Video: Bump in the Road

posted at 2:10 pm on June 13, 2011 by Ed Morrissey

What can successful early fundraising do for a presidential candidate?  For one thing, it can buy well-produced ads like “Bump in the Road,” the latest campaign message from Mitt Romney. The spot takes aim at Barack Obama’s latest evasions on economic policy that claim that “headwinds” and “bumps in the road” have led to continuing and increasing unemployment. The ad puts faces to the faceless legions of jobless and elevates them beyond statistics and the notion that we are merely feeling a few inconsequential bumps on the road to prosperity:

Romney’s campaign appears comfortable focusing on Obama alone at the moment, although it’s pretty easy to take a shot at the spin coming from the White House on the falling economic indicators. At 101 seconds, this is too long to play on television, and perhaps just a little too long for this particular concept overall. It should be rather easy to clip this into a 60-second spot for New Hampshire stations tonight, or later in the campaign.

Breaking on Hot Air

Blowback

Trackbacks/Pings

Trackback URL

Comments

I’M SPARTACUS, NOT A BUMP IN THE ROAD!

Roy Rogers on June 13, 2011 at 2:13 PM

Yay, a Romney thread!

40 COMMENTS OR BUST!

fossten on June 13, 2011 at 2:13 PM

Cut it down to 30 seconds and get it on Television.

These Web commercials don’t get viewed by Non politicos.

portlandon on June 13, 2011 at 2:14 PM

I heard the audio on Rush. Sounds like an effective ad. Democrats love using American people as victims(like that kid at the Obamacare signing) to intimidate the GOP into backing off of criticizing their liberal agenda. I say it’s time the tables were turned on them.

Doughboy on June 13, 2011 at 2:16 PM

Cut it down to 30 seconds and get it on Television.

These Web commercials don’t get viewed by Non politicos.

portlandon on June 13, 2011 at 2:14 PM

Romney’s got the money. He can afford 60 second spots.

JohnGalt23 on June 13, 2011 at 2:17 PM

Its a good one…..let the lsm focus on abortion with santorum….its the economy.stupid

cmsinaz on June 13, 2011 at 2:18 PM

Hmmm… I wanted to like it, to like the idea it is meant to convey but it came off a little morose and a bit *wincing* like a veiled immigration/amnesty ad.

Get off the road people!

Fallon on June 13, 2011 at 2:19 PM

Not bad.

I would have finished it off by having the people mowed down by a speeding purple bus while the driver (who looks suspiciously like PBHO) tosses out a slurpee cup to bounce off the bodies.

Bishop on June 13, 2011 at 2:19 PM

I am not a Romney fan but i like the ad. One thing I will say, the right way to go is after Obama and not after other Candidates.

bluemarlin on June 13, 2011 at 2:19 PM

Nice ad.

csdeven on June 13, 2011 at 2:21 PM

@Fallon, I too saw too many Hispanic faces and too much “southwest border” imagery in the ad. Maybe that’s unfair, and perhaps I’m sensitive to that kind of stuff by having seen so much crap from the left on immigration. The ad probably would have been more powerful if it cut to images from all over the country.

joe_doufu on June 13, 2011 at 2:22 PM

Nice ad – but where was Romney was this kind of ad back when we were getting ObamaCare foisted on us?

Where was Romney when we were bailing out auto companies? Oh – that’s right – he was FOR the auto bailouts.

HondaV65 on June 13, 2011 at 2:22 PM

I like the ad but is this Mitt’s current position…?

d1carter on June 13, 2011 at 2:24 PM

…like a veiled immigration/amnesty ad.

Fallon on June 13, 2011 at 2:19 PM

Yep

HondaV65 on June 13, 2011 at 2:24 PM

I am not a Romney fan but i like the ad. One thing I will say, the right way to go is after Obama and not after other Candidates.

bluemarlin on June 13, 2011 at 2:19 PM

+++

..stolen thunder.

The War Planner on June 13, 2011 at 2:24 PM

Nothing to quibble with there, except maybe the signs littering the road at the end. Too reminiscent of the aftermath of SEIU rallies.

