General Election Ads—Romney for President (List)

The Romney campaign launched its general election TV advertising with the 30-second spot "Day One," announced on May 18, and followed up with several other "Day One" themed ads.  These first ads outlined actions a President Romney would take on day one, actions which would reverse Obama policies, and they present Romney as a strong leader.  The campaign expanded upon the theme in four "First 100 Days" ads for battleground states launched on June 22.  In contrast to the Romney campaign videos, the early ads were generally upbeat.  For example "A Better Day," struck a hopeful note as the announcer stated, "But there’s something more than legislation or new policy.  It’s the feeling we’ll have that our country’s back, back on the right track."   "Believe in Our Future," a positive Romney/RNC coordinated ad from July 31, includes footage of Romney driving an SUV and has the tag line "Believe in the America you built.  Believe we can build it again." 

One of the most frequently made criticisms of the Romney campaign is that it did not run positive, biographical ads early on and allowed the Obama campaign to define him.  Several ads ("Shame on You," "No Evidence" and "Hope and Change") did take Obama to task for running negative and inaccurate ads, and super PACs aligned with Romney also were running ads, but many observers pointed to this.

The Romney campaign went negative and inaccurate as well.  Ads attacking Obama for "gutting welfare reform" in August drew criticism.  A relatively late ad, "Who Will Do More?" run in Ohio, was also widely criticized; it contained the charge that "Obama took GM and Chrysler into bankruptcy, and sold Chrysler to Italians who are going to build Jeeps in China." 

The economy was obviously a major theme.  In one of the more effective ads, "The Romney Plan" (Sept. 17) Romney outlined how he proposed to help the middle class and add 12 million jobs in four years.  This ad and a number of others included the point that Romney would get tough on China; he vowed to "crack down on cheaters like China." (see also "Failing American Workers" from Sept. 13 and "Stand Up to China" from Sept. 24).  A number of ads included the argument that "we just can't afford four more years."  In the closing weeks the campaign pushed the notion of Romney's ability to work across the aisle (see for example "Bringing People Together" from Oct. 19).

"The Romney Plan" was the first general election ad featuring Romney talking directly to the camera; a few more followed and they seemed pretty effective.  A significant proportion of the ads run in October were based on clips from the debates.

There were a number of targeted ads.  In September there were several ads on the war on coal theme.  "Dear Daughter" (Sept. 18), "Melanie" (Oct. 6) and "Sarah" (Oct. 18) targeted women.

The campaign produced at least 19 Spanish language TV ads and three radio ads, including a couple featuring Romney's son Craig, one with Sen. Marco Rubio, one with Gov. Luis Fortuño and a late ad in South Florida targeting the Cuban community; others were simply versions of the English language ads.  Four of the Spanish language ads were Romney for President/RNC coordinated ads. 

Note: Viewers in several non-battleground states also had a chance to see Romney in TV ads; in the closing weeks he taped commercials for U.S. Senate candidates Richard Mourdock, Rick Berg and Danny Rehberg (1, 2, 3).  

See the graphic page.

Romney for President General Election Ads
"Focus" (Nov. 5, 2012 - radio ad, OH). +
"Bigger, Better America" (Nov. 4, 2012 - TV ad). +
"Revenge Or Love Of Country" (Nov. 3, 2012 - TV ad). +
Minnesota radio ad (Nov. 2, 2012 - radio ad).
"Iowa Newspapers Agree" (Nov. 1, 2012 - TV ad, IA). +
"Secretary of Business" (Nov. 1, 2012 - TV ad). +

title? (seen Oct. 31, 2012 - TV ad).
Jeep ad (late Oct. 2012 - radio ad, OH). +
"Chávez Por Obama" (Oct. 30, 2012 - TV ad, FL). +
"Crushed by Your Policies" (Oct. 30, 2012 -TV ad, PA coal country). +
"Who Will Do More?" (Oct. 27, 2012 - TV ad, OH). +
Women Cabinet members ad (seen Oct. 26, 2012 - TV ad, VA).
"Un Mejor Camino" (Oct. 25, 2012 - TV ad). +
"Our Navy" (Oct. 25, 2012 - radio ads, FL, NH and VA versions). +
"Highest Responsibility" (Oct. 23, 2012 - TV ad). +
"The Clear Path" (Oct. 23, 2012 - TV ad). +
"Apology Tour" (Oct. 23, 2012 - TV ad). +
"Find a Way" (Oct. 21, 2012 - TV ad). +
"The Obama Plan" (Oct. 20, 2012 - TV ad). +
"Bringing People Together" (Oct. 19, 2012 - TV ad). +
"Sarah" (Oct. 18, 2012 - TV ad). +
"Nuestro Futuro" (Oct. 18, 2012 - radio ad). +
“Soluciones para la Inmigración" (Oct. 17, 2012 - coordinated TV ad). +
"The Choice" (Oct. 17, 2012 - TV ad). +
"Fiscal Discipline" (Oct. 14, 2012 - TV ad). +
"No Laughing Matter" (Oct. 12, 2012 - radio ad). +
"Helping the Middle Class" (Oct. 10, 2012 - TV ad). +
"Putting Jobs First" (Oct. 10, 2012 - TV ad). +
“Merecemos” (Oct. 9, 2012 - TV ad). +
Voinovich radio ad (Oct. 8, 2012 - radio ad, OH).
"$5 Trillion" (Oct. 7, 2012 - TV ad). +
"Melanie" (Oct. 6, 2012 - TV ad). +
"Ohio Jobs" (Oct. 5, 2012 - TV ad, OH). +
"Born and Raised in Nevada" (Oct. 5, 2012 - TV ad). +
"Facts Are Clear" (Oct. 5, 2012 - TV ad). +
"Who Will Raise Taxes?" (Oct. 4, 2012 - TV ad). +
"12 Million Jobs" (Oct. 4, 2012 - TV ad). +
"Many Americans" (Oct. 3, 2012 - TV ad). +
"Legado" (Oct. 2, 2012 - coordinated TV ad). +
"Already Has" (Oct. 2, 2012 - coordinated TV ad). +

