Is Two Weeks Enough Time to Sell 'Morning in America'?

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The main message of the Obama campaign for the past year is essentially the one that's at the end of some ads airing in Ohio: "Mitt Romney: He's not one of us." Now, with the debates over and two weeks left in the race, the message is suddenly sunnier. Obama can't straight up steal from Ronald Reagan and say "It's morning in America." But in his new 60-second ad, airing in nine swing states, he comes pretty close: "There's just no quit in America." Yes, there are actually images of sunrises, as seen at right.

The Obama campaign reportedly had been reluctant to celebrate improving economic numbers too much, because with the unemployment rate still high, lots of voters don't feel the improvement. But in the new ad, Obama says, "We're not there yet. But we've made real progress and the last thing we should do is turn back now." He asks viewers to read his plan, which the campaign has released on a glossy mini-magazine to reporters.

What matters less is what is in the plan, because it's basically what Obama's been campaigning on for months -- higher taxes for the wealthy, ending the Afghanistan war, a promise to "do some nation-building here at home." The most important thing is that the plan exists, so reporters have something to write about when the Romney campaign says Obama has no vision for a second term. No vision? There are 20 glossy pages of vision right here!

The campaign is printing 3.5 million copies to distribute to volunteers, so they'll share them with their friends and families, Politico reports. Obama and his surrogates will talk about the plan for the next two weeks.


This article is from the archive of our partner The Wire.