Changing the Tone

First Read on President Obama’s latest ad:

“This is the kind of TV ad you’d expect to see at the end of a campaign or the beginning. So why now? One obvious explanation is that the race has become negative, and this ad is an effort to seize a higher ground and maybe repair the collateral damage from his own negative ads. Another explanation is that the TV ad market in battleground states has become SO saturated that this is an attempt — by having the president speak directly to the camera in a 60-second spot — to break through the clutter.”