Team Obama have released a rebuttal video focusing on international affairs.
This approach, where Romney’s attacks on the President are spliced with footage of Obama contradicting him, has been deployed a few times already in this campaign. It’s an effective mechanic for lampooning Romney. It makes the Republican candidate seem at best ill-informed and at worst a liar.
This video culminates in a very emotive speech defending American values. This is a lovely touch.
Most effective pieces of communication use a combination of ‘desire’ and ‘permission’. The early part of this video – the factual rebuttal – are all about giving people the logical permission to endorse Obama. And the last 30 seconds deliver the desire beautifully.