Romney is highlighting a personal story in a new ad.
WASHINGTON (CNN) - Campaign holiday ads are the big trail trend this week, with Mike Huckabee, Rudy Giuliani and Barack Obama all debuting gauzy ads filmed in front of Christmas trees. But Mitt Romney is out with a new 30-second spot that's more Times Square than tinsel.
In 'Searched' - airing in New Hampshire this week - Robert Gay, one of Romney’s former business associates, tells viewers how the former Massachusetts governor brought the entire team to New York City to help find his daughter Melissa.
"He said, 'I don’t care how long it takes – we’re going to find her,'" says Gay. "He set up a command center and searched through the night. The man who helped save my daughter was Mitt Romney."
The 14-year-old had disappeared after attending a rave in the city in 1996, when Rudy Giuliani was still mayor. In information the campaign sent to reporters about the incident, it includes an excerpt from the Boston Globe coverage following Melissa Gay’s safe return, in which Romney reflects on the dark side of life in New York:
"The partners, however, are still taking stock of their visit to the dark corners of New York, putting up posters and talking to runaways outside seedy nightclubs and peep shows. Romney said he can't escape some of the images he carries with him from his week in the New York underworld. 'It was a shocker,' he said. 'The number of lost souls was astounding…"
–CNN Associate Political Editor Rebecca Sinderbrand