RebeccaH on June 13, 2011 at 2:24 PM

Not bad.

I would have finished it off by having the people mowed down by a speeding purple bus while the driver (who looks suspiciously like PBHO) tosses out a slurpee cup to bounce off the bodies.

Bishop on June 13, 2011 at 2:19 PM

The wheels on the bus go round and round…

I would like to see more Obama look alikes screwing up royally.

Oh snap…

Roy Rogers on June 13, 2011 at 2:25 PM

I’m an American, not a Romney fan

Kini on June 13, 2011 at 2:25 PM

+1 bishop

:)

cmsinaz on June 13, 2011 at 2:26 PM

The Cash 4 Clunkers Pimp is an easy ridicule-target.

Schadenfreude on June 13, 2011 at 2:28 PM

“Palin could have done it better” –Palinista

Schadenfreude on June 13, 2011 at 2:29 PM

I liked the ad. Now when will I see it on television?

MeatHeadinCA on June 13, 2011 at 2:29 PM

Meh,

Please let’s start arguing issues. Then what Obama is doing wrong.

Maybe not that bad, but I smell 2008 in GOP. They need to think 2012.

Oil Can on June 13, 2011 at 2:29 PM

I’m an American, not a Romney fan

Kini on June 13, 2011 at 2:25 PM

+1

Schadenfreude on June 13, 2011 at 2:29 PM

I liked that. A little long but very good

gophergirl on June 13, 2011 at 2:29 PM

Anyone who wants to could run these type commercials for now until election.

You want four more years of this?

Trying to get food prices to 100% of income, like Kenya?

Want to halve your house price, again?

and on and on.

tarpon on June 13, 2011 at 2:30 PM

Glad you said it was just a well-produced ad, because the ad itself sucked.

ButterflyDragon on June 13, 2011 at 2:31 PM

First, I got choked up. Then I got mad. My business is down to one account. If I lose that client, I’ll be living under a bridge. Romney’s not my candidate but the economy is Obama’s glass jaw. Go for the knockout!

SleeplessinChicago on June 13, 2011 at 2:31 PM

I’m an American…

… and AGW is a Hoax!

Seven Percent Solution on June 13, 2011 at 2:31 PM

It should be rather easy to clip this into a 60-second spot for New Hampshire stations tonight, or later in the campaign.

It’s very repetitive. It needs to be cut.

itsnotaboutme on June 13, 2011 at 2:31 PM

Bishop on June 13, 2011 at 2:19 PM

You’re mean!

;p

ladyingray on June 13, 2011 at 2:33 PM

Bump in the Road

And Weiner is a “distraction”.

pilamaye on June 13, 2011 at 2:36 PM

“Palin could have done it better” –Palinista

Schadenfreude on June 13, 2011 at 2:29 PM

Fixation.

portlandon on June 13, 2011 at 2:37 PM

Terrible ad.
Only Omamugabe supporters would leave trash like that.

esnap on June 13, 2011 at 2:37 PM

I’m an American…

… and AGW is a Hoax!

Seven Percent Solution on June 13, 2011 at 2:31 PM

I’m an American and I don’t like the “state” mandating anything to me.

stenwin77 on June 13, 2011 at 2:38 PM

I’m an American not a bump in the road or a bumper sticker.

fourdeucer on June 13, 2011 at 2:39 PM

bluemarlin on June 13, 2011 at 2:19 PM

Agreed!

DrAllecon on June 13, 2011 at 2:40 PM

at least Romney’s focus is in the right direction.

rob verdi on June 13, 2011 at 2:40 PM

What a joke. Like Romney even personally knows anyone who is long-term unemployed. How many of them has he employed beyond this little ad?

*spit*

Christien on June 13, 2011 at 2:41 PM

When you throw people under the bus, you are sure to have a bumpy ride.
Might be better if we used the homeless in the streets with Obama driving the bus over them. Then have an angry Obama saying “Do we have a flat?”, while sipping a slurpee (or spilling his Dom on his angus beef). Answer: “No, we’re flat broke.”

djaymick on June 13, 2011 at 2:41 PM

Also, when I looked at the headline and then the screen cap, I thought it meant “baby” bumps. There were some well fed actors.

