I've been a worker for over 50 years. I've been a union representative. I know from my years of experience, most workers i've known and represented, hate when upper management pull stunts like the one described in that ad. How they were made to build a stage in preparation for their managers and Bain Capital representatives, only to be told from the stage they built, they were all fired and it felt like they had built their own coffin.
This was in the last days of their employment confirmation, their many years of work, even the building of the stage, and what they faced after lay offs, meant absolutely nothing to Bain Capital and their employer.
I realize the Obama campaign is only using it in battle ground states. But I think it is so powerful, it would work well in other states. At least in close states where Obama according to the best pollsters, is either tied, or leading by 1 or 2 points. It doesn't matter that these other workers were negatively effected by Bain Capital, just the pure power of exposing the cold blooded arrogance of Romney.
This ad hits hard, because as the person in the ad said, "It was as though we built our own coffin". Let me add, like being placed in the coffin, closing the lid, buried and forgotten. Maybe it can be dramatized more with the loud sound of the lid closing, with that photo of Romney and friends with money hanging out of their pockets, etc.?
I would wait until the last few weeks, and after the Obama campaign feel this and ads like it, have been as effective as they can in the battle ground states, then run the coffin ad a few times in states they think are close and winnable.
9:27 PM PT: Let's make Romney feel like he made his coffin in November.