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Ads « Obama for
America (List)
General Election Ads—Obama for America (List)
Although the
Obama ran a couple of ads in January/February, its advertising campaign
really began in April 2012, and by May it was fully underway. In
a May 7 conference
call David Axelrod stated the campaign would spend $25 million on ads
in the month.
Through the summer, the Obama campaign ads continued
to
define Romney, and these efforts seem to have been effective.
Quite many observers thought that the Bain, outsourcing, and tax
release
attacks took
a toll, and that the Romney campaign did not adequately respond.
The major investment in advertising early on represented a significant
risk for the Obama campaign, for it meant that the campaign would
likely be badly outspent later on. The campaign had decided from
the outset that it would seek to control the
debate and take the fight to Romney, and the approach seems to have
worked.
Overall, the Obama campaign ran many more different ads
than the Romney campaign, although in the final month the two campaigns
were both prolific. The Obama campaign spent much
more on TV advertising
than the Romney campaign. In mid-July, for example, The Washington Post reported that
the Obama campaign had outspent the Romney campaign on TV advertising
by $51.4 million to $22.7 million. A Sept. 12 analysis by the
Wesleyan Media Project found that the Obama
campaign ran more than twice as many ads as Romney and his allies in
late August and early September, leading the group to suggest that
"Obama's 'convention bounce' may actually be an ad bounce."
Through Oct. 29, according to
the Wesleyan Media Project, the Obama campaign had spent $266.0 million
on TV advertising to $105.4 million for Romney. Super PACs and
other outside
groups helped Republicans fill the gap.
In placing its ads, as with most or all of its other
activities, the Obama campaign took a data-driven approach. The
campaign had developed a model ranking every voter in battleground
states on a scale of one to 100 based on his or her likelihood of
supporting Obama, likelihood of voting, and likelihood of being a
persuadable voter. Then, as described in a New York Times article, "[T]he
advertising team worked backward to figure out what sorts of programs
likely and undecided voters were liable to watch." (See: Jim Rutenberg. "Secret of the
Obama Victory? Rerun Watchers, for One Thing." New
York
Times, Nov. 13, 2012)
See the graphic page.
Obama
for
America
General
Election
Ads
"Lo Mismo de Siempre" (Nov. 2, 2012 - TV ad, FL). +
"Cynical" (Nov. 1, 2012 - TV ad, MI, OH). +
"Solid" (Nov. 1, 2012 - TV ad, CO, FL, IA, MN, NV, NH, NC, OH, VA and WI) +
Florida radio ad (Nov. 2012 - radio ad, FL).
Virginia radio ad featuring Sen. Warner.
"Endorsed" (Oct. 31, 2012 - radio ad, CO, FL, IA, NV, NH, NC, OH, VA and WI). +
"Collapse" (Oct. 29, 2012 - TV ad, OH). +
"Sleepless" (Oct. 28, 2012 - TV ad). +
"Remember" (Oct. 27, 2012 - TV ad, FL, IA, OH and VA). +
title? (seen Oct. 28, 2012 - TV ad, CO).
"Unbreakable" (Oct. 26, 2012 - TV ad, FL). +
"No One Was Looking" (Oct. 25, 2012 - TV ad). +
"What He'll Do" (Oct. 25, 2012 - TV ad). +
"He's Got it Right" (Oct. 24, 2012 - TV ad, CO, FL, IA, NV, OH and VA). +
"537" (Oct. 24, 2012 - TV ad, CO, FL, IA, NV, NH, OH, VA and WI). +
"Critíco" (Oct. 24, 2012 - TV and radio ad, CO, FL, NV, OH and VA). +
"Determination" (Oct. 23, 2012 - TV ad, CO, FL, IA, NV, NH, NC, OH, VA and WI). +
"Rebuilding" (Oct. 22, 2012 - TV ad). +
"Commitment" (Oct. 20, 2012 - TV ad). +
"Made in Ohio" (Oct. 19, 2012 - TV ad, OH). +
"Wonderful" (Oct. 19, 2012 - TV ad, CO, IA, NV, NH, VA and WI). +
"Seen" (Oct. 18, 2012 - TV ad - VA). +
"Character" (Oct. 15, 2012 - TV ad, OH). +
"Main Street" (Oct. 15, 2012 - TV ad, CO, IA, NV and VA). +
"Challenges" (Oct. 13, 2012 - TV ad). +
"Decision" (Oct. 12, 2012 - TV ad, CO, FL, IA, NV, OH and VA). +
"Economic Growth" (Oct. 12, 2012 - TV ad, CO, IA, NV, NC, OH, VA and WI). +
"Strong Leader" (Oct. 11, 2012 - TV ad - NH). +
"Earned" (Oct. 9, 2012 - TV ad - FL, OH and VA). +
"Buen Ejemplo" (Oct. 9, 2012 - TV and radio ad - CO, FL, NV, OH and VA). +, .