Oil Can on June 13, 2011 at 2:41 PM

I watched this earlier. It is good to go at Obama, but if out of everything available to him, this is what Romney is willing to stick himself out there for, he has absolutely no chance to win in the general election and has no reason to even be in the ring for the primary. Basically, Romney just weakened his own position to attack Obama, because a immoral attack like this makes any future attacks less effective, if effective at all.

Taking completely out of context Obama’s words and saying that he meant people are bumps in the road only will work on those already on your side of the argument. No one else is going to be persuaded by an attack based on lies. Obama has a nice long record now, every single aspect of it, sans the OBL kill team works against him, and Romney is unable to find a factual angle to attack from that is honest. This tells me that Romney is every single bit as progressive liberal as I have ranted previously about him.

health care: Obamneycare was recently created to demonstrate that he is just like Obama.

Global Warming: Same as Obama

Gun control: Same as Obama

Abortion: Same as Obama

Too big to fail: Same as Obama

Crony capitalism A la general motors takeover: Same as Obama

Ethanol: Same as Obama

Wasted money on “green” technology: Same as Obama

pray tell where Romney’s ideology breaks with Obama’s? It does not, the only difference is competence. Romney is probably a more competent leader, but every single aspect in which he plans to lead is in the exact same direction as Obama.

astonerii on June 13, 2011 at 2:42 PM

Pretty powerful stuff.

Why are they lying in the road, though, exactly? If they were tied up on the road, then they’d have something!

Pablo Snooze on June 13, 2011 at 2:42 PM

@Fallon, I too saw too many Hispanic faces and too much “southwest border” imagery in the ad.

joe_doufu on June 13, 2011 at 2:22 PM

Well, at first I thought they were all illegal immigrants that had fallen down after climbing over the fence but then I figured it out: They’re bumps on the road!

Yes. I know. I’m slow.

Anyway, I would have used a paved road with people lying on it as far as the eye can see then dissolved to similar shots in the country, city, farmlands, forest, mountains.

Rod on June 13, 2011 at 2:42 PM

I’m an American, not a campaign ad.

Christien on June 13, 2011 at 2:42 PM

“Yeah but I’ll bet that road was recently repaired courtesy of the Reinvestment Act!”

-crr6

Bishop on June 13, 2011 at 2:42 PM

What a joke. Like Romney even personally knows anyone who is long-term unemployed. How many of them has he employed beyond this little ad?

*spit*

Christien on June 13, 2011 at 2:41 PM

Are they even the unemployed or just actors?

astonerii on June 13, 2011 at 2:42 PM

So Ed, when does the Debate Open Thread start?

Del Dolemonte on June 13, 2011 at 2:43 PM

Great ad. Love what he’s done with his “R’. Still not voting for him.

BrideOfRove on June 13, 2011 at 2:43 PM

The ad is too long and too subtle. A shorter, more direct message would gain more attention. Maybe I’m different, but I leave the room during commercial breaks, and this ad requires you to stay and read the text.

GrannySunni on June 13, 2011 at 2:43 PM

Terrible ad.
Only Omamugabe supporters would leave trash like that.

esnap on June 13, 2011 at 2:37 PM

Don’t like it myself. Takings words of your opponent and using them in a completely different context is lame. And it is boring. Gee, I wonder if the 12th person in the video is going to say he IS a bump in the road.

This is all the elements of a healthcare ad from the Dems.

“Tell Republicans that my grandma and my baby brother with preexisting conditions is not a bump in the road.”

shick on June 13, 2011 at 2:44 PM

Me likey!!

canopfor on June 13, 2011 at 2:44 PM

astonerii on June 13, 2011 at 2:42 PM

Who cares? Either way, this is all about Willard, not them.

Christien on June 13, 2011 at 2:45 PM

NOT a Romney fan, BUT.

