Romney TV ad makes new pitch to women

Mitt Romney is up with a new TV ad this morning called "Dear Daughter", a direct economic appeal to women.

While a mother cradles her infant daughter, a female narrator talks about the national debt the daughter is born to, as well as the poverty and unemployment rate for women.

The spot wraps up an attack on Obama in an emotional yet delicate way -- a far cry from the rote recitation of economic numbers that Romney and his allies normally employ.

It's pretty powerful but comes at an awkward time.

Romney's "47%" comment is the kind of blunt right angle that might not appeal to female swing voters in Virginia, and the contrast with this spot couldn't be more dramatic.

But even with that context, the ad is both strong and emotional from a campaign that's had trouble evoking either on a consistent basis.