Mitt Romney’s campaign appears to be hoping swing-state voters have reverse TV-watching habits, and pay attention to commercials while ignoring cable news. As the media drills deeper into questions over when exactly he left daily control of Bain Capital, Romney has launched a second television commercial calling President Obama a liar.
The “Obama-is-a-liar” message is the Romney campaign’s main pushback on Obama’s Bain Capital attacks, which polling has shown is making an impact on Romney’s support in key swing states.
Romney launched his first commercial Thursday calling Obama’s attacks over Bain a lie. On Friday, Romney’s campaign unleashed another, this one calling Obama “dishonest”:
The ads represent a serious messaging push by Romney. The Washington Post reported Thursday that the first “liar” ad “is running in multiple markets in every one of these states: Ohio, Virginia, Colorado, Florida, Iowa, North Carolina, and New Hampshire.”
Aggressive swing-state messaging has been a winning formula for Obama this cycle. His campaign and a supporting super PAC pushed ahead with the Bain attacks on Romney even as the press — and some fellow Democrats — questioned the strategy. But polls have shown that was the right move.
Romney appears to be hoping getting similarly aggressive will pay off in kind.