In an unusual though not singularly unique manner, Democratic presidential nominee Barack Obama spent at least 3.5 million dollars for airing a 30-minute television ad on major US networks at prime-time Wednesday.

The infomercial was broadcast on 8 p.m. on CBS, NBC, MSNBC, Fox, BET, TV One and Univision. The half-hour ad - an elaborate mix of live TV and tape – was a low-key triumph, and came across as well-produced without seeming slick and overproduced.

‘Speak softly and carry a big ad’ appeared to be the new political mantra adopted by the Obama campaign. Although the ad talked about tough issues, there were neither any harsh attacks on the other side nor any flashes of anger.

The slot had Obama as candidate as well as host, making his points by introducing representative Americans and their stories. He calmly laid out his plans in each segment, bracketed by his speech in a wood-paneled office, with a flag conspicuously prominent in the background.

Reassurance was the point of the entire broadcast, which was designed to prove that Obama understands Americans, and that he can connect with the problems of workers and retirees. It was also designed to help people understand him, to become comfortable with the idea of him as President.

In fact, the ad conveyed Obama’s underlying message: “I am one of you.”

Referring to the cost of the ad, media expert Evan Tracey said that it was evident “that the Obama campaign has more money than there is ad time left to buy.”