WASHINGTON: In a political season when mention of ''federal government'' can elicit catcalls and complaints, Hurricane Irene saw the emergence of a potential replacement worthy of the advertising execs on Mad Men.

In a flurry of news releases from the White House, the administration has trumpeted the hard work of ''the federal family'', eschewing the G-word altogether.

Father figures ... Barack Obama and FEMA's Craig Fugate. Credit:AFP

While the phrase isn't new - it was used in the last administration - it certainly feels current.

The federal government, or what many Republicans call ''the problem,'' could be due for a makeover. This northern summer's bruising debt battle and subsequent credit downgrade was an insult-to-injury moment. The insults aren't likely to disappear as presidential candidates fight over the role of government and Congress locks horns over the country's financial future.