Ad War Update: The Romney Avalanche


Above is a screenshot of the 15 new ads the Romney campaign is now airing in the eight core battleground states, each following an almost identical formula that hits Obama on economic issues tailored to each state. Every ad begins with a cut from Romney's convention speech:

This president can ask us to be patient. This president can tell us it was someone else's fault. But this president cannot tell us that you're better off today than when he took office.

Then the ads pivot into state-specific claims:

Here in [state], we're not better off under President Obama. [list of problems Obama is implied to be responsible for].

Romney's plan? [list of generic GOP solutions], create [number] new jobs for [state].

The issues vary by state but include defense spending/national security, low home values, energy policy, the deficit, unemployment rates, government regulation, and trade/China. Some examples: In ads for CO, FL, NC, OH and VA, the Romney campaign says Obama's "defense cuts will weaken national security and threaten [large #] of [state] jobs." In CO and IA, the campaign says Obama's "excessive government regulations are crushing" job creation or family farms. In VA, Obama's "war on coal, gas, and oil is crushing energy and manufacturing jobs." In OH and NC, Obama's "failed economic and trade policies with China have destroyed thousands of jobs." In FL, it's about home values and foreclosure rates. In NH, it's about high fuel prices.

Romney's proposed solutions include, verbatim:

Reverse Obama's defense cuts, strengthen our military,

Tax cuts for middle class families, North American energy independence,

Repeal Obama's excessive regulations, foster innovation,

Cut government spending, eliminate the deficit,

Cut taxes and red tape for small businesses, improve education and job training,

Provide alternatives to foreclosure, end the mortgage lending freeze,

Stand up to China, reverse Obama job-killing policies,

And every ad ends with a promise to create some large number of jobs in each respective state. Here's a military-centric ad for Virginia:

And here's an ad for Iowa on government regulation:

So far it seems as though the Romney campaign has spent around $4.5 million to air the 15 ads this weekend, but it's not yet clear how much more they will spend on this blitz. In contrast, the Obama campaign released only one new ad, a GOTV push for young voters that ran during last night's MTV Video Music Awards:

Elsewhere, Claire McCaskill is out with a clever new ad championing her centricity:

In miscellaneous news, with ten weeks left to go until Election Day, outside spending has already surpassed the 2008 pre-Citizens United amount. Lucia Moses has put together a fantastic set of infographics tracking the campaigns' overwhelmingly negative tone. On a lighter note, last night the Obama campaign promoted tweets based on the usage of the Joe Biden's favorite word. And Comedy Central is running political-style attack ads against "rivals" CNN and Fox News:

Ad War archive here.