THAT AD ROCKS.

Get it on TV NOW.

HAMMER him with it.

tree hugging sister on June 13, 2011 at 2:45 PM

The ad would be better if it were shot in another location and not one that looks like Arizona.

moonsbreath on June 13, 2011 at 2:46 PM

I watched it again and sorry, but when the ad starts it looks like footage of a massacre along the border.

‘Complete the Danged Fence’ Shamnesty McCain

Fallon on June 13, 2011 at 2:46 PM

Bump-irthers!!

(Lots of snark)

canopfor on June 13, 2011 at 2:46 PM

Really good ad. Too bad I don’t like Romney.

El_Terrible on June 13, 2011 at 2:48 PM

I didn’t have the sound on was Kansas singing “Dust in the Wind?”

moonsbreath on June 13, 2011 at 2:48 PM

I like to see a Hopey/Changey AD too from
the GOP,as in,Obama’s….

‘Kick’n the can down the Road’!
*******************************

canopfor on June 13, 2011 at 2:49 PM

How many of these bumps did Willard and his handlers help find work for beyond his little ad?

I bet none of them.

Christien on June 13, 2011 at 2:49 PM

astonerii on June 13, 2011 at 2:42 PM

Who cares? Either way, this is all about Willard, not them.

Christien on June 13, 2011 at 2:45 PM

Damn, I emphasize your point and you come back as if I was attacking you. You made it about “them” in the comment I replied to.

astonerii on June 13, 2011 at 2:49 PM

canopfor on June 13, 2011 at 2:46 PM

heh

cmsinaz on June 13, 2011 at 2:49 PM

Uggh. Seems a little too demagogue-y to me. Also, I really don’t feel bad for the guy with $150k in student loans. You can’t get a liberal arts degree (my guess) and think that’s going to pay off enough to pay that expensive loan back.

What really chafes me about this ad is the whole idea that Americans need a President to create jobs for them and take care of them. We don’t. We just need a government that will get out of our way. I want to see the commercial with all the small business owners calling government regulations and taxes “bumps in the road”.

Brad G on June 13, 2011 at 2:50 PM

moonsbreath on June 13, 2011 at 2:48 PM

good tune

cmsinaz on June 13, 2011 at 2:50 PM

Believe in America?

Kind of Hokey.

I got the theme after 3 “I’m not a Bump in the Road”.

Also, why all the Mexicans? (Pander, pander, pander)

stenwin77 on June 13, 2011 at 2:51 PM

astonerii on June 13, 2011 at 2:49 PM

Naw, bro, I ain’t attacking you. Sorry for coming off that way.

Christien on June 13, 2011 at 2:52 PM

The wheels on the bus go bump, bump, bump,
bump, bump, bump.
The wheels on the bus go bump, bump, bump,
all through the town.

moonsbreath on June 13, 2011 at 2:52 PM

Why does Romney run over border people?

/

faraway on June 13, 2011 at 2:53 PM

They’re not bumps, they’re Americans!

/Now, where’s my poll bump?

Christien on June 13, 2011 at 2:54 PM

stenwin77 on June 13, 2011 at 2:51 PM

could definitely cut it down to 30-45 seconds for sure

cmsinaz on June 13, 2011 at 2:55 PM

Romney used his lawn care and mansion cleaning service in the ad. Chump.

Roy Rogers on June 13, 2011 at 2:43 PM

..getting a little desperate here, aren’t we? I mean an article from the Globe from December 2006? And an ad about how he had illegals trimming his lawn? Hell, that’ll play nicely with the Hispanic vote. Probably peel about 4 points off of The Chicago Jesus’ turnout.

The War Planner on June 13, 2011 at 2:55 PM

Nice ad – but where was Romney was this kind of ad back when we were getting ObamaCare foisted on us?

