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The third presidential debate between John McCain and Barack Obama had an unexpected winner: Joe Wurzelbacher. "Joe the Plumber" unwittingly drew the media spotlight when he was captured on video having a frank exchange with Obama about taxes a few days before the debate. He has since come to embody the type of voter that the McCain campaign is trying to lure in the final weeks of the campaign -- the "real," hardworking "Average Joe."

Wurzelbacher, whose given first name is Samuel, is not licensed as a plumber, but he hopes to purchase a plumbing company that makes over $250,000 per year. He caught McCain's eye because, under Obama's tax plan, individuals who make over $250,000 would face a tax increase. Thus the McCain campaign has been pushing him as someone whose hard work would be punished, rather than rewarded, under an Obama administration.

McCain launched a new ad (subscription) this morning featuring small-business owners from across the country proclaiming: "I'm Joe the Plumber." It opens with footage of Obama talking to Wurzelbacher on the trail, telling him: "I think when you spread the wealth around, it's good for everybody." One man in McCain's ad asks incredulously, "Obama wants my sweat to pay for his trillion dollars in new spending?" The announcer charges, "Barack Obama: higher taxes, more spending, not ready."

The Obama campaign, meanwhile, is running a tongue-in-cheek Web video that stars Ed O'Neill of "Married With Children" fame as "Al the Shoesalesman." Al, who is married with two children, makes $20,000 a year. Visiting taxcut.BarackObama.com, he enters his information into the tax calculator and finds that he would receive a $1,000 tax cut under Obama's plan, while under McCain's he would save nothing. "This is going to be tough," Al says sarcastically, before exclaiming, "Obama!"

Meanwhile, as Obama looks for ways to burn through his massive store of campaign funds, the New York Times reports that the McCain campaign is cutting back its advertising efforts in five states -- Colorado, Maine, Minnesota, New Hampshire and Wisconsin -- perhaps to concentrate resources in the battleground state of Pennsylvania.