The pro-Mitt Romney super-PAC Restore Our Future launched an $18 million advertising blitz in 10 battleground states on Tuesday.
The blitz includes two ads, with one titled "Genuinely Cares" aiming to personalize the GOP nominee and a second, "Better," which hammers President Obama on the economy.
In "Genuinely Cares," retired Sgt. Peter Damon, who served in Iraq, talks about how he met Romney at Walter Reed Hospital.
"He took a personal interest in one soldier's story and he wanted to know how he could help," Damon says in the ad.
The ad says that "Romney worked with a charity to build special homes for severely injured veterans."
"The Mitt Romney I know cares deeply about people who are struggling," Damon adds.
The second ad, "Better," charges that Obama's economic policies have failed.
"In the last four years, high unemployment has become normal, crushing debt and credit downgrades acceptable. Falling incomes typical," the voiceover in the ad says. "But these things are not inevitable."
The ad goes on to say that "Barack Obama's economy isn't working."
The ads, airing about two weeks before the election, are set to appear in Colorado, Florida, Iowa, Michigan, Nevada, New Hampshire, North Carolina, Ohio, Virginia and Wisconsin.
Spending on each state varies, with Restore Our Future putting in $1.2 million in Colorado, $4 million in Florida, $1.2 million in Iowa, $1.6 million in Michigan, $1.6 million in Nevada, $0.5 million in New Hampshire, $1.8 million in North Carolina, $3 million in Ohio, $2.9 million in Virginia and $1.3 million in Wisconsin.