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VIDEO: Day One

Russ Schriefer Discusses the Launch of the Romney Television Campaign

By: Ben Howe (Diary)  |  May 18th, 2012 at 09:45 AM  | 

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The Romney campaign has released their first television ad and sent out a web version of it to their supporters earlier this morning.


The ad has a very optimistic tone, and, rather than speaking in platitudes, the ad provides specificity around how a President Romney will differ from a President Obama.

Dan Spencer has the transcript:

President Romney will have much to do, but approving the Keystone Pipeline, introducing tax reform to encourage job growth, and replacing ObamaCare will be a good start.

You can watch the ad here.

“Day One” Script

VIDEO TEXT: “What would a Romney Presidency be like?”

VOICEOVER: “What would a Romney Presidency be like?”

VIDEO TEXT: “Day 1″

VOICEOVER: “Day one, President Romney immediately approves the Keystone pipeline, creating thousands of jobs that Obama blocked.”

VOICEOVER: “President Romney introduces tax cuts and reforms that reward job creators, not punish them.”

VOICEOVER: “President Romney issues order to begin replacing ObamaCare with commonsense health care reform.”

VOICEOVER: “That’s what a Romney Presidency will be like.”

MITT ROMNEY: “I’m Mitt Romney and I approve this message.”

Romney’s ad pleasantly provides a more realistic optimism than the recent Obama tv ad “Forward.” Obama’s ad not only forces people to listen to an opening chocked full of excuses, it also forces people to suspend the reality of their day to day lives and believe the campaign when they say, “We totally promise things are better even though it doesn’t seem like it.”

Optimism is the right tone for Romney to hit tempered with appropriate fear of an Obama reelection. On a conference call with Russ Schriefer, Romney’s top ad guy, I asked why they would choose to launch ahead of the weekend news cycle (a cycle in which big stories often get lost). Schriefer seemed unconcerned about this conventional wisdom.

“I think that has become less important that you launch on a Tuesday or Wednesday,” said Schriefer. “I think that with the way news cycles are and the work you guys do, the message gets out,” he continued, “We thought we were ready and we wanted to start the campaign.”

I’m not sure that I entirely concur with the reasoning as certainly bad news tends to be revealed on a Friday for the very reason that it will be suppressed by the weekend lull. However, with the massive online video campaign they have been running they will probably not be lacking in any video coverage from online media.

COMMENTS

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  • reaganator

    What happened to repeal?

    • Ben Howe

      Based on previous calls with them that they are trying to use words that indicate an intent to not only get rid of Obamacare but to also put a real reform in its place.

      Additionally, they’ve mentioned more than once that they believe there’s a strong chance that Obamacare will be overturned at SCOTUS at which time replacement is all that’s required.

      All that said, good catch and I wish I’d caught it do I could’ve asked.

      • commonsenseobserver

        It does say that Romney would end Obamacare.

        “Terminar”, or something.

      • reaganator

        I’d feel better though, if they would have waited until after the ruling has been released to start the replacement talks.

        This change in narrative, coupled with the story that Dan covered on wednesday are not giving me warm and fuzzies.

    • RichmondG30

      0%

      Chance of Romney repealing Obamacare? >0%

      That’s good enough for me to focus on removing the current POTUS from office.

      Please, let’s not get bogged down in this silliness and get distracted from the real goal: Eliminating the scourge called Barack Hussein Obama from the American landscape once and for all.

      • reaganator

        0%

        Chance of winning with a ticket? >0%

        Yet that still doesn?t make me want to buy a ticket.

        I’m not advocating a vote for Barack Obama. He is the ultimate goal. As conservatives I think it is important to clarify and question the republican candidate all the way thru and after the election.

        I don?t know about you, but I am tired of buyer?s remorse.

      • reaganator

        0%

        Chance of winning with a ticket? >0%

        Yet that still doesn?t make me want to buy a ticket.

        I’m not advocating a vote for Barack Obama. He is the ultimate goal. As conservatives I think it is important to clarify and question the republican candidate all the way thru and after the election.

        I don?t know about you, but I am tired of buyer?s remorse.

  • icesweeper

    It needs to be replaced with reforms. The Republicans screwed up by not grabbing onto this issue during the Hillarycare to Obamacare gap. That left the window open for drastic reform with socialist solutions.

    People are frustrated by their health care choices. Republicans can either solve it with free market solutions or the Democrats will give it another try down the road.

    1. We personally have run into utterly LUDICROUS applications of the pre-existing conditions concern.
    2. Reforming state insurance rules to allow cross-state coverage will enhance competition and reduce employer overhead required to follow each states rules.
    3. The more that health care is funded away from the average taxpayer’s eyes, the more expensive and ridiculous it will become.
    4. Insurance by definition is to cover a set of risks during a certain time period. HSA’s and high deductible plans cover the regular care cheaply and the catastrophic issues by insurance. The way insurance is supposed to.

    As to the ad, nice ad. I am/was a Perry fan, but can live with Romney. I actually foresee a landslide and now we need to give him the Senate and House he needs and we want.

  • Neal Kahn

    It’s short and sweet and and filled with red meat.