As Jed Lewison
pointed out, this video is a rare example of Mitt Romney asking the little people for their little money, since to this point he's been able to rely on big donors. It's also ... kind of ridiculous.
We see a portrayal of what's labeled as "another frustrating night at Obama HQ," as an Obama campaign operative (or her hand, anyway) at a computer, sending angry emails to other Obama campaign operatives to a soundtrack of news clips announcing Romney's Michigan primary win: "What happened?" "We spent a lot of money in Michigan - clearly not enough..." Texts are exchanged: "We've got to do more." "Time to step it up in Ohio."
Interspersed throughout are ominous images of Obama's campaign logo and Obama-related news items, many featuring—dun dun dun—the words "UAW" or "auto workers" and the UAW logo. So basically, Obama and scary union members are coming for Mitt Romney—that's what the Romney campaign is using to try to scare small donors into giving money to bail them out of their money pinch. Kind of an ironic pitch to small donors from a candidate who's not doing well with working-class voters.