Mitt Romney’s first Iowa TV ad same as most recent N.H. spot – with efforts at local appeal

By Glen Johnson

December 1, 2011

1 minute to read

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Mitt Romney’s first TV ad in Iowa is the same as his second commercial in New Hampshire – with some minor deviations to play to the local audience.

The spot unveiled this morning by the Republican presidential contender has the same economic focus as the one that started airing today in New Hampshire, the lead presidential primary start.

Where the spot in Iowa differs is in some of the accompanying still image overlays, which are aimed at tugging at the heart strings of attendees at the leadoff caucuses next month.

One photo shows Romney with Senator John Thune of South Dakota, a neighbor popular with conservatives in the area. Another photo shows Romney speaking at this summer’s Iowa State Fair.

In case the point isn’t obvious, the logo of the Des Moines Register – which sponsors a famous speaking soapbox at the annual fair – is in the background.

In the New Hampshire commercial, the photos are of Romney with Senator Kelly Ayotte, and speaking at a Granite State town hall meeting.

Romney has campaigned much more aggressively in New Hampshire, the sight of his summer home and next door to Massachusetts, where he served as governor.

Aides have tried to lower expectations in Iowa, where he placed a disappointing second four years ago despite a concerted caucus organizing effort. But he also has been staffing up in Iowa and appearing there more frequently as the Jan. 3 caucuses approach.

The new ad is the latest evidence of his increased activity in Iowa. Yesterday, his son Josh also visited the state. He became a campaign ambassador to the Hawkeye State during Romney’s first White House campaign in 2008 by driving the “MittMobile’’ recreational vehicle to all 99 counties.

Romney’s first campaign commercial released last week in New Hampshire, focused on President Obama. The Democratic incumbent is not mentioned in either of the two latter ads.