Behind the Ad: Mitt Romney is a human being

By Richard K. Barry

Who: The Mitt Romney Campaign

Where: Nationally

What's going on: As we know, Mitt Romney has some pretty big unfavourability ratings. To counter that, his campaign has launched an ad narrated by his wife, Ann Romney, intended to show a more positive side of the GOP contender.

Recently, a lot of people have commented that Ann Romney comes across well, that she seems like a pretty likeable person - a very nice lady. It's even been suggested that the Democrats "fear her" in some sense. I'm not sure about that. Maybe if she were running, that would be true.

Look, it's a warm and fuzzy ad. It does a pretty good job of suggesting that Mitt Romney is a human being, with normal human emotions, who loves his family. That's nice. I just can't help thinking that when you have to spend money on an ad to remind people that your candidate is a human being, you may be in some trouble.

The title of the ad might as well be: "You see. He's not the asshole you think he is."

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(Cross-posted at Lippmann's Ghost.)