This is the kind of ad you put out when you know your candidate desperately needs a change. Romney is staring right into the camera, trying to sound like a real person. It's not a bad ad—he doesn't say "I'm not a witch," for instance—but it's not a great ad, either, and he needs to have some great ads.

The thing this ad needs is some specifics. He promises 12,000,000 new jobs—he's been promising that number for about a month now—without saying how he'd create them. He might as well promise the viewer will never die. He might as well promise jetpacks and hangover-free martinis. This is the kind of ad where you're supposed to show substance, and there's nothing substantial in it.