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VIDEO: Day One

Russ Schriefer Discusses the Launch of the Romney Television Campaign

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.

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