US President Barack Obama on Monday unleashed a new ad attack in nine pivotal battleground states, criticizing Mitt Romney's record on job growth as governor of Massachusetts.
The new commercial also pointedly refers to Romney's vast personal wealth.
The minute-long "Heard it Before" ad is running in Colorado, Florida, Iowa, Ohio, North Carolina, New Hampshire, Nevada, Pennsylvania, and Virginia.
The video seeks to discredit Romney's core argument on the economy — that as a wildly successful businessman, he's the better candidate to diagnose and cure the country's anemic job growth.
Obama's attack ad counters that the Republican standard-bearer's record in Massachusetts gives the lie to his claim.
"I speak the language of business. I know how jobs are created," Romney says onscreen, against the backdrop of a shuttered factory, an abandoned office space, and a call center in India.
The ad then notes that Massachusetts slipped to 47th in job creation during Romney’s tenure.
The Romney campaign response notes that unemployment fell from 5.6 percent to 4.7 percent over that same period – and pointedly noting that under Obama, the national unemployment rate is presently 8.2 percent.
Obama's ad also notes that Romney "cut taxes for millionaires like himself …while raising them on the middle class."
But the latest jobs report has given the Romney camp an easy rejoinder to attacks like this one – other than the factoid that Obama is a millionaire himself with an estimated net worth of $7.3 million.
"Having abandoned 'Hope and Change,' the Obama campaign only 'Hopes To Change The Subject' from an abysmal jobs report. We're happy to compare the 4.7 percent unemployment rate Mitt Romney achieved in Massachusetts to President Obama's weak record any day," Romney campaign spokeswoman Amanda Henneberg said in a statement.
"President Obama's policies have failed to get Americans back to work — it's time for a president who has worked in the real world economy and understands how to get this economy moving again," she said.
The Obama assault on Romney's tenure as governor came after – and in spite of – prominent Democrats, including former president Bill Clinton, expressing unease with Obama's barbed attacks on his rival's private equity.
Obama's current Secretary of State, Hillary Clinton has an estimated net worth that was $31 million in 2010.