Republican ads have to be clever, funny or moving. A central fact of this political year is that everyone's spending billions on ads, yet campaign consultants fear no one's watching them anymore—there's too many, they're propaganda, people use them for bathroom breaks. That sound you hear after the Obama attack ad is not cheers, it's toilets flushing.

Romney-Ryan should spend some money the old-fashioned way, not only on 60-second spots but on half-hour and full-hour live, voter-in-the-round question-and-answer sessions. And, of course, speeches. In 1976, Ronald Reagan was finished in the North Carolina primary until he borrowed the money to buy a half-hour of airtime the night before the voting. He ran a taped speech that turned everything around. Speeches are powerful! And Paul Ryan was once a speechwriter. For Jack Kemp, God bless him.

 

 

Mitt Romney just threw a long ball. Fine. The GOP will have to play an audacious, longball game.

An old cliché of politics has never been truer: "They don't care what you know unless they know that you care." Or, it's the circumstances, stupid.