Back in August of 2011, Politico ran a piece about how Team Obama expected Mitt Romney to be the GOP presidential nominee. This was Obama’s victory plan:
“Unless things change and Obama can run on accomplishments, he will have to kill Romney.”
The onslaught would have two aspects. The first is personal: Obama’s reelection campaign will portray the public Romney as inauthentic, unprincipled and, in a word used repeatedly by Obama’s advisers in about a dozen interviews, “weird.”
“First, they’ve got to like you, and there’s not a lot to like about Mitt Romney,” said Chicago Democratic consultant Pete Giangreco, who worked on Obama’s 2008 campaign. “There’s no way to hide this guy and hide his innate phoniness.”
As the plan went forth into the heart of the 2012 campaign, a slogan was developed that nicely summed up Team Obama’s efforts to “kill Romney.”
That slogan was: “Mitt Romney. Not One of Us.”
The plan and the slogan worked even better than expected, especially when Romney himself helped bring the narrative to life.
Here is a “Not One of Us” Obama ad that ran in Ohio.
Then this little ad circulated around the web. (Notice how Romney looks like that big mean boss you always hated.)
We all know how the story ends. With the help of the mainstream media, the” kill” was accomplished.
Then, shortly after the election, photos started emerging showing how an unemployed Romney really was “one of us.”
Romney pumps his own gas! (No guys in white gloves helping him.)
Romney eats pizza. (That says “average Joe” more than anything.)
He hugs his wife while making breakfast! (Mitt and Ann have true love 24/7.)
Mitt and Ann go to the movies! (When unemployed you have more time.)