A new Obama ad features soothing music and a homey touch. The president himself delivers the message. But half of it is still negative. And a new poll shows that Obama's attacks on Romney are working, so expect more.
The music is soothing, the setting is homey, and it’s President Obama on camera doing the talking, not Scary Voiceover Man.
Mr. Obama’s new ad, called “The Choice,” is being touted by pundits as a break from the harsh rhetoric of the 2012 campaign. In light of last week’s movie-theater massacre in Colorado, the gentler touch seems appropriate— especially after months on end, it seems, of pounding negativity from both camps and the well-funded outside groups that support them.
And it’s summer. Time to kick back a little bit, with Mitt Romney heading overseas, and the conventions a month away.
Indeed, the president’s message (about himself) is positive, if not new: He promises to create an economy that’s “built to last” by strengthening the middle class and asking the wealthy to “pay a little more” to bring down the debt.
But the first half of the ad is still negative against Mr. Romney. It’s Obama’s usual critique, just delivered in a more low-key way.