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Romney's trustworthiness, and i think one of the things that interested me was it looks like an ad maybe about unemployment, but what it really is is an ad about romney's character, and particularly this issue of trustworthiness is what they found in their internal research. it made people who watched it think he was profiting from laying people off and breaking promises to fund people's pensions and their health care plans, and those things were just -- it was a killer ad. >> you know, joy, we've been on so often and we've talked about this, but here you have a portrait, a real life portrait,...

Super anti-surrogate, an anti-validator of mitt romney. he looks like the voter that barack obama needed to change sides, that former reagan democrat, that white working class guy looking dead into the camera and saying, this guy destroyed us. he took away our livelihood and he made us build the stage that we had to stand on to announce the end of our jobs. it was absolutely the most devastating ad, but what was also remarkable was the romney people had no response. look, they had a six-month lead time on this line of attack because remember something called winning our future pac? they ran a ...