Doubt

Political ads in general are simplistic, because it makes you draw a meaning and sense of intelligence, which is necessary in politics. What this ad is trying to do is create some level of doubt in people's minds. By making them question what life would be with a leader like Romney, they are triggering all sorts of thinking mechanisms in one's brain in order to have impact.

The picture chosen is also key, as people would pay special attention to how they make meaning of an ad when it comes to politics, because politics essentially influences everybody's daily life. They therefore chose a picture that brings a sense of security and seriousness, without alienating audiences with expensive clothes and fancy photography. Just the blurred out face, blurred out so that attention is given to the caption. Simple, smart, and to the point.