Of course they liked him. He lost. He never attacked hard, so he lost. You know what we call a nice guy who loses? A loser.
They all hated George W. Bush. But he won! Small wonder they hated him like the plague.
Folks, the stakes couldn't be any higher, and the only thing that matters for Romney is winning. If someone calls him a nice guy, the only thing that's for certain is that he is losing, or has already lost.
A campaign, of course, doesn't consist only of ads. There are numerous things a candidate must do in order to win. But ads are a meaningful portion of it, and in this article I will stick to that one piece of the winning equation.
I will start by describing the overall theme for a
Romney campaign, not one that plays it soft and loses.
The overall theme would be this: For 45 years, 1946 to 1991, America fought communism in the Cold War, and now we ended up with a communist in the White House. In addition, Obama has thrown his support behind the Muslim Brotherhood, which means Obama has launched a war on women, Jews and Israel.
Yes, Virginia, if Romney is to have any chance at dethroning "Billion Dollar Campaign Obama," he has to punch Obama right in the face with full force, not sit down for a game of chess. No arguing about decimal points and gradual tinkering with the margins of the governmental machinery. No arguing that "Obama is a nice guy, but he's in over his head."
If Romney runs his campaign on the theme that "The recovery isn't as strong as it should be -- 1.7% GDP growth should really be 3.8% in this part of the economic cycle," then Obama will be the favorite to win this November. Romney's legacy will be buried in political memory shoulder to shoulder with Bob Dole and John McCain, without the war hero coffin.
Romney needs to go to the core of attacking Obama's motives. He needs to show that misery isn't just a byproduct of Obama's policies, but in fact Obama's willful goal.
In this spirit, here are two concrete examples of what Romney's campaign ads would look like if I were in charge of the Romney campaign's political advertising.