Kate Hicks

This evening, the Romney campaign will unveil a new video during the RNC called "Switchers," a 2:30 spot featuring former Obama voters who have decided he's not their guy in 2012. Watch:

It's a wise strategy for the GOP to pursue, as ads depicting former Obama backers who have become disillusioned with him over the last four years were deemed the most effective variety of ads by a bipartisan focus group. Romney needs to remind people that they aren't happy with the current administration, and he can best accomplish it with videos like this: ordinary people talking about the optimism they felt for Obama, and the subsequent struggles they faced when he didn't follow through on promises of "change."

Kate Hicks

Kate Hicks is one of Townhall.com's web editors. You can follow her on Twitter @KateBHicks.

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