Holy fucking shit. This is the most brutal attack ad I've seen in a long, long time. It minces the hell out of Romney's offshore fortunes and his record as a jobs exporter (in the private and public sectors). And it makes fun of Romney's singing voice, turning his version of "America, the Beautiful" into a symbol of his warped view of patriotism... This is just an incredible, devastating attack ad. I don't know if it's going to turn any hearts and minds to Obama, but it's going to sure as hell send the Romney campaign reeling. And the Obama campaign likes it when the Romney campaign is reeling.And he says this about the Romney ad:
It's weak sauce. First of all, you can't argue against negative campaigning in a negative ad. Second, both Romney and Obama have both used negative ads before, so this is nothing new. What this ad is complaining about is that Obama's negative ads are working.Here's the "brutal" Obama ad:
And here's the "weak sauce" Romney ad:
A few thoughts:
1. The Obama ad is nicely done artistically. It's different.
2. People generally experience Obama as more human than Romney. The new Obama ad undercuts efforts to portray Romney as plastic and robotic. Remember when Hillary Clinton got caught singing the National Anthem badly?
The impulse to use this clip to mock Hillary backfired. People tend to find sincere but bad singing endearing — and this can be especially good for a candidate who has been coming across as too controled. It's "a completely humanizing moment."
3. The Romney ad is much less striking. Unlike the Obama ad, it doesn't grab attention as a beautifully crafted short film. It looks do-it-yourself and webby. There's humility to it. Just wondering what happened to the hope, you know. It oddly resonates with the Obama ad that tries to humiliate Romney for singing badly. America is oriented — generally — toward liking Obama, the man. That's a mysterious process. Hard to see exactly why it happened and how it could be reversed. Obama is relying on it... and relying on the seeming impossibility that anyone could love Romney. The Romney ad very gently tries to undermine the love. He gave us hope. Where is the hope?