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If you look at the various charges that have been leveled against romney. he's a flip-flopper on things like abortion or gay rights or what have you. those don't hit the bone. because people could say, well, mitt romney probably doesn't even care about those things that much. this is the essence of who he is as a man. >> isn't this attack the strength. right, glen? go after the strength. go after the main bragging point of the guy and smash his face on it. >> if you think about the scale of these ads, we're talking about $3.7 million being dumped in south carolina. that's about what mitt romne...

>> isn't this attack the strength. right, glen? go after the strength. go after the main bragging point of the guy and smash his face on it. >> if you think about the scale of these ads, we're talking about $3.7 million being dumped in south carolina. that's about what mitt romney dropped on newt gingrich, his super pac in iowa. it had a devastating effect. then rick santorum nipping at him, too. they think that south carolina could put this away from them but it could be a tough state for them. >> let's get to the point of what the ad said. here's another excerpt of that video going after rom...

The strength? go after the main bragging point and smash his face on it. >> yeah. if you think about the scale of these ads, we're talking about $3.7 million being dumped in south carolina. that's about what mitt romney dropped on newt gingrich in iowa. and it had a devastating effect on him. then you throw in rick perry competing down there. and they are thinking that south carolina could put this away for them, but it could be a tough state. >> let's get to the point of what the ad says. here's another excerpt of the video going after romney from a pro-gingrich super pack. let's watch it. >>...

This is the essence of who he is. >> is it a strategy of attack the strength? go after the main bragging point and smash his face on it. >> yeah. if you think about the scale of these ads, we're talking about $3.7 million being dumped in south carolina. that's about what mitt romney dropped on newt gingrich in iowa. and it had a devastating effect on him. then you throw in rick perry competing down there. and they are thinking that south carolina could put this away for them, but it could be a tough state. >> let's get to the point of what the ad says. here's another excerpt of the video going...

She certainly was a pathbreaker in that regard. she did get a big tax break. you have ceos getting ousted and getting multimillion dollar paydays. i think boxer is fair to bring that up. but she often talks, as mccain did in the campaign when she was counseling him in the 2008 campaign. she talked directly to americans in saying there are jobs moving abroad in a global economy that we won't be table to keep. we need to innovating and finding the next generation of high-skill jobs. that's a candid message. >> that's definitely fair. but it's not really a bragging point if your company lost 50 m...