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Around the boardroom table at Romney, Inc., it's finally sinking in.

Maybe it's the latest ABC/WaPo poll, showing six out of ten Americans don't take kindly to rich needlebrains dissing working people. Maybe it's the ever-widening gaps in the national and swing state polls.

Maybe somebody turned on a TV.

Doesn't matter what prompted Romney, Inc.'s new ad. They felt the need to jam it ASAP.

Message: "I Care."

In the first ad of the cycle in which Mitt actually looks at the camera and speaks to viewers directly, Romney attempts to portray himself as just as compassionate and concerned about average Americans as the current president.

"President Obama and I both care about poor and middle-class families. The difference is my policies will make things better for them."
He mourns that too many of us are living paycheck to paycheck. He understands our worries. What's more, he doesn't measure compassion by counting people receiving assistance from government, but by how many don't.
"We shouldn't measure compassion by how many people are on welfare. We should measure compassion by how many people are able to get off welfare and get a good paying job."
Reboot 6.0 looks like an attempt to revive the Junior Era "compassionate conservative" label. Only prob: it's too late. While the campaign won't reveal where and how often the new spot is going to run, I'll bet you $10,000 that, even if they were to empty the campaign's coffers running this nationwide, 'round the clock, there would still be more people who've seen the 47% tape, a much more persuasive political document.

Because all the "I love you, honeys" and convenience store crack pipe roses in the world aren't enough to make her forget what you said to your buddies about her when you didn't know she was outside the door.

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