Young Guns? Eric Cantor, Paul Ryan and Kevin McCarthy Unveil Melodramatic Book Promo

Using a soundtrack and announcer that seem straight out of the trailer for “Armaggedon“, Representatives Eric Cantor, Paul Ryan and Kevin McCarthy debuted a theatrical ad for their tri-authored book, Young Guns: A New Generation of Conservative Leaders.

Traditionally, nicknaming yourself is frowned upon (same for elevating yourself to the status of “a new generation of leaders,” for that matter) but these three seem to get away with it by using the flashiest and most histrionic ad ever made for a book about legislating.

And the flair for the cinematic doesn’t end with the advertisement:  even the book’s jacket reads like a character list from an Ocean’s 11 movie:

This isn’t your grandfather’s Republican party. These Young Guns of the House GOP—Cantor (the leader), Ryan (the thinker), and McCarthy (the strategist)—are ready to take their belief in the principles that have made America great and translate it into solutions [...] Together, the Young Guns are changing the face of the Republican party and giving us a new road map back to the American dream.

…and getting away with the greatest casino heist in history!

A visit to GOPYoungGuns.com shows that this has been more than just a book campaign.  Cantor, Ryan and McCarthy have arranged a line-up of Republican challengers they’re throwing their weight behind.  However, upon closer inspection, several candidates on the roster do call into question what criteria there are for being a “Young Gun.”  For example, WV candidate David McKinley finds himself on the list and he’s in his 60s.  To make up for it, he probably has a lot of guns.

But in all seriousness, this ad represents a new direction with the Republican Party — both in leadership and attitude.  Instead of parading out the regular Old Guard conservatives obsessed with Obama, these three are harnessing the new concerns of the Tea Partiers and couching them in a roll-up-your-sleeves, positive, adventure-style image.  Even without naming any specific plans, the ad exudes power and a willingness to address challenges.

The book doesn’t come out until September 14th, but you can watch the trailer ad here:

Follow us on Twitter.

Sign up for Mediaite's daily newsletter.