Mitt Romney, "Bringing People Together"

What it says: "Republicans and Democrats both love America. But we need to have leadership — leadership in Washington that will actually bring people together and get the job done."

What it means: In a break from straight partisan attacks, Mitt Romney takes a clip from the debate in which he touts his ability to reach across the aisle. Without saying so, he suggests President Obama is not up to the task. 

Who will see it: Romney bought $14 million in time after the debate — a major investment that he's used in large part to push his best moments out to swing states.