HondaV65 on June 13, 2011 at 2:22 PM

Silly Honda. Romney only attacks Obama when it helps Romney, not when it helps America. Wish there were some candidate out there more concerned with America than a political career, but I’m sure that’s as likely to happen as a wish on a (North) star…

On another note, I liked the ad in and of itself – just wish the concern for Americans that it conveys were actually held by the candidate for whom it’s an ad.

miConsevative on June 13, 2011 at 2:55 PM

Good ad, sucky candidate.

tickleddragon on June 13, 2011 at 2:56 PM

Cut it down to 30 seconds and get it on Television.

portlandon on June 13, 2011 at 2:14 PM

Yes, it’s definitely a keeper.

petefrt on June 13, 2011 at 2:57 PM

Not bad.

I would have finished it off by having the people mowed down by a speeding purple bus while the driver (who looks suspiciously like PBHO) tosses out a slurpee cup to bounce off the bodies.

Bishop on June 13, 2011 at 2:19 PM

Ha ha…like this?….
http://www.youtube.com/watch?v=MfL-Oj1rQ-c

tencole on June 13, 2011 at 3:01 PM

Also, I really don’t feel bad for the guy with $150k in student loans.

No one wants you to feel BAD for him, FGS! They want other voters in the same boat who can’t get hired after leaving school to identify with him.

THINK strategically, people.

This wounds Obama across the board Romney, or no Romney.

It’s frickin’ great.

tree hugging sister on June 13, 2011 at 3:03 PM

Mitt is doing the smart, focused thing this go round.

Jobs and the economy, That’s it. Period.

The Socons will flail for attention, but this go round it will be the economy that matters.

Abortion will finally, be a non starter…as it should be.

rickyricardo on June 13, 2011 at 3:03 PM

Meh. Not bad, I guess, but not great.

Midas on June 13, 2011 at 3:05 PM

NY TIMES HEADLINE: Romney Campaign Caught in Littering Scandal

Haiku Guy on June 13, 2011 at 3:07 PM

I too saw too many Hispanic faces and too much “southwest border” imagery in the ad. Maybe that’s unfair, and perhaps I’m sensitive to that kind of stuff by having seen so much crap from the left on immigration. The ad probably would have been more powerful if it cut to images from all over the country.

joe_doufu on June 13, 2011 at 2:22 PM

What group of people who Obama carried in 2008, has been more damaged by Obama’s failed economic policy, that a GOP candidate has a chance of swaying?

Yep. Hispanics. The black community is suffering more, but they still poll at well over 90% support for Obama.

csdeven on June 13, 2011 at 3:07 PM

Also, I really don’t feel bad for the guy with $150k in student loans.

No one wants you to feel BAD for him, FGS! They want other voters in the same boat who can’t get hired after leaving school to identify with him.

THINK strategically, people.

This wounds Obama across the board Romney, or no Romney.

It’s frickin’ great.

tree hugging sister on June 13, 2011 at 3:03 PM

This is terrible, because I know being unemployed is incredibly difficult/discouraging, but it makes me hate the ad. Try as I might, I can’t blame Obama for that guy’s problems. It’s a shame, because there’s so much we can blame on Obama…

Brad G on June 13, 2011 at 3:08 PM

This is terrible, because I know being unemployed is incredibly difficult/discouraging, but it makes me hate the ad. Try as I might, I can’t blame Obama for that guy’s problems. It’s a shame, because there’s so much we can blame on Obama…

Brad G on June 13, 2011 at 3:08 PM

Yep – the ad needs to not include *anything* that makes the viewer feel unsympathetic to anyone or anything in it, otherwise it detracts/distracts from the impact of the message.

The $150k student loan guy needs to be on the cutting room floor when they edit this for TV.

Midas on June 13, 2011 at 3:12 PM

And you ASSUMED he came out with a liberal arts degree.

I mean, oh, well.

There was just about every voter demographic (like csdeven pointed out so well) represented who stood up with a sign.

“America”, n’est pas?

And you all want to read into it more than was there, for a pretty straight forward shot across the bow.

tree hugging sister on June 13, 2011 at 3:13 PM

I AM NOT A BUMP! I AM NOT A BUMP! I AM A HUMAN BEING POTENTIAL ROMNEY VOTER!

