Sarah Palin's new "mom awakening" TV spot has sparked a fresh round of speculation that she will run for president in 2012.
The spot is a clever piece of political narrative, based firmly on the "rot at the top" archetype. Palin warns of a "fundamental transformation of America", with her country's children and grandchildren under threat from an unnamed enemy within.
To ram it all home, she compares America's 'awakening mom' to a grizzly bear protecting her cubs - a cultural story that everyone can understand.
The spot packs a powerful emotional punch, without saying outright what the threat is. Some images used suggest that the danger comes from the Democrats' healthcare reforms, but you can't be too sure.