Romney’s and His “Bump-In-the-Road” Ad Shows Clear Primary Strategy

Posted on June 13, 2011



IUSTV News Managing Editor Erin Carson said it best during a conversation about the new ad rolled out by presidential candidate and former Massachusetts governor, Mitt Romney.

“It has everything people love about political ads–taking phrases out of context, adding “real people”, a catchy little slogan and it could easily be put on a t-shirt or a bumper sticker!”

The trim ad (one without concrete facts or details), which can be viewed below is called, “Bump in the Road.” Its premise is to imply insensitivity on President Obama’s part when he referred to the struggles of the economic recession as “a bump in the road,” given the millions of people living through long-term unemployment for whom the recession has not felt like a bump in the road.

It starts by stating that millions have lost their jobs under President Obama which is a clever way of sidestepping the obvious fact that millions have lost their jobs due to a recession, not a President. Recessions, as repeated constantly by the Federal Reserve of St. Louis are caused by macroeconomic factors.

But that’s not the point. The point is that the average American voter votes with their pocketbooks and if their pocketbooks are strained on November 6, 2012, it is likely they will simply vote for whoever isn’t President Obama.

And Romney knows this. That’s why even through the Republican presidential primaries, Romney plans to set him up as the anti-Obama. He’s the frontrunner so while everyone else is trying to distinguish themselves from their GOP peers, Romney will likely continue setting himself up for the 2012 election as the “Better Economy Man.”

Because he can.

Posted in: Editorial, National