Romney’s new ad: Day 1. Ad falls flat.

What would President Mitt Romney do on Day 1?

Apparently he would sign the Keystone pipeline into law, introduce tax reform, and repeal ObamaCare, to be replaced by his own health care reforms.

All good measures.

And he says as much in this ad, which the Romney campaign is releasing with much fanfare.

In my humble opinion, the ad is rather, well, bland.

To me, it lacks any sort of punch, humor, or significant inspiration to vote for the hopeful 45th President – as he begins to define himself and create bold contrast between him and the 44th.

Contrast the ad with the Reagan-Bush critique of President Carter from 1980 (after the GOP message) – which has issues strikingly similar to the current campaign:

The reality is that right now, Mitt Romney needs to be defining himself to the American voters.

With a bulk of independents probably not even paying attention yet, Romney needs to lay the ground work for the rest of the campaign.

Who is he? Why is he running? What is his vision?

As Ford O’Connell writes in U.S. News, Romney will not win unless he and his handlers can open up, create a narrative for him, and shape it to explain what he would do for the country and why. And to do this before the Obama attack machine does it for him.

According to a recent Gallup Poll:

Fifty percent of Americans now have a favorable opinion of presumptive Republican presidential nominee Mitt Romney, up from 39% in February and his highest by 10 percentage points. His current 41% unfavorable rating, though, leaves him with a net score of +9, after being at -8 in February.

This is a good sign, but Gallup also cautions that this is lower than what most prior nominees have enjoyed. Which makes it even more imperative for Romney to get in front of the narrative of how he should be defined.

This ad, “Day 1”, seemed to fall very short of its intended goals – whether that was to draw sharp contrast with the president, unify and motivate the base, or to define who Mitt Romney is.

Romney’s campaign made contact with this ad, but hardly hit it out of the park, as they might have hoped.

But it’s very early in the game. There’s definitely still time to play long ball in later innings.

But you’d rather be playing with the lead, than trying to make up ground.

  • Nathan Miller

    Glad to see I’m not the only one…I saw this ad on TV this morning and thought it was rather cheesy.

    Romney has to do better.

  • 1. Be like Ron Paul

    2. ATTACK OBAMA! Mittens needs find his inner barn yard dog to maul Barry harder than Barry will maul Mittens. Unlike the all too gentlemanly McCain, Romney must slaughter Obama using vicious attack ads highlighting the failed policies of the Obama administration. And I mean unrestrained below the belt pitbull with aids merciless controversial political warfare. Obama has a good chance of winning if its Mittens as his nice usual self.

  • Do Not Underestimate Obama. The LBJ machine went nuclear and won.. This killed Goldwater that year. The message and imagery are all too familiar. We have multiple wars and wounded lives now.. Obama is not safe unless we fail to learn from the dems ingeniously crafted and disseminated Daisy ad.

  • Nathan Miller

    Obama has a very good chance of winning no matter what tactics Romney uses. The GOP is still wary of Romney. The party is still not united. No one is enthused about him. No one I know is campaigning for him, or even willing to. Still no yard signs or bumper stickers visible in Hampton Roads, however I’m seeing more and more Obama signage.

    Romney and the RNC are sleeping at the wheel, evidenced by this lack luster ad, while the Obama train chugs along out raising and out organizing us every turn.

  • Turbo, the reason why LBJ could go nuclear is because everyone knew who LBJ was. He’d been in public life and had been grooming the press for decades.

    Romney hasn’t done that as well. He needs to frame who he is and what he’s about and counter the liberal narrative that he’s an elite, dog abusing bully that they’re crafting right now.

    Romney needs to tell people who he is first. Once they know, he can start hitting Obama.

  • Nathan Miller

    Romney has been campaigning for 6 years and no one knows who he is?? What does this tell us about Romney?

    It wouldn’t be so difficult for us to know who Romney is if he didn’t change his stances so often. Just this week he has been for civil unions and against, against gay marriage and for gay marriage in Mass. Gays should be allowed to adopt, but kids should be raised by heterosexual couples.

    It is Romney’s own fault no one knows who he is…he doesn’t even know he is.

  • He’s been campaigning for the Republican nomination, not the general election. Independents and Democrats don’t know him.

    This isn’t about stances. It’s about fundamentally, who he is. His bio. His background. What he does for fun. Family, etc.

    The idea that somebody can’t change their opinions or ideas about an issue isn’t realistic. Plenty of people know exactly who they are and change their minds, Nathan. You’ve never changed your mind about something? Come on.

  • Nathan Miller

    I’m not saying he isn’t allowed to change his mind. Own up to it though, don’t say you were misquoted or misunderstood.

    The problem is it seems as though Romney changes his core beliefs whenever the situation suits him. He campaigned as a moderate/liberal in Mass., but he was a severely conservative governor in the primary. He campioned Romneycare in Mass., but now is against Obamacare.

    He can’t be everything to everyone, which is what he has been trying to do. He is running the risk of becoming nothing to no one.

    I do agree with you…Romney needs to take control of the narrative. Obama has done a fantastic job of defining Romney as some evil corporate god who will ship your job overseas as soon as he gets the chance, all while laughing all the way to the bank. All I’m saying is Romney doesn’t do himself any favors when you can’t believe a word that comes out of his mouth…because he will say something different tomorrow.

  • Yup. This ad is more like a sacrifice fly to the deep part of center field in the first inning. Effective enough to get a run home without a play at the plate, but hardly exciting.

  • I wouldn’t even call it a sac fly. It’s more like pop up to centerfield. It gets your hopes up, but doesn’t score. It doesn’t even advance a runner.

  • Gerarda

    Can we just run the Reagan ad for the next five months?

  • Pop quiz, what is Romney’s position on gay marriage? I googled and found two opposing positions he articulated in the same month.

  • Anonymous

    Romney is making McCain look good.

  • Darrell

    Romney is making McCain look good.

  • What we need to remember is; Do not underestimate Obama. He knows exactly what he’s doing, and he’s doing it very well.

  • If you do not wish to read up on AlinskyObama, at least watch this exchange between Donohue and Friedman..

    Roll the tape

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