Crossroads GPS, "Mitt and David"

What it says: "To spend time with a 14-year-old boy in his last days, that, you cannot help but know he's caring. He cares about people and about their needs."

What it means: The ad is a rare personal spot, focused on humanizing Mitt Romney rather than demonizing President Obama. It features Ted and Pat Oparowski, who spoke movingly at the Republican National Convention of the candidate's relationship with their late son David. 

Who will see it: It's a $4.1 million buy.