"Only Choice" (Oct. 9, 2012 - TV ad). +
"Big Bird" (Oct. 9, 2012 - TV ad). +
"Policy" (Oct. 8, 2012 - TV ad, VA). +
"Dishonest" (Oct. 6, 2012 - TV ad, CO, FL, IA, NV, NH, NC, OH and VA). +
"Trust" (Oct. 4, 2012 - TV ad, CO, FL, IA, NV, NH, OH and VA). +
"Mandatory" (Oct. 2, 2012 - TV ad, coal). +
"Since When" (Oct. 1, 2012 - TV ad, CO, FL, IA, NV, NH, OH and VA). +
"Care" (Sept. 29, 2012 - TV ad). +
"Ronnie" (Sept. 28, 2012 - radio ad, CO, FL, IA, NV, NC, OH, PA, VA and WI). +
"On Point" (Sept. 28, 2012 - radio ad, CO, FL, IA, NV, NC, OH, PA, VA and WI). +
"My Job" (Sept. 27, 2012 - TV ad, CO, FL, IA, NV, NH, OH and VA). +
"Table" (Sept. 27, 2012 - TV ad, CO, FL, IA, NV, NH, OH and VA). +
"To Us" (Sept. 26, 2012 - TV ad). +
"Pedir Prestado" (Sept. 26, 2012 radio ad, CO, FL, NV, OH and VA). +
"El Candado" (Sept. 26, 2012 - TV ad, CO, FL, NV, OH and VA). +
"Fair Share" (Sept. 25, 2012 - TV ad, CO, FL, IA, NV, NH, NC, OH and VA). +
"No Taxes" (Sept. 24, 2012 - TV ad, OH). +
"Not One of Us" (Sept. 23, 2012 - TV ad, eastern and southern OH, coal). +
"Preserving" (Sept. 20, 2012 - TV ad, CO, FL and IA). +
"Pay the Bills" (Sept. 18, 2012 - TV ad, CO, IA, NV, NH, OH and VA). +
"Tires" (Sept. 17, 2012 - TV ad, national cable). +
"The Question" (Sept. 15, 2012 - TV ad, CO, FL, IA, NV, NH, OH and VA). +
"The Cheaters" (Sept. 14, 2012 - TV ad, CO, FL, IA, NV, NH, NC, OH, VA and WI). +
"De Eso Nada" (Sept. 14, 2012 - TV ad, CO, FL, NV, OH and VA). +
"Pagar la Cuenta" (Sept. 14, 2012 - TV ad, FL). +
"The Choice"-updated (Sept. 12, 2012 - TV ad). +
"Guide" (Sept. 12, 2012 - TV ad). +
"Won't Say" (Sept. 12, 2012 - TV ad, IA, NV, OH and VA). +
"Dangerous" (Sept. 11, 2012 - TV ad). +
"Gotta Tune In" (Sept. 6, 2012 - TV ad on MTV during VMAs). +
"Decisión Clara" (Sept. 5, 2012 - TV ad). +
"Heavy Load" (Sept. 3, 2012 - TV ad, CO, FL, IA, NV, NH, OH and VA). +
"Promises" (Aug. 25, 2012 - TV ad, CO, IA, NV, OH and VA). +
"Clear Choice" (Aug. 24, 2012 - TV ad, CO, FL, IA, NV, NH, NC, OH and VA). +
"Children" (Aug. 23, 2012 - TV ad, OH and VA) +
"La Verdad" (Aug. 22, 2012 - TV ad, CO, FL, NV, OH and VA). 1, 2
Radio ads on impact of Romney-Ryan Budget (Aug. 20, 2012): "Tax Credits" (CO), "Already Talking" (FL), "Watching" (IA), "Come Home" (NV), "Parent's Voice" (NH), "Big Decisions" (NC), "Tomorrow" (OH) and "More Traffic" (VA).
