Maybe you’ve seen the video: Lindsey Graham, back in 2015, speaking in really powerful terms about what a great guy Joe Biden is. Graham gets emotional, talking to a TV interviewer calling Biden "as good a man as God ever created" and "the nicest person I think I've ever met in politics."
The ad could incorporate that video. Then, following that very strong testimony from the Republican Graham, speaking so grandly of Biden, the ad could conclude with the question:
“What kind of person do you want to have as President of the United States?”
The contrast with Trump could be left implicit. Or it could be interspersed with footage of Trump (and maybe of Biden) that shows how Trump is the opposite, and Biden the guy you can trust to be good— so good that even a Republican like Graham says something so grand as that.
This is Biden’s strongest issue.
On no point does Biden contrast more dramatically, and more consequentially, than on the question of basic goodness. That is Biden’s strong suit. And the reality is, the extent to which Trump manifests virtually no forms of goodness — he’s a bully, a liar, cares only about himself, picks fights, cares not a whit about the well-being of others or dealing respectfully with the laws and norms of your society — is quite extraordinary.
I’ve never seen anyone who scores so high in terms of manifesting so many moral defects so blatantly.
I realize that it’s highly unlikely that any of the people in the Trump cult — a group I really don’t understand, but I can see how closed the minds are — will be moved by the ad.
But the outcome of the election will depend ultimately upon something like 10-20% of the electorate who are neither in the cult nor firm in their rejection of Trump. And I can imagine their being moved to vote for Biden by calling their attention to that strong contrast between Biden and Trump
One of them an exceptionally good man. And one exceptionally not “as good a man as God ever created.”