Let the message speak.

Obama is up with another attack on Mitt Romney.

I think this is a good ad and an even better attack. The ad itself is simply executed, but has some nice graphic touches (like the graph lines rising up in the columns of the Mass Capitol, the way they pull the quote from the editorial and the way they scroll the list of states to #47).  I think the simplicity shows a good touch with the material, letting it speak for itself.

In lieu of some alternative information, the attack seems pretty damning — Romney did a horrible job with the Massachusetts economy.  As the opening and closing quotes show, this goes to the heart of the rationale for voting for Romney — his record.  This strategy is a nice bit of political aikido turning your opponent’s strength and energy against them. That’s the real power of this ad, it succeeds at the strategic level because it calls into question the foundation of Romney’s experience and appeal.

That attack works because they stick to the “facts” using editorials and statistics without commenting too much on those objective descriptors of Romney’s performance. I’ve written before that sometimes an ad needs to just get out of it’s own way, and this is a good example of that.  The message is the thing here, if they had tried to do too much with it, they could risk losing that powerful message in the barrage of the messenger.

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