Mitt Romney, "Many Americans"
What it says: "We should measure our compassion by how many of our fellow Americans are able to get good paying jobs, not by how many are on welfare."
What it means: It's a shorter version of Romney's "Too Many Americans" ad, in which he makes his case directly to the camera. Romney reminds Americans of how bad things are under President Obama while emphasizing his own brand of empathy.
Who will see it: Romney currently has 30- and 60-second ad buys up in Colorado, Florida, Iowa, Nevada, Ohio and Virginia, according to a Republican media buyer.