Josh Green analyzes Obama's 2012 campaign launch video:
To me, the most important character here is Ed from North Carolina, the older white man who rationalizes his support for Obama even though he "doesn't agree with him on everything." I suspect the thrust of Obama's campaign will be geared toward winning over the Eds of the country, people who aren't rapturous about Obama, or even sure they like him, but are nonetheless open to supporting him, especially if they can be prompted, or led, to engage in the same sort of dispassionate analysis we see Ed making here. In that way–passion versus dispassion–I think we're probably getting a glimpse of how the upcoming campaign will differ from the last one.
Dave Weigel likewise notes the new campaign's restrained rhetoric in a post titled, "Obama 2012: Eh, Why Not?"