Obama ad uses different tone in drawing contrast with Romney
July 23rd, 2012
04:48 PM ET
8 years ago

Obama ad uses different tone in drawing contrast with Romney

(CNN) – President Barack Obama says in a new television spot that the economic plan favored by his rival Mitt Romney is a tired approach that would only favor the wealthy.

The Obama campaign says the minute-long ad, called "The Choice," will air in nine battleground states: Colorado, Florida, Iowa, North Carolina, New Hampshire, Nevada, Ohio, Pennsylvania, and Virginia. Obama's campaign said on Sunday they would not air any ads in Colorado through Friday in light of the shooting there last week. "The Choice" will begin airing in the state on Saturday, the Obama campaign tells CNN.

- Follow the Ticker on Twitter: @PoliticalTicker

In the spot, Obama looks directly into the camera and tells voters, "Over the next four months, you have a choice to make."

The president says the choice isn't just between Democrats and Republicans, or between himself and Romney.

"It's a choice between two very different plans for our country," Obama explains. "Governor Romney's plan would cut taxes for the folks at the very top. Roll back regulations on big banks. And he says that if we do, our economy will grow and everyone will benefit. But you know what? We tried that top down approach. It's what caused the mess in the first place."

By contrast, Obama says his plan would "ask the wealthy to pay a little more so we can pay down our debt in a balanced way, so that we can afford to invest in education, manufacturing and home-grown American energy."

Obama concludes by laying out the stakes he sees in November's election: "Sometimes politics can seem very small. But the choice you face, it couldn't be bigger."

The latest spot from the Obama campaign is a sharp contrast from an ad that has been running for the past week that hits Romney for reports he outsourced jobs as a private equity executive. The ad uses graphics of various news reports over video of Romney singing "America the Beautiful."

Other spots from Obama's campaign have been similarly negative, including profiling companies that were closed after being taken over by Bain Capital, the private equity firm run by Romney.

Responding to the ad, Romney's campaign attacked the president's record on job creation and said he was "unqualified" to lead the country.

“President Obama believes that government creates jobs, not hard-working entrepreneurs and small-business owners. Not only are his ‘you didn’t build that’ comments insulting to job creators, but they also reflect how unqualified he is to lead our country toward an economic recovery. Instead of meeting with his Jobs Council, he is busy holding fundraisers, playing golf and trying to tear down Mitt Romney. Mitt Romney will never be too busy to focus on jobs and the economy and it will be his top priority as president,” said Amanda Henneberg, Romney campaign spokesperson.

- Check out the CNN Electoral Map and Calculator and game out your own strategy for November.

Filed under: 2012 • Ads • Mitt Romney • President Obama
soundoff (397 Responses)
  1. Phil

    How is this a new tone? Is he going more baritone? Because it looks like he's saying all the same s&$%.

    July 24, 2012 09:31 am at 9:31 am |
  2. Paul in NH

    We don't know what Romney will do because he hasn't really presented any policy positions outside of giving the rich more tax breaks (like they need them)- only I'm better than Obama – however if the track record of Republican governors is any indication, If Romney is elected, you can say goodbye to the working class – we'll be going back to the Middle Ages where the rich will live high off the hog on the backs of the working serfs who will live in squalor barely making a living wage, or fighting the new wars that the neo-cons will insist on – if McCain had been elected we would have still been in Iraq, plus Libya, Syria, and probably would have attacked Iran by now – who would have paid for that? The childen of the working poor who fight the wars for the rich (who get deferrments for themselves and their kin) and the corporations – sorry – not willing to go there – Obama has been attacked from all sided from day one yet still remains incredibly presidential – I'd rather the devil I know than the one I don't

    July 24, 2012 09:32 am at 9:32 am |
  3. john

    I give Obama credit. He has successfully divided this country. It is no longer a goal of hard working Americans to reach for the brass ring, it should just be given to everyone no matter how hard they work. I think it is funny that Obama says that Romney is not qualified to be President. Like it or not Romney ran a successful company and has been a state Governor. Obama still has done nothing.