Christien on June 13, 2011 at 3:06 PM

Heh!!

Roy Rogers on June 13, 2011 at 3:15 PM

canopfor on June 13, 2011 at 2:46 PM
heh

cmsinaz on June 13, 2011 at 2:49 PM

cmsinaz:Couldn`t resist the temptation of,Haha!

And,howdy from da North:)

canopfor on June 13, 2011 at 3:17 PM

Well- I would say it’s a start, kind of a rough draft. Several of the comments would tighten it up and make it appeal to a more cross section of the U.S.

3dpuzzman on June 13, 2011 at 3:17 PM

3dpuzzman

Agreed.

tree hugging sister on June 13, 2011 at 3:18 PM

I AM NOT A BUMP! I AM NOT A BUMP! I AM A HUMAN BEING POTENTIAL ROMNEY VOTER!

Christien on June 13, 2011 at 3:06 PM

Christien:Hehe,you is baaaaaaaaaaaaaaaad!:)

canopfor on June 13, 2011 at 3:19 PM

I thought this was gonna be an ad about illegal immigration and dead Americans.

SouthernGent on June 13, 2011 at 3:21 PM

canopfor on June 13, 2011 at 3:17 PM

hello, hello, hello from the ‘dry heat’ section of the continent

cmsinaz on June 13, 2011 at 3:21 PM

I’m waiting from the Palin supporters to say it was John Zeigler that made this ad for Mitt to start the meme everyone is after poor Sarah.

Hot Air commenters, Rush, etc….need to stop making Sarah a martyr to the MSM, the establishment, to everything….it’s a constant message that you put out

You do NOTHING for her by making her a victim. Stop it.

sheryl on June 13, 2011 at 3:23 PM

Sick and tired of the long-term employed using the long-term unemployed to play for sympathy–like being unemployed is a birth defect or other disability.

Christien on June 13, 2011 at 3:23 PM

There was just about every voter demographic (like csdeven pointed out so well) represented who stood up with a sign.

“America”, n’est pas?

And you all want to read into it more than was there, for a pretty straight forward shot across the bow.

tree hugging sister on June 13, 2011 at 3:13 PM

tree hugging sister:Reading more into it,(Careful..*I`m
kidding*…but,not too loud,you`ll rile
up the handful of RomneyBots in Hot Airs
neighbourhood!!Hehe,Ahem:)

canopfor on June 13, 2011 at 3:23 PM

Like the ad, but I’d take it further in a sequel.

The ad would start with a tight focus on an Obama 2012 bumper sticker. Obama’s “bump in the road” statement plays/repeats in the background as the camera slowly zooms out to show a yellow Chevy Volt. An Obama look alike gets in the Volt and takes off down the road, heading right toward the “bump people” as they lie prone on the road, the camera showing the Volt getting closer and closer as, one by one, they do their “I’m an American, not a bump in the road” shtick, at the end pulling together to form a human chain across the road. The Volt screeches to a halt, almost hitting the chain.

Tag Line, each sentence fading in: Together We Can. Stop Obama. November 2, 2012.

TXUS on June 13, 2011 at 3:26 PM

canopfor on June 13, 2011 at 3:17 PM
=================================
hello, hello, hello from the ‘dry heat’ section of the continent

cmsinaz on June 13, 2011 at 3:21 PM

cmsinaz:Oh man,I don`t envy you,I stayed for two weeks in
1972,Provo Utah,with my grandmother,visiting her
sister,talk about heat,I think it was 90-100.

When we left Canada,it was like 70,had a stinkin
headache,after a stop over in Chicago,for a plane
switch,that too was HOT!:)

canopfor on June 13, 2011 at 3:28 PM

BrideOfRove on June 13, 2011 at 2:43 PM

I think Romney is starting too early. He’s going to burn out quick; at least I hope that’s the case because I am never voting for the Obama wannabe. The ad pulled in the right spots, but it is too long and repetitive.
This is going to be the longest year…

RDE2010 on June 13, 2011 at 3:28 PM