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'Day One': What Mitt Romney's new ad really tells us

Mitt Romney's first TV ad of the general election bypasses the usual personal narrative to give us his agenda for Day 1 in office: the Keystone pipeline, tax reform, and replacing 'Obamacare.'

Republican presidential candidate Mitt Romney's first general election advertisement.
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Mitt Romney, man of action.

That’s the message of his briskly paced first ad of the general election campaign, called “Day One.” In just 30 seconds, we learn everything the presumed Republican presidential nominee would do on his first day in the Oval Office: Approve the job-creating Keystone Pipeline project, cut and reform taxes, and replace “Obamacare” with “common-sense health-care reform.”

Congressional approval? No mention of that, though a campaign ad isn’t a civics lessons. This is about conveying a sense to voters that Mr. Romney will roll up his sleeves and get to work just as soon as he’s said “so help me God.” The details don’t matter.

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According to the Associated Press, the Romney campaign is spending $1.3 million to air the ad in Iowa, North Carolina, Virginia, and Ohio, all battleground states. The campaign also produced a Spanish-language version.


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