"The Same" (Aug. 17, 2012 - TV ad, CO, FL, IA, NV, OH and VA). +
"Facts" (Aug. 17, 2012 - TV ad, CO, FL, IA, NV, NH, NC, OH and VA). +
"Get Real" (Aug. 14, 2012 - TV ad, CO, IA, NV, OH and VA). +
"Protege el Sueño" (Aug. 10, 2012 - TV ad, CO, FL, NV, OH and VA). +
"Blatant" (Aug. 10, 2012 - TV ad, CO, IA, FL, NV, NC, OH and VA). +
"Son of Boss" (Aug. 9, 2012 - TV ad, to run in VA, NC, FL and OH). +
coal ad, title? (Aug. 6, 2012 - radio ad, OH).
"Important" (Aug. 4, 2012 - TV ad). +
"Balanced" (Aug. 2, 2012 - TV ad). +
"Muchísimo" (Aug. 2, 2012 - TV ad). +
"Stretch" (Aug. 2, 2012 - TV ad, CO, FL, IA, NV, NH, NC, OH and VA). +
"Worried" (July 31, 2012 - TV ad, CO, FL, IA, NV, NH and OH). +
"I Believe" (July 27, 2012 - TV ad, Opening Ceremonies of the Olympic Games). +
"President Obama Shows Support for Ethanol and Biodiesel in Iowa" (July 27, 2012 - radio ad, IA). +
"Women's Choices" (July 26, 2012 - TV ad). +
"Always" (July 24, 2012 - TV ad, FL, IA, NV, NC, OH and VA). +
"The Choice" (July 23, 2012 - TV ad, CO, FL, IA, NV, NH, NC, OH, PA and VA). +
"Cristina Saralegui: La Economía," "Cristina Saralegui: L'Educación" (July 20, 2012 - TV ad, CO, FL and NV). 1, 2
"Makes You Wonder" (July 17, 2012 - TV ad, PA). +
"Firms" (July 14, 2012 - TV ad, CO, FL, IA, NV, NH, NC, OH, PA and VA). +
"Two Plans" (July 11, 2012 - TV ad). +
"Troubled" (July 7, 2012 - TV ad). +
"The Problem" (July 7, 2012 - TV ad). +
"Believes" (July 3, 2012 - TV ad, CO, FL, IA, NV, NH, NC, OH, PA and VA). +
"Revealed - IA," "Revealed - OH," "Revealed - VA" (June 26, 2012 - TV ads). 1, 2, 3
"Rebuild" (June 25, 2012 - TV ad, CO, FL, IA, NV, NH, NC, OH, PA and VA). +
"First Law" (June 21, 2012 - TV ad, CO, FL, IA, NV, NC, OH and VA). +
"Come and Go" (June 20, 2012 - TV ad, CO, FL, IA, NV, NH, NC, OH, PA and VA). +
"Mosaic" (June 20, 2012 - TV ad, CO, FL, IA, NV, NH, NC, OH, PA and VA). +
"Cristina Saralegui: Cuidado de Salud" (June 19, 2012 - TV ads, CO, FL and NV versions). 1, 2
"Number One" (June 12, 2012 - TV ad, CO, FL, IA, NV, NH, NC, OH, PA and VA). +
"We've Got Your Back" (June 12, 2012 - radio ad, national). +
"Jobs" (June 7, 2012 - TV ad, CO, FL, IA, NV, NH, NC, OH, PA and VA and national cable). +
"Heard it Before" (June 4, 2012 - TV ad, CO, FL, IA, NV, NH, NC, OH, PA and VA). +
"That Guy" (June 3, 2012 - TV ad on MTV during MTV Movie Awards). +
"No Fue Fácil" (May 30, 2012 - TV ad, CO, FL, NV). +
Third set of Hispanic media ads [economía y creación de empleos]: "Daniella Urbina," "Ernesto Aprenza," "Lynnette Acosta" (May 30, 2012 - TV and radio ads, CO, FL and NV).
