As a marketing guy who dabbles in political commentary, I’ve always been interested in seeing how politicians—particularly candidates—brand and position themselves in the field.

(I’ve been observing this for years, but rarely discuss it, since I don’t like to besmirch marketing’s good name by comparing it to politics.)

Anyway, I just had to comment on a recent stunt that (in my opinion) was nothing short of marketing genius: John McCain bringing his mom on the campaign trail.

Though not my personal preference for President, McCain is one of my all-time favorite senators, a man of intelligence and integrity. Yet his campaign has been sputtering all year, and I recently wondered if he was virtually eliminated from the race.

Until now.

Don’t underestimate this move. Mama McCain’s presence isn’t just some feel-good story that’ll blow over. It’s a brilliant strategic move that will have lasting impact, mostly because it addresses head-on those critics who attack John’s age. How can they say that now, with his 95-year-old mom traveling around town? How can they question his health and stamina, when he’s displaying genetic proof of his endurance? And how can the crowds not go crazy for this adorable old lady?

My guess is McCain’s just quieted a few naysayers while earning himself a nice chunk of elderly and mom-loving voters—perhaps enough to get back into the top three Republicans.

This is not your father’s John McCain.