    July 24, 2012 09:38 am at 9:38 am |
  4. JD

    For those complaining about an obstructionist congress, you then must concede that senator Obama was part of the problems that now president Obama face. As is now vice president Biden and secretary or state Clinton. This is a fact pointed out by James carville. Democrats used the crisis to be in power for "the next 40 years". They just didn't realize how bad the damage was that they participated in. They thought a stimulus would save it and they would be heroes.

    July 24, 2012 09:40 am at 9:40 am |
  5. David in Houston

    The man has my vote...

    July 24, 2012 09:43 am at 9:43 am |
  6. joe

    I love how Obama is saying Romney is twisting his words on "You didn't build that." but Obama not too long ago Obama was doing the same thing.

    July 24, 2012 09:45 am at 9:45 am |
  7. Chumlee

    Go President Obama!

    Obama/Biden 2012

    July 24, 2012 09:45 am at 9:45 am |
  8. Dolce21

    How does someone change his tone, or is it the way he speaks, is it truth or a lie. Not sure. Hmm something to think about, I just don't know about how some people are swayed by the talk "[For being as he is] a man of two minds (hesitating, dubious, irresolute), [he is] unstable and unreliable and uncertain about everything [he thinks, feels, decides].
    James 1:7-9, this is how I see this man. And those who agree he should run this country "unstable".

    July 24, 2012 09:47 am at 9:47 am |
  9. Sniffit

    "Democrats used the crisis to be in power for "the next 40 years"."

    Do you even realize how much projection is involved in that statement when there are GOPers on record as having planned, and actually believing they could install, themselves as a "permanent majority" via the Bush/Cheney administration and the 9/11 attacks?

    July 24, 2012 09:55 am at 9:55 am |
  10. marty

    When elected officials , on the night of President Obama's inauguration, gather together for the express purpose of planning to 'destroy' the President during his first term, regardless of the damage it does to the country, citizens, and families, is this treason, anti-american, or evidence of a political coup to gain power?? When these same politicians ...pledge...their allegiance to a tax lobbyist rather than the Oath of Office of the USA, should the public be aware of the obvious consequences or blindly follow the party line?
    Mitt Romney represents this party. His interest is simply in power and money......not the ordinary citizen.

    July 24, 2012 09:56 am at 9:56 am |
  11. Dolce21

    An unstable man is swayed unstable thoughts, he has writer for him, and he speaks what they tell him to say. He has little to say in his own words, wish he would turn around and speak for himself, and lets see what he really thinks. I just see him being bribed to run for president when he did, and made deals, well it worked for some of the people voted race, party, or just because this was different. And I am not a racist either. Just think that some people just can't think for themselves, I have to say this, because I just know that smart people can see right through him, I feel sorry for him, because he is trying hard but can't carry out what he says.

    July 24, 2012 09:56 am at 9:56 am |
  12. jpmichigan

    I am afraid for my family, my country, my fellow Americans if we allow this President to stay in office. Once he is re-elected the gloves are off. With no further real obligation to any one he will do as he pleases at the expense of the American tax payers. He will do more harm than good, to get his taxable socialistic policies to move FORWARD, That is why he choose that motto for re-election. He scammed in a tax on American people by way of his healthcare reform bill. He has provided billions to foreign countries through the Stimulus. Taken better care of friends and associates, then the American people. We can't not afford 4 more years of Obama, sent him packing along with his administration ,HOME!!!

    July 24, 2012 10:01 am at 10:01 am |
  13. fsulevine

    "Not only are his ‘you didn’t build that’ comments insulting to job creators" – Well, anyone seen the video from 2002 where Romney, in a speech to the 2002 US Olympic Team, says "you didn't get here alone"? Pretty much the same darn thing. Can't have it both ways Governor Romney.

    July 24, 2012 10:02 am at 10:02 am |
  14. aces2jokers

    For everyone saying that the President's "tone" did not change I challenge you to define the word tone. You are confusing "tone" with "message". His message IS the same however, his delivery and the urgency conveyed is different. Look up the literary term tone and then get back with me.