"Sacred Trust" (May 23, 2012 - TV ad, selected states/markets). +
"Personal" (May 23, 2012 - TV ad, selected states/markets). +
More Hispanic media ads: "Elena Vidal McCullough" (.... - TV ad, FL). + "Rodrigo Rios" (... - TV ad, FL). +
"Higher Education" (May 18, 2012 - TV ad, FL and NV). +
"Steel" (May 15, 2012 - TV ad, CO, IA, OH, PA and VA). +
"Succeed" (May 10, 2012 - TV ad, CO, FL, IA, OH and VA). +
"Brian" (May 10, 2012 - TV ad, OH). +
"Reverse" (May 10, 2012 - TV ad - FL and NV; and later in other states). +
Second set of Hispanic media ads [reforma de salud]: "Daniella Urbina," "Ernesto Aprenza," "Lynnette Acosta" (May 8, 2012 - TV and radio ads, CO, FL and NV). +
"Go" (May 7, 2012 - TV ad, CO, FL, IA, NV, NH, NC, OH, PA, VA). +
"Swiss Bank Account" (May 1, 2012 - TV ad, IA, OH and VA). +
More Hispanic media launch ads: "Elena" (April 24, 2012 - TV ad, FL). + "Rodrigo" (April 26, 2012 - TV ad, FL). +
Hispanic media launch ads [educación]: "Daniella," "Ernesto," "Fernando," "Lynnette" (April 18, 2012 - TV and radio ads, CO, FL and NV).
"Remember" (April 2, 2012 - TV ad, CO, FL, IA, NV, OH and VA). +
v. few primary ads
Noteworthy
- A critical period was the time from June to August when attack ads defined Romney. Some focused on his business experience ("Steel") and record as governor ("Heard it Before" and "Number One"). The campaign hit Romney hard on outsourcing ("Swiss Bank Account," "Come and Go," the "Revealed" ads, "Believes," "Problem" and "Firms"). For example, the "Revealed" ads describe Romney as "an outsourcer in chief." Romney's refusal to release his taxes also drew fire ("Firms," "Makes You Wonder," "Stretch" and "Son of Boss"). One of the more commented upon ads in this period was "Firms" which featured Romney singing "America the Beautiful" somewhat off-key as various attack points were shown on the screen.
The Romney campaign did put up several ads rebutting "Obama's dishonest campaign" ("Shame on You," "No Evidence" and "Hope and Change"). Additionally on July 13 Romney himself took the unusual step of doing interviews with five networks to clarify when he had left Bain. Also, in a July 16 memo, the Romney campaign questioned the effectiveness of Obama's advertising. (+) However, many observers point to this episode as a critical failing of the Romney campaign.
Attacks continued into September and October. Tax breaks for millionaires was a frequent line of attack. Romney's 47-percent quote (+) provided grist for attacks such as the ad "My Job" from Sept. 27. The "let Detroit go bankrupt" quote was another favorite (for example "Made in Ohio," "Cynical" and "Collapse"). "Care" from Sept. 29 and "Only Choice" from Oct. 9 charged Romney would make huge cuts to Medicaid; "Preserving" from Sept. 20 and "Earned" from Oct. 9 charged he would replace Medicare with a voucher system. "Economic growth" from Oct. 12 used a clip of Romney on "60 Minutes" to hit his 14 percent rate of federal taxes.
- There were positive ads too; some emphasized the theme of creating jobs ("Go," "Reverse," "Brian," "Succeed" and "Rebuild"). "The Choice" from July 23 is an effective ad featuring Obama talking to the camera. "Table" from Sept. 27 is a two-minute ad, also featuring Obama talking to the camera. Former President Bill Clinton appeared in "Clear Choice" from Aug. 23 and "He's Got it Right" from Oct. 24. One of the more inspirational ads, "Challenges," featured a voiceover by actor Morgan Freeman. "Solid" from Nov. 1 showed clips from Colin Powell's endorsement.
- The campaign ran at least eight TV ads targeting women on reproductive rights and Planned Parenthood ("Troubled," "Women's Choice," "Important," "The Same," "Dangerous," "Decision" "Seen" and "What He'll Do").
- The campaign ran at least 17 Hispanic TV ads (more if one counts :30 and :60 second versions). In April and May the campaign ran three rounds of Hispanic media ads in selected markets in the battleground states of Colorado, Florida and Nevada; these ads, highlighting local organizers, focused on education, health care, and the economy and jobs.
