Well, a new spot from Crossroads GPS takes a different tack: It plays up Obamacare, but rather than use the old GOP boilerplate of repealing President Obama's signature health-care law, it promotes that idea that North Carolina state House Speaker Thom Tillis (R) will "replace (it) with quality health care that works."

This ad from conservative non-profit group Crossroads GPS slams Sen. Kay Hagan (D-N.C.) for casting "a partisan vote" for Obamacare and says that her Republican opponent, Tom Thillis, will "replace Obamacare" with better health-care alternatives. (Crossroads GPS via YouTube)

The ad also plays up Tillis's work in the state House -- more specifically, on insurance reform for families of kids with autism -- as evidence of the kinds of reforms he would push.

The ad is at once a recognition that Tillis's image needs some help, but also that merely repealing Obamacare might not be the best move -- even in a state Mitt Romney carried in 2012.

Polls have long shown people preferred keeping the law and/or reforming it to repealing it. But the resonance of the "repeal" message was huge in the GOP base and big during the primary season. And indeed, as the general election has progressed though, "repeal" hasn't really been a watchword on the campaign trail.

This suggests at least one group sees the "replace" message -- which the group also used in an earlier pro-Tillis ad -- as more appealing to middle-of-the-road voters, and particularly the kinds of suburban women that Tillis needs to win over.