Monday, September 17, 2012

Romney goes positive, negative in new TV ads

Mitt Romney's campaign is going up with two, new TV ads today.

One retraces familiar territory and attacks Barack Obama over the debt and falling household income.

But the other goes entirely positive, a rarity in this campaign from either the Romney or Obama sides.

Couple things to note about the spot.

a. It literally begins "My plan." That's a distinct nod to those who say Romney needs to talk more about what he'd do as president and less about what Obama has done.

b. The word "tax policies" shows up, but only in reference to small businesses -- nothing about tax cuts for individuals. Romney's biography has made him especially vulnerable to standard class warfare from Democrats and has effectively taken off the table one of the GOP's historically strongest talking points.

Here's the attack ad.

Here's the positive spot.