A set of Spanish language ads in June, July and August featured Cristina Saralegui also speaking on health care, the economy and jobs. "De Eso Nada" from September again featured Saralegui. "Decisión Clara" featured former President Clinton with subtitles. "Pagar la Cuenta" was a Florida ad featuring a female attorney. President Obama appeared to do a good job speaking Spanish in "Buen Ejemplo," in which he spoke of the DREAMers. "Critico" from Oct. 24, featured Saralegui and First Lady Michelle Obama.
There were also straight attack ads in Spanish. "La Verdad" hit Romney on his plans to eliminate Obamacare, on opposing aid to people in foreclosures and on his opposition to the DREAM Act. "El Candado" presented a difficult road ahead for Hispanic students if Romney were elected.
- The "Forward" logo on the closing screen was first seen in "Go" on May 7 and was used throughout the campaign. Unlike the Romney campaign, which stuck to a handful of closing screens (particularly a black and white photo of Mitt and Ann Romney), the Obama campaign used a wide variety of
closing screens +.
"Lo Mismo de Siempre" (Nov. 2, 2012 - TV ad, FL). +
"Cynical" (Nov. 1, 2012 - TV ad, MI, OH). +
"Solid" (Nov. 1, 2012 - TV ad, CO, FL, IA, MN, NV, NH, NC, OH, VA and WI) +
Florida radio ad (Nov. 2012 - radio ad, FL).
Virginia radio ad featuring Sen. Warner.
"Endorsed" (Oct. 31, 2012 - radio ad, CO, FL, IA, NV, NH, NC, OH, VA and WI). +
"Collapse" (Oct. 29, 2012 - TV ad, OH). +
"Sleepless" (Oct. 28, 2012 - TV ad). +
"Remember" (Oct. 27, 2012 - TV ad, FL, IA, OH and VA). +
title? (seen Oct. 28, 2012 - TV ad, CO).
"Unbreakable" (Oct. 26, 2012 - TV ad, FL). +
"No One Was Looking" (Oct. 25, 2012 - TV ad). +
"What He'll Do" (Oct. 25, 2012 - TV ad). +
"He's Got it Right" (Oct. 24, 2012 - TV ad, CO, FL, IA, NV, OH and VA). +
"537" (Oct. 24, 2012 - TV ad, CO, FL, IA, NV, NH, OH, VA and WI). +
"Critíco" (Oct. 24, 2012 - TV and radio ad, CO, FL, NV, OH and VA). +
"Determination" (Oct. 23, 2012 - TV ad, CO, FL, IA, NV, NH, NC, OH, VA and WI). +
"Rebuilding" (Oct. 22, 2012 - TV ad). +
"Commitment" (Oct. 20, 2012 - TV ad). +
"Made in Ohio" (Oct. 19, 2012 - TV ad, OH). +
"Wonderful" (Oct. 19, 2012 - TV ad, CO, IA, NV, NH, VA and WI). +
"Seen" (Oct. 18, 2012 - TV ad - VA). +
"Character" (Oct. 15, 2012 - TV ad, OH). +
"Main Street" (Oct. 15, 2012 - TV ad, CO, IA, NV and VA). +
"Challenges" (Oct. 13, 2012 - TV ad). +
"Decision" (Oct. 12, 2012 - TV ad, CO, FL, IA, NV, OH and VA). +
"Economic Growth" (Oct. 12, 2012 - TV ad, CO, IA, NV, NC, OH, VA and WI). +
"Strong Leader" (Oct. 11, 2012 - TV ad - NH). +
"Earned" (Oct. 9, 2012 - TV ad - FL, OH and VA). +
"Buen Ejemplo" (Oct. 9, 2012 - TV and radio ad - CO, FL, NV, OH and VA). +, .
