Sarah Palin pick = gimmick:Andrew Sullivan
... this struck me as a desperate and possibly disastrous ploy for the McCain campaign, a self-evident gimmick, driven by the demands of campaigning, not the duty of governing."Anonymous Liberal
... I have a feeling this pick may come across as very "gimmicky" to a lot voters.Charles Homans
(at the Washington Monthly):
... the Palin choice does have a gimmicky quality to it ...AMERICAblog
This is a gimmick -- a pure political gimmick.Chuck Todd
This could look like a gimmick. It's gimmicky, and the gimmick could wear out."
And other commentators 1 2 3 4 5 6 7 8 9 10gimmick
1. an ingenious or novel device, scheme, or stratagem, esp. one designed to attract attention or increase appeal.
If I remember correctly, "The Contract with America" was a gimmick, too.