major
To be sure, the ad has some problematic aspects to it, one being that, though Obama has purposefully avoided making race a major issue in his campaigns or presidency, the ad can be seen as exclusionary. I don't think that is reasonable, really, as I read the ad as a nod to a constituency's needs, something that all presidents do (most presidents also ignore or in some way exclude groups that fail to support them -- Bush was very reticent to speak to the NAACP and similar groups because he felt they were hostile, something that may have further led to blacks feeling that bush didn't care about them -- not saying that is necessarily accurate, by the way). Obama is going to have a great deal to say to the whole populace, his entire constituency, etc.
Beyond that, the fact that blackness is so culturally, socially, and politically prominent in the black experience is problematic, as well. It is understandable, but it is nonetheless at times the less optimal approach. That is another topic altogether.
At any rate, I understand that the mechanics of race and racism are slippery, that it seems progress tramples on itself (how does one recognize one's position as black, and the myriad dynamics that go along with that position, without helping to perpetuate the negative aspects of race, and even racism?).
It is taxing. I know that. It is taxing and trying for blacks, as well.
Whiteness is sometimes described as being invisible, as being the default position, i.e., the dominant position has a fabric interlaced with connections to systems and structures that supported whiteness overtly and covertly, purposefully and incidentally, and that fabric is assumed to be preferable, accepted, and productive. Blackness is always on stage, it is always being vetted, pushed this way and that, tested and questioned. It is always seen or imagined and has trouble hiding or blending in. If there is a default with blackness it has traditionally been one that considers darkness of skin to be connected with devalued characteristics, dirtiness, stupidity, childishness, laziness, ugliness, animalism, primitivism. Some of these characteristics have at times been thought of as useful to the overall project of whiteness, i.e., slumming with the Negroes helped well-off whites feel they could for a time get in touch with the 'real human' in themselves, the part that had been obscured by modernity. But generally, blackness carries negative weight. It is a tiresome load and it is not easy to altogether throw it off.
Like it or not, race is a big issue in our society, in the deepest nooks of the country's workings. It is complicated and requires a vigilant honesty in the assessment of the self and others, so, naturally, not many people, black, white, or otherwise, are particularly adroit at effectively discussing it.
When I read that people think that the NAACP is a racist organization because the title refers to the advancement of 'colored' people, as opposed to everyone, I am discouraged. To me such a read is incredibly simplistic and indicative of attitudes that are very problematic for progress. You may not have noticed, but, while I post about race issues with regularity, I do not affix the label of 'racist' to very much. In this day and age there is usually something a little more complicated going on. Racism is not really simple to fully explore, so that should say something about how complicated our current race issues are, and when I say 'our' I mean all US, even, global inhabitants.