Mitt Romney, "The Choice"

What it says: “The President has tried, but his policies haven't worked.”

What it means: As The Fix notes, Romney was at his best in the second debate when contrasting Obama's record with his own. This ad aims to keep that moment in voters' minds.

Who will see it: The day of the debate, Romney made a $12 million ad buy in nine swing states, with the most money going to Florida, Ohio and Virginia. Colorado, Iowa, Nevada, New Hampshire, North Carolina and Wisconsin are also on the list.