That's McCain's new slogan. It's directly plagiarized from an early Tory party ad in the 1970s created by Saatchi and Saatchi for Thatcher:

The first work produced for the party was a television broadcast devised by Charles, in which images of everyday Britain were run in reverse. The dramatic sequence was concluded with Michael Heseltine uttering the slogan: 'Backwards or forwards, because we can't go on as we are. Don't hope for a better life; vote for one.'

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