By Justin Sink - 09/18/12 04:01 AM EDT
Mitt Romney's campaign released a new television commercial and Web ad Tuesday attacking President Obama on the national debt.
The commercials come as the Romney campaign is looking to reset their focus on the economy — a mission thrown into some doubt as disarray continues to grip the Republican effort.
Romney went on to say his "job is is not to worry about those people" — remarks he later admitted were "not elegantly stated."
But the Romney campaign is hoping to pivot squarely back to the economy with the release of the ads, and a series of swing-state campaign stops set to coincide with their release. According to campaign aides, vice presidential nominee Paul Ryan will emphasize "President Obama’s failure to cut spending and pay down our national debt" at campaign stops Tuesday in New Hampshire and Virginia. Additionally, the campaign will be holding 16 events across nine swing states focusing on the president's record on government spending.
The most visible of the efforts, however, will likely be the release of a new economic ad tailored to female voters. In the commercial, a soft-focus shot is centered on a newborn baby girl.
"Dear daughter, welcome to America," the ad's narrator says. "Your share of Obama’s debt is over 50 thousand dollars. And it grows every day.”
The voiceover goes on to say that the president's policies "are making it harder on women" and points out that the poverty rate for women is the highest in 17 years.
“More women are unemployed under President Obama. More than 5.5 million women can’t find work," the narrator continues. "That’s what Obama’s policies have done for women.”
The ad is squarely targeted at female voters, a demographic with which Republicans have struggled this cycle. A poll released last week by CBS News and the New York Times showed President Obama with a 53-41 percent advantage among women.
The second ad, entitled "prairie fire," uses a line that has appeared frequently in Romney's stump speech.
"A prairie fire of debt is sweeping across the nation," the voiceover says, as an ominous burning cloud is superimposed over images of idyllic Middle America. "And every day we fail to act, that fire gets closer to the homes and the children we love. And rather than putting out the spending fire, President Obama has been feeding it."
Romney goes on to pledge to serve as "a president who will lead out of this debt and spending inferno.”
The Romney campaign did not disclose the size of the ad buy for the television ad, or if it would spend money online to promote the Web video.