Adwatch: Romney Focuses on Biography

Monday, Dec. 31, 2007 | 3:56 a.m.

TITLE: "Everywhere"

LENGTH: 30 seconds

AIRING: Iowa

SCRIPT: Romney: "Everywhere my family and I go we hear that America's challenges are simply too big for Washington politicians. I've spent my life tackling big problems, helping turn around business, the Olympics and state government. Together we can grow our economy, stop illegal immigration, defend life and preserve the values that make America the hope of the earth. It's time to turn around Washington. I'm Mitt Romney, and I approve this message."

KEY IMAGES: Romney, jacketless in shirt and tie, speaks directly to the camera as it pans a backdrop that displays an American flag.

ANALYSIS: After devoting his money lately to ads criticizing two of his main rivals - Mike Huckabee in Iowa and John McCain in New Hampshire - Romney returns to the basic themes of his campaign. The ad touches on the main points of his biography that he used to introduce himself at the beginning of the year. Then closes by summing up the key points of his political agenda. He also makes the added point of portraying himself as a Washington outsider.

Romney made his fortune as a venture capitalist, took charge of the 2002 Winter Olympics held in Salt Lake City and was governor of Massachusetts. By stressing immigration in the ad, he emphasizes one issue that he has tried to draw distinctions on with Huckabee and McCain. His vow to "defend life" is yet another effort to reassure voters who still suspect the sincerity of his anti-abortion stance. Romney in the past supported abortion rights for women.

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Analysis by Jim Kuhnhenn