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Or -- you know? i'm looking at this and saying it's like a completely out of touch executive said to some ad maker, like, we need to do something, something with social media. get me a social media ad and looks like a lazy -- >> what are you saying? give me a social media ad. >> we need the internet stuff. kids with the phones. looks like a lazy effort to somehow incorporate social media and who cares and maybe it's a mirage. does this ad do anything? >> well, i think if you look at what coke did last year with the polar bears, effortless. you want ee eed to watch the be. they have an elaborat...

52-48. former republican primary rival newt gingrich delivered, shall we say, one of his tough assessments of mitt romney's messaging and campaign strategy on wednesday. here's newt. >> the romney campaign is yet to find a way of explaining itself and laying out in clear, crisp way the difference between romney and obama and i think that frankly is a problem. they have this overmethodical model where they go out and say the same thing. >> joining me now for my panel, the former communications directs director for harry reid and also my current colleague at the white house, nbc's mike viqueir...

This time, romney's firing his mud at rick santorum. romney and his superpack have spent a staggering $20 million attacking federal republicans. why? because romney's trying to hide from his big government romneycare. >> let's bring back the panel. steve, you're an ad maker. what's interesting here, the difference we're seeing in the campaigns. rick santorum's campaign was a old-style infrastructure campaign around him. newt's campaign never came up with a real response to romney attack. as we see, we don't know if there's any real money behind this response. santorum already with a response. ...

We need a rescue plan for the middle class. we need to provide relief for homeowners. it's going to take a new direction. if we keep talking about the economy, we're going to lose. >> wow, it sounds like a devastating ad, doesn't it? here's the context. let's play the full sentence of what then senator obama said in that speech. >> senator mccain's campaign actually said, and i quote, if we keep talking about the economy, we're going to lose. >> so he's quoting mccain in person there in 2008 and in this new ad by romney, romney's ad maker is suggesting that those are his words about his own ca...

We need a rescue plan for the middle class. we need to provide relief for homeowners. it's going to take a new direction. if we keep talking about the economy, we're going to lose. >> wow, it sounds like a devastating ad, doesn't it? here's the context. >> senator mccain's campaign actually said, and i quote, if we keep talking about the economy, we're going to lose. >> so he's quoting mccain in person there in 2008 and in this new ad by romney, romney's ad maker is suggesting that those are his words about his own campaign strategy. a completely dishonest distortion. michael steele is the for...