The ol' family values schtick—and McCain's family values—happen to incorporate military values. But for more on McCain and family values, let's turn to a 1999 Arizona Republic profile of McCain (which does not appear to be available on-line):

He prides himself on his personal integrity yet admits he wasn't faithful to his first wife, Carol, who was injured in a horrific car accident while McCain was in Vietnam....

The marriage had been strained by his years of absence, along with McCain's admitted affairs after returning from Vietnam.

McCain's entitled to use his life's story as part of his campaign narrative. But if his campaign is going to play the family card, there's more than, as the ad references, "honor, courage, duty, perseverance and leadership" in the story of John McCain, family man.