The Scribble is based on the ad for Eddie Izzard in "Dress to Kill." I saw Izzard's performance of "Dress to Kill" on HBO a while back and was much entertained. Throughout "Dress to Kill," Izzard recites the refrain, "It's 60 % how you look, 30% how you sound, and 10% what you say." This is something that George W. Bush and Karl Rove know to the bone.
When you see Bush bobbing his head, stressing his accent, dropping his "ing"s, talking nonsense, and weaving those grandiose feel-good scenarios -- "Iraq is free" -- he's connecting with middle Americans, evangelicals, and country clubbers who feel he's like them.