"Only Choice" (Oct. 9, 2012 - TV ad). +
"Big Bird" (Oct. 9, 2012 - TV ad). +
"Policy" (Oct. 8, 2012 - TV ad, VA). +
"Dishonest" (Oct. 6, 2012 - TV ad, CO, FL, IA, NV, NH, NC, OH and VA). +
"Trust" (Oct. 4, 2012 - TV ad, CO, FL, IA, NV, NH, OH and VA). +
"Mandatory" (Oct. 2, 2012 - TV ad, coal). +
"Since When" (Oct. 1, 2012 - TV ad, CO, FL, IA, NV, NH, OH and VA). +
"Care" (Sept. 29, 2012 - TV ad). +
"Ronnie" (Sept. 28, 2012 - radio ad, CO, FL, IA, NV, NC, OH, PA, VA and WI). +
"On Point" (Sept. 28, 2012 - radio ad, CO, FL, IA, NV, NC, OH, PA, VA and WI). +
"My Job" (Sept. 27, 2012 - TV ad, CO, FL, IA, NV, NH, OH and VA). +
"Table" (Sept. 27, 2012 - TV ad, CO, FL, IA, NV, NH, OH and VA). +
"To Us" (Sept. 26, 2012 - TV ad). +
"Pedir Prestado" (Sept. 26, 2012 radio ad, CO, FL, NV, OH and VA). +
"El Candado" (Sept. 26, 2012 - TV ad, CO, FL, NV, OH and VA). +
"Fair Share" (Sept. 25, 2012 - TV ad, CO, FL, IA, NV, NH, NC, OH and VA). +
"No Taxes" (Sept. 24, 2012 - TV ad, OH). +
"Not One of Us" (Sept. 23, 2012 - TV ad, eastern and southern OH, coal). +
"Preserving" (Sept. 20, 2012 - TV ad, CO, FL and IA). +
"Pay the Bills" (Sept. 18, 2012 - TV ad, CO, IA, NV, NH, OH and VA). +
"Tires" (Sept. 17, 2012 - TV ad, national cable). +
"The Question" (Sept. 15, 2012 - TV ad, CO, FL, IA, NV, NH, OH and VA). +
"The Cheaters" (Sept. 14, 2012 - TV ad, CO, FL, IA, NV, NH, NC, OH, VA and WI). +
"De Eso Nada" (Sept. 14, 2012 - TV ad, CO, FL, NV, OH and VA). +
"Pagar la Cuenta" (Sept. 14, 2012 - TV ad, FL). +
"The Choice"-updated (Sept. 12, 2012 - TV ad). +
"Guide" (Sept. 12, 2012 - TV ad). +
"Won't Say" (Sept. 12, 2012 - TV ad, IA, NV, OH and VA). +
"Dangerous" (Sept. 11, 2012 - TV ad). +
"Gotta Tune In" (Sept. 6, 2012 - TV ad on MTV during VMAs). +
"Decisión Clara" (Sept. 5, 2012 - TV ad). +
"Heavy Load" (Sept. 3, 2012 - TV ad, CO, FL, IA, NV, NH, OH and VA). +
"Promises" (Aug. 25, 2012 - TV ad, CO, IA, NV, OH and VA). +
"Clear Choice" (Aug. 24, 2012 - TV ad, CO, FL, IA, NV, NH, NC, OH and VA). +
"Children" (Aug. 23, 2012 - TV ad, OH and VA) +
"La Verdad" (Aug. 22, 2012 - TV ad, CO, FL, NV, OH and VA). 1, 2
Radio ads on impact of Romney-Ryan Budget (Aug. 20, 2012): "Tax Credits" (CO), "Already Talking" (FL), "Watching" (IA), "Come Home" (NV), "Parent's Voice" (NH), "Big Decisions" (NC), "Tomorrow" (OH) and "More Traffic" (VA).
"The Same" (Aug. 17, 2012 - TV ad, CO, FL, IA, NV, OH and VA). +
"Facts" (Aug. 17, 2012 - TV ad, CO, FL, IA, NV, NH, NC, OH and VA). +
"Get Real" (Aug. 14, 2012 - TV ad, CO, IA, NV, OH and VA). +
"Protege el Sueño" (Aug. 10, 2012 - TV ad, CO, FL, NV, OH and VA). +
"Blatant" (Aug. 10, 2012 - TV ad, CO, IA, FL, NV, NC, OH and VA). +
"Son of Boss" (Aug. 9, 2012 - TV ad, to run in VA, NC, FL and OH). +
coal ad, title? (Aug. 6, 2012 - radio ad, OH).
