The new spots, which began airing in 10 states and on national cable networks Wednesday, feature McCain stating, "I hate war, and I know how terrible the costs are."

The ads come as Democratic opponent Sen. Barack Obama, D-Ill., has tried to paint McCain as an enthusiastic supporter of President Bush's policies in Iraq.

"The ad is much more playing off Bush than playing off Obama," Drew University anti-war movement historian Jeremy Varon told the Boston Globe. "The point of this is for McCain to say: 'I'm very different from my predecessor even if I want to fight the same war.'"

There is also the Bush administration's tough talk over Iran to consider. Republican consultant Ian Lang told the newspaper that while male voters appreciate forceful candidates, women tend to be "not as impressed by the person who will throw down the gauntlet at any cost."