Here's the thing about Mitt's new found empathy ad that's featured above, the only ad that the campaign will be running in nine swing states as of now - he found a way to screw that up, too. From Garance Franke-Ruta at the Atlantic:
It's not the most polished video in the world. But you can see the thinking behind it. The candidate will directly address the voters, making a spare, authentic, heart-to-heart appeal that he cares about how "too many Americans" are suffering.
And then he says it.
"President Obama and I both care about poor and middle-class families. The difference is my policies will make things better for them."
Mitt Romney keeps talking about the people whose votes he needs as "them." In the 47 percent video, it was "those people."
I doubt he can help it. As my teammate Jennifer pointed out in Politico, he is the bubble candidate; from the time he was a child, to the time he was a governor, to the time he was a CEO, the public has always been "the other" to Mitt.
Maybe Romney can't help it - but his campaign sure can, and because they didn't, it also reflects the attitude of the people that Mitt surrounds himself with. Not a good sign for who he would pick to help him lead the country - after all, chances are you are "those people" in their eyes as well.