"Important" (Aug. 4, 2012 - TV ad). +
"Balanced" (Aug. 2, 2012 - TV ad). +
"Muchísimo" (Aug. 2, 2012 - TV ad). +
"Stretch" (Aug. 2, 2012 - TV ad, CO, FL, IA, NV, NH, NC, OH and VA). +
"Worried" (July 31, 2012 - TV ad, CO, FL, IA, NV, NH and OH). +
"I Believe" (July 27, 2012 - TV ad, Opening Ceremonies of the Olympic Games). +
"President Obama Shows Support for Ethanol and Biodiesel in Iowa" (July 27, 2012 - radio ad, IA). +
"Women's Choices" (July 26, 2012 - TV ad). +
"Always" (July 24, 2012 - TV ad, FL, IA, NV, NC, OH and VA). +
"The Choice" (July 23, 2012 - TV ad, CO, FL, IA, NV, NH, NC, OH, PA and VA). +
"Cristina Saralegui: La Economía," "Cristina Saralegui: L'Educación" (July 20, 2012 - TV ad, CO, FL and NV). 1, 2
"Makes You Wonder" (July 17, 2012 - TV ad, PA). +
"Firms" (July 14, 2012 - TV ad, CO, FL, IA, NV, NH, NC, OH, PA and VA). +
"Two Plans" (July 11, 2012 - TV ad). +
"Troubled" (July 7, 2012 - TV ad). +
"The Problem" (July 7, 2012 - TV ad). +
"Believes" (July 3, 2012 - TV ad, CO, FL, IA, NV, NH, NC, OH, PA and VA). +
"Revealed - IA," "Revealed - OH," "Revealed - VA" (June 26, 2012 - TV ads). 1, 2, 3
"Rebuild" (June 25, 2012 - TV ad, CO, FL, IA, NV, NH, NC, OH, PA and VA). +
"First Law" (June 21, 2012 - TV ad, CO, FL, IA, NV, NC, OH and VA). +
"Come and Go" (June 20, 2012 - TV ad, CO, FL, IA, NV, NH, NC, OH, PA and VA). +
"Mosaic" (June 20, 2012 - TV ad, CO, FL, IA, NV, NH, NC, OH, PA and VA). +
"Cristina Saralegui: Cuidado de Salud" (June 19, 2012 - TV ads, CO, FL and NV versions). 1, 2
"Number One" (June 12, 2012 - TV ad, CO, FL, IA, NV, NH, NC, OH, PA and VA). +
"We've Got Your Back" (June 12, 2012 - radio ad, national). +
"Jobs" (June 7, 2012 - TV ad, CO, FL, IA, NV, NH, NC, OH, PA and VA and national cable). +
"Heard it Before" (June 4, 2012 - TV ad, CO, FL, IA, NV, NH, NC, OH, PA and VA). +
"That Guy" (June 3, 2012 - TV ad on MTV during MTV Movie Awards). +
"No Fue Fácil" (May 30, 2012 - TV ad, CO, FL, NV). +
Third set of Hispanic media ads [economía y creación de empleos]: "Daniella Urbina," "Ernesto Aprenza," "Lynnette Acosta" (May 30, 2012 - TV and radio ads, CO, FL and NV).
"Sacred Trust" (May 23, 2012 - TV ad, selected states/markets). +
"Personal" (May 23, 2012 - TV ad, selected states/markets). +
More Hispanic media ads: "Elena Vidal McCullough" (.... - TV ad, FL). + "Rodrigo Rios" (... - TV ad, FL). +
"Higher Education" (May 18, 2012 - TV ad, FL and NV). +
"Steel" (May 15, 2012 - TV ad, CO, IA, OH, PA and VA). +
"Succeed" (May 10, 2012 - TV ad, CO, FL, IA, OH and VA). +
"Brian" (May 10, 2012 - TV ad, OH). +
"Reverse" (May 10, 2012 - TV ad - FL and NV; and later in other states). +
Second set of Hispanic media ads [reforma de salud]: "Daniella Urbina," "Ernesto Aprenza," "Lynnette Acosta" (May 8, 2012 - TV and radio ads, CO, FL and NV). +
"Go" (May 7, 2012 - TV ad, CO, FL, IA, NV, NH, NC, OH, PA, VA). +
"Swiss Bank Account" (May 1, 2012 - TV ad, IA, OH and VA). +
More Hispanic media launch ads: "Elena" (April 24, 2012 - TV ad, FL). + "Rodrigo" (April 26, 2012 - TV ad, FL). +
Hispanic media launch ads [educación]: "Daniella," "Ernesto," "Fernando," "Lynnette" (April 18, 2012 - TV and radio ads, CO, FL and NV).