    July 24, 2012 10:06 am at 10:06 am |
  15. Obama 2012 - BEND Forward America, take another 4 long years of OBAMA FAILURE

    Just Obama changing his smoke type and mirror size, but the same divisive, hyper-partisan clueless clown remains. He sees his lame BS attacks on Romney aren't changing the polls and is getting desperate for a song and dance that will con enough people into voting for him again. Hope and Change has devolved into Whatever It Takes.

    July 24, 2012 10:08 am at 10:08 am |
  16. Josh

    Gary Johnson 2012

    July 24, 2012 10:12 am at 10:12 am |
  17. zapper

    Barack Obama has proven that he is qualified to be president. I smell victory.

    OBAMA 2012

    July 24, 2012 10:13 am at 10:13 am |
  18. DG

    Obama's ad is absolutely correct. Romney just wants to double down on Bush-Cheney policies which got us into this mess in the first place. I hope the American people never forget that Clinton left Bush a huge record surplus, 23 million new jobs created, $1.30 gal gas, a very solvent social security trust fund, etc. etc. and that Bush-Cheney and their Republicon cohorts squandered all this on their tax cuts for the wealthy and other huge breaks for big oil, Wall Street, banks, etc., as well as their illegal war in Iraq based on a lie costing trillions of dollars and thousands of American lives, all to help Cheney's Halliburton and other defense constractors rip us off; and they left Obama a total and complete destruction of our economy. It wiill take time for Obama to completely turn things around from Bush's "Great Recession," just like it took Democrat Roosevelt years to get us out of the "Great Depression" that Repubicon Hoover and his Repubicon cohorts left Roosevelt.

    July 24, 2012 10:14 am at 10:14 am |
  19. Lola

    This is the same tired line he has been pitching all along. You could raise taxes on everybody and it wouldn't pay down any of the money that Obama has spent. I don't want 4 more years of this.

    July 24, 2012 10:14 am at 10:14 am |
  20. StompTheLogic

    So Obama added $5+Trillion to the debt bailing out his bundlers, unions bosses and friends with taxpayer money; Unemployment still over 8% when according to him it would be 5% by now. People are still losing their homes. Obamacare will impose the biggest tax increase every. Consumer spending down, our debt is almost 100% of GDP; Consumer confidence is down. No one has a good outlook on the economy and all Obama offers is the same thing he has tried and has proven to fail. Obama has bypassed Congress and acted like a King and we are his subjects. A good leader leads. All presidents b/4 him got things done. Yet Obama cannot lead.
    So what does Obama do... changes his tone. I guess that is the CHANGE we can believe in.

    July 24, 2012 10:17 am at 10:17 am |
  21. Jean Sartre

    No one wth a brain will vote for the $250,000,000+ robot, who thinks EMPATHY is an STD!

    Obama, today, tomorrow and always...

    July 24, 2012 10:19 am at 10:19 am |
  22. Jon

    The CBO says raising taxes on the wealthy will generate $85B a year. We owe $15,000B. From a practical perspective, this can't be your entire solution (and campaign platform) Mr. Obama. Further, this approach is creating a huge amount of strife between classes, parties and Americans for something that isn't really going to help that much. We need to be coming together to work through our nation's financial problems, not pointing fingers.

    July 24, 2012 10:22 am at 10:22 am |
  23. What?

    Alright, so he is only going to air this ad in nine states? what about the other 41? Obama sucks

    July 24, 2012 10:23 am at 10:23 am |
  24. Larry

    The President has tried long enough to reach bi-partisan agreements with the radical, Teavangelical lap-dogs to Grover Norquist formally known as the Republican Party. As their plan from the day he took office described, they only mean to obstruct progress towards job creation while pandering to the ultra-rich. It's time to call their hand.

    July 24, 2012 10:25 am at 10:25 am |
  25. UDidntBuildThat

    Hey college kids that get As and Bs. You did not get that! Someone helped u along the way. So give back. All teachers must take a letter grade fr students who are passing and give to students who are failing. When we come together as a community and help others by giving back, it is best for everyone around. Right?

    July 24, 2012 10:25 am at 10:25 am |
1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16