"Nuestra Comunidad" (Sept. 28, 2012 - TV ad). +
"Bankrupt" (Sept. 27, 2012 - TV ad, coal). +
"Too Many Americans" (Sept. 26, 2012 - TV ad). +
"Stand Up to China" (Sept. 24, 2012 - TV ad). +
"Mute Button" (Sept. 23, 2012 - TV ad). +
“Salvará” (Sept. 21, 2012 - TV ad). +
"Esperábamos" (Sept. 21, 2012 - coordinated TV ad). +
"Promesas" (Sept. 20, 2012 - radio ad en Español). +
"Least We Can Do" (Sept. 20, 2012 - TV ad). +
"War on Coal" (Sept. 19, 2012 - TV ad, coal). +
"Way of Life" (Sept. 19, 2012 - TV ad, coal). +
"Dear Daughter" (Sept. 18, 2012 - TV ad). +
"Failing American Families" (Sept. 17, 2012 - TV ad). +
"The Romney Plan" (Sept. 17, 2012 - TV ad). +
"Failing American Workers" (Sept. 13, 2012 - TV ad). +
“Yo Pagué” (Sept. 12, 2012 - TV ad). +
"A Better Future: Wisconsin - Deficit" (Sept. 9, 2012 - TV ad). +
"Ya No Más” (Sept. 8, 2012 - TV ad). +
“A Better Future” (Sept. 7, 2012 - TV ads - 15 ads in 8 states: CO, FL, IA, NV, NH, NC, OH and VA):
    “A Better Future: Colorado - Defense” +  -   “A Better Future: Colorado - Overregulation” +
    "A Better Future: Florida - Defense” +  -   “A Better Future: Florida - Home Values” +
    "A Better Future: Iowa - Deficit" +  -  "A Better Future: Iowa - Overregulation" +
    “A Better Future: Nevada” +
    “A Better Future: New Hampshire” +
    “A Better Future: North Carolina - Defense”  -  “A Better Future: North Carolina - Manufacturing”
    “A Better Future: Ohio - Defense”  -  “A Better Future: Ohio - Manufacturing”
    “A Better Future: Virginia - Energy”  -  “A Better Future: Virginia - Defense”  -  “A Better Future: Virginia - Families”
"Give Me a Break" (Sept. 6, 2012). +

"Juntos" (Aug. 28, 2012 - TV ad). +
"Los Invito" (Aug. 27, 2012 - radio ad en Español). +
"Nothing's Free" (Aug. 22, 2012 - TV ad). +
"Richmond Times-Dispatch on Welfare Reform" (Aug. 20, 2012 - TV ad). +
"No Podemos Más!" (Aug. 15, 2012 - coordinated TV ad). +
"Paid In" (Aug. 14, 2012 - TV ad). +
"Long History" (Aug. 13, 2012 - coordinated TV ad). +
"America Deserves Better" (Aug. 10, 2012 - TV ad). +
"Be Not Afraid" (Aug. 9, 2012 - coordinated TV ad). +
"Right Choice" (Aug. 7, 2012 - coordinated TV ad). +
"It's Just Not Getting Better" (Aug. 5, 2012 - TV ad). +
"Cherished Relationship" (Aug. 5, 2012 - TV ad). +
"Focus" (Aug. 2, 2012 - TV ad, FL). +
"Dream" (Aug. 1, 2012 - coordinated TV ad). +

"Believe In Our Future" (July 31, 2012 - coordinated TV ad). +
"These Hands" (July 20, 2012 - TV ad). +
"Where Did All The Money Go?" (July 18, 2012 - TV ad). +
"País de Inmigrantes" (July 18, 2012 - TV ad). +
"Hope and Change" (July 15, 2012 - TV ad). +
"No Evidence" (July 12, 2012 - TV ad). +
"Los Invito" (July 11, 2012 - TV ad). +

"Shame on You" (June 29, 2012 - TV ad, OH). +
"First 100 Days: Iowa," "First 100 Days: North Carolina," "First 100 Days: Ohio," "First 100 Days: Virginia" (June 22, 2012 - TV ads). 1, 2, 3, 4
"¿Van Bien?" (June 18, 2012 - TV ad). +
"Doing Fine?" (June 14, 2012 - TV ad). +
"Liderazgo Sólido" (June 11, 2012 - TV ad). +
"Strong Leadership" (June 8, 2012 - TV ad). +
"A Better Day" (June 1, 2012 - TV ad, acc. news reports including in IA, NC, OH and VA). +  "Un Día Mejor" (June 1, 2012 - TV ad, no info. on buy). +

"Day One, Part Two" (May 24, 2012 - TV ad). + “Día Uno, Parte Dos” (May 24, 2012 - TV ad). +
"Day One" (May 18, 2012  - TV ad, acc. news reports including in IA, NC, OH, VA). +  "Día Uno" (May 18, 2012 - TV ad, no info. on buy). +


primary ads