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December, 19th 2007

Christmas ads

– Liz Mair

Readers will note there have been quite a few Christmas/Holiday ads put out in the last 24 hours. I must say, I am not a fan of the bulk of them. I thought Obama's was surprisingly boring and a bit lame. Hillary's felt predictably crass and not terribly clever. Rudy's was funny, though I'm a little unconvinced by the sweater vest. Apart from his, I don't really know what any of them bring to the party (so to speak), apart from being I suppose somewhat heart-warming and accomplishing some must-offer-holiday-wishes box-ticking.

However, Romney's ad released today, was a breath of fresh air.

The ad doesn't focus on the holidays-- so very different from the rest (and different is good). It also shows a very personal, real, and appealing side of Romney-- something I'm not sure has been conveyed 100% by his previous ads. In this ad, Romney's loyalty and legitimate caring for people within his broader family --in this case, the Bain one--shines through. It nicely gets across the point that Romney is something more than the perfect candidate with the perfect positions and the perfect staff. He's someone with emotions-- strong ones, in fact, which compelled him to take some pretty extraordinary action. And the fact that he took it, and it's recounted by a guy who's deeply grateful for it, tells the voter that if he's elected President, he'd be ready to take that extraordinary action, out of a deep sense of caring, for you, personally, the American voter. Moreover, the ad feels sincere and honest-- concepts whose linking to Romney are bound to benefit him over the next couple of weeks.

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