Rove SuperPAC's fascinating new Pa ad

CrossroadsGPS, the SuperPAC co-founded by Karl Rove, is back up with a new anti-Obama ad in Pa and other battlegrounds. Though produced by the guy behind the infamous "Willie Horton" ad of 1988 this one is surprisingly low-key and shows the drilled-deep science behind high-stakes political advertising today.

The NYT has the background on the ad, called "Basketball":

In interviews with voters, Crossroads strategists picked up on some common sentiments that they concluded could provide a clear rationale for voters to deny Mr. Obama a second term.

Some said they felt that the president was an eloquent communicator, but that his actions had failed to live up to his words. They said they thought the country’s budget problems had gotten out of hand, yet the government kept spending recklessly — like someone with maxed-out credit cards. And they reported being worried that their children would not have the same opportunities to get ahead as they had.

. . . The ad opens with a woman talking about her family’s financial woes. “I always loved watching the kids play basketball,” the actress says, her voice heavy with worry as she glances out at her backyard. “I still do, even though things have changed.”

Her face quickly morphs into an old woman’s. Her skin is wrinkled, her hair gray. She explains how her adult children have moved back into the house because they are unable to find jobs. And she is not sure she can afford to retire now.

“I supported President Obama because he spoke so beautifully,” she says. “He promised change. But things changed for the worse.”

The Pennsylvania ad buy is for $1.1 million, CrossroadsGPS said, and will run for three weeks.