Listen, when McCain hires the same guy who produced the notorious lurid race/sex 2006 Harold Ford ad, and when people notice the 2008 McCain ad is very similar in nature, the people calling them on it aren't "playing the race card":
Obama has invoked the "doesn't look like other presidents" line in the past, but usually in a positive context -- as in, how his ability to attract support across various demographic groups signifies, among many voters, a "post-racial" approach to politics.
The context of the remark in Missouri, of course, was much different -- implying that the GOP was seeking to call attention to his bi-racial heritage.
The McCain forces today made clear they would have none of that. Campaign manager Rick Davis fired off a terse, two-sentence statement:
“Barack Obama has played the race card, and he played it from the bottom of the deck. It’s divisive, negative, shameful and wrong.”
Asked about his comment just moments ago on MSNBC, Davis stressed that he took great umbrage to Obama's inference that any aspect of the campaign's recent offensive against Obama had racial overtones.