"Remember" (April 2, 2012 - TV ad, CO, FL, IA, NV, OH and VA). +
v. few primary ads
Noteworthy
- A critical period was the time from June to August when attack ads defined Romney. Some focused on his business experience ("Steel") and record as governor ("Heard it Before" and "Number One"). The campaign hit Romney hard on outsourcing ("Swiss Bank Account," "Come and Go," the "Revealed" ads, "Believes," "Problem" and "Firms"). For example, the "Revealed" ads describe Romney as "an outsourcer in chief." Romney's refusal to release his taxes also drew fire ("Firms," "Makes You Wonder," "Stretch" and "Son of Boss"). One of the more commented upon ads in this period was "Firms" which featured Romney singing "America the Beautiful" somewhat off-key as various attack points were shown on the screen.
The Romney campaign did put up several ads rebutting "Obama's dishonest campaign" ("Shame on You," "No Evidence" and "Hope and Change"). Additionally on July 13 Romney himself took the unusual step of doing interviews with five networks to clarify when he had left Bain. Also, in a July 16 memo, the Romney campaign questioned the effectiveness of Obama's advertising. (+) However, many observers point to this episode as a critical failing of the Romney campaign.
Attacks continued into September and October. Tax breaks for millionaires was a frequent line of attack. Romney's 47-percent quote (+) provided grist for attacks such as the ad "My Job" from Sept. 27. The "let Detroit go bankrupt" quote was another favorite (for example "Made in Ohio," "Cynical" and "Collapse"). "Care" from Sept. 29 and "Only Choice" from Oct. 9 charged Romney would make huge cuts to Medicaid; "Preserving" from Sept. 20 and "Earned" from Oct. 9 charged he would replace Medicare with a voucher system. "Economic growth" from Oct. 12 used a clip of Romney on "60 Minutes" to hit his 14 percent rate of federal taxes.
- There were positive ads too; some emphasized the theme of creating jobs ("Go," "Reverse," "Brian," "Succeed" and "Rebuild"). "The Choice" from July 23 is an effective ad featuring Obama talking to the camera. "Table" from Sept. 27 is a two-minute ad, also featuring Obama talking to the camera. Former President Bill Clinton appeared in "Clear Choice" from Aug. 23 and "He's Got it Right" from Oct. 24. One of the more inspirational ads, "Challenges," featured a voiceover by actor Morgan Freeman. "Solid" from Nov. 1 showed clips from Colin Powell's endorsement.
- The campaign ran at least eight TV ads targeting women on reproductive rights and Planned Parenthood ("Troubled," "Women's Choice," "Important," "The Same," "Dangerous," "Decision" "Seen" and "What He'll Do").
- The campaign ran at least 17 Hispanic TV ads (more if one counts :30 and :60 second versions). In April and May the campaign ran three rounds of Hispanic media ads in selected markets in the battleground states of Colorado, Florida and Nevada; these ads, highlighting local organizers, focused on education, health care, and the economy and jobs.
A set of Spanish language ads in June, July and August featured Cristina Saralegui also speaking on health care, the economy and jobs. "De Eso Nada" from September again featured Saralegui. "Decisión Clara" featured former President Clinton with subtitles. "Pagar la Cuenta" was a Florida ad featuring a female attorney. President Obama appeared to do a good job speaking Spanish in "Buen Ejemplo," in which he spoke of the DREAMers. "Critico" from Oct. 24, featured Saralegui and First Lady Michelle Obama.
There were also straight attack ads in Spanish. "La Verdad" hit Romney on his plans to eliminate Obamacare, on opposing aid to people in foreclosures and on his opposition to the DREAM Act. "El Candado" presented a difficult road ahead for Hispanic students if Romney were elected.
- The "Forward" logo on the closing screen was first seen in "Go" on May 7 and was used throughout the campaign. Unlike the Romney campaign, which stuck to a handful of closing screens (particularly a black and white photo of Mitt and Ann Romney), the Obama campaign used a wide variety of
closing screens +.
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