In a two-minute ad that will air during the evening news Wednesday, the Obama campaign focuses on a shuttered steel mill in Kansas City, Mo., and the workers who lost their jobs after it went bankrupt under the supervision of Bain, a private-equity firm co-founded by Romney, now the likely GOP presidential nominee.
One former worker in the ad calls Bain a “vampire” that “came in and sucked the life out of us.”
The not-so-subtle theme — that Bain is a corporate menace that rewards investors at the expense of employees — mimics a strategy first used to devastating effect by then-Sen. Edward M. Kennedy (D-Mass.), who trounced Romney in a 1994 Senate race.
The Romney team responded swiftly. Within hours, it released its own 60-second video, titled “American Dream,” about Bain’s investment in Steel Dynamics, an Indiana company that Bain helped grow from 1,400 employees to more than 6,000. The campaign also distributed research to reporters and put senior adviser Ed Gillespie on a conference call with conservative bloggers.
The message from the Romney team was designed as both a defense and an attack: Obama just doesn’t understand how the economy works. Sometimes businesses succeed, sometimes they don’t — and the president would know that if he had spent any time in the private sector.
How the public comes to view Bain, a Boston-based company Romney led for 15 years, is critical to the former Massachusetts governor’s chances in November. He has pointed to his time at Bain and the business experience he gained there as the singular reason he is the right man to fix the nation’s troubled economy.
Bain was a pioneer in an aspect of capitalism that was widely accepted before the economic meltdown. It invests in start-ups, such as Staples, an office supplies superstore, and it makes leveraged buyouts of ailing companies that can lead to large-scale job losses through restructuring. Many Americans now consider such maneuvers part of the problem, a facet of finance that enriches investors while caring little for workers and their communities.
Democrats are trying to tap into that sentiment to raise doubts about Romney.
“That’s the heart of his campaign,” said Tad Devine, who helped craft similar Bain-related ads for Kennedy. “And if you undercut that, there aren’t a lot of places left for Romney to go.”
The two campaigns have been preparing for this moment for months: Obama began devising a Bain strategy over the winter, and the Romney team’s response was pulled from a library of prepared videos.
The Obama ad, which will air in Colorado, Iowa, Ohio, Pennsylvania and Virginia, highlights the story of a steel mill that Bain bought in 1993. GST Steel eventually went bankrupt, costing 750 workers their jobs, as Bain’s leaders walked away with an estimated $12 million in profit.