Upcoming Obamacare kickoff inspires provocative ads

"Creepy Uncle Sam" as featured in an anti-Obamacare online ad from the conservative group, Generation Opportunity.

With two weeks to go before open enrollment begins on the Obamacare exchanges, advocates and opponents of the Affordable Care Act are immersed in advertising blitzes to win over Americans who may still not understand the law.

On October 1, Americans should be able to enroll in a private health insurance plan via the exchange system -- state-based, online marketplaces. The government aims to enroll 7 million Americans through the exchanges by next spring. For the system to work, the nonpartisan Congressional Budget Office has estimated about 2.7 million of those people need to be young adults between the ages 18 and 35 -- younger, healthier people who will help offset the costs of covering older, generally less healthy people.

To encourage people to sign up, federal and state officials have set aside millions of dollars for public awareness campaigns. The ads that have aired in recent weeks have been creative and informative. However, they're going up against well-financed opponents of Obamacare who have been equally creative in their outreach.

On Thursday, the organization Generation Opportunity, a conservative coalition with ties to the Koch brothers, announced the launch of its #OptOut campaign, designed to encourage young people to "opt out" of the new requirement, starting in 2014, that all Americans acquire health insurance. Americans who don't have health insurance by next year will have to pay a $95 fine to the IRS (the fine will increase in the coming years), which Generation Opportunity says is a better option.

The new campaign -- which could cost as much as $750,000, as reported by Yahoo News -- includes a messaging tour on college campuses as well as online ads that are purposefully creepy. The ads portray "Creepy Uncle Sam" intruding on people's medical exams.

"Obamacare supporters are using millions of taxpayer dollars in an attempt to brainwash my generation into signing up for an expensive, unfair, and, quite frankly, creepy pyramid scheme," Evan Feinberg, president of Generation Opportunity, said in a statement. "We want young people to know they have options -- including the ability to opt out of Obamacare by paying a relatively small penalty."

Also on Thursday, a second conservative group called Americans for Prosperity launched its latest anti-Obamacare ad at a cost of $3 million. The ad -- running in Alaska, Arkansas, Louisiana, North Carolina, Ohio and Virginia -- features a conservative activist and two-time cancer survivor named Tricia and suggests Obamacare could limit the treatment options available to cancer patients.

The Obama administration, of course, would take issue with the charge in the Americans for Prosperity ad that Obamacare will lead to patients' health being "judged by a bureaucrat." The administration regularly touts the consumer protections -- such as new limits on out-of-pocket expenses -- designed to help patients with major health problems like cancer.

White House spokesman Jay Carney on Tuesday that when the Obamacare public education campaign "kicks off in earnest" in October, it will have to catch up to the negative publicity.

"Ads from outside groups, as you know, for years now, attacking the law have been airing," he said. "It's rather extraordinary if you think about that there are efforts under way to prevent Americans from getting benefits that they lawfully could enjoy and should enjoy."

Comments