New RNC/Romney ad: Believe in the America you built

How effective is the new ad from the RNC for Mitt Romney?  Effective enough that the Washington Post describes it as “warm,” “personal,” and “down-to-earth.”  The minute-long spot features Romney speaking of his personal experiences in business, as governor, and as the savior of the 2002 Winter Olympics in Salt Lake City.  It’s an overwhelmingly positive ad, but one with a big bite at the end:

Officially, the ad is titled “Believe in Our Future,” but that’s not the phrase that sticks with the viewer, nor is it intended to be.   The big takeaway is “Believe in the America you built” — a direct poke at Barack Obama’s “you didn’t build that” argument earlier this month in Roanoke, Virginia.  Team Romney has moved from taking Obama to task for this belief to adopting the rebuttal as a major campaign theme.  In 2008, the McCain campaign didn’t have the time or resources to take advantage of the Obama stumble with Joe the Plumber, but Romney has plenty of both to make himself Bob the Builder in 2012.