Former Clinton Aide: Three Reasons Romney Attack On Obama Won’t Work

And: What will Bill say?

Image by Pablo Martinez Monsivais / AP

Mitt Romney’s campaign launched a significant television ad buy in seven swing states today, using Hillary Clinton’s words from the 2008 Democratic primary against President Barack Obama.

“So shame on you, Barack Obama,” the now-Secretary of State is heard saying.

BuzzFeed reached out to a Clinton campaign campaign aide, who doubts the message will stick this year.

1) Anyone who’s ever run against anyone thinks that the other side is distorting their views with negative ads, especially someone (like Hillary) who was losing at that time. So I’m not sure that the gripe from her will be shocking to voters. And I’m not even sure that using it would have been effective even had McCain used it in 2008, let alone four years later when it just feels so old.

2) I get that they’re trying to leverage Hillary’s current popularity, but the clip they used is from a time when she wasn’t particularly popular, and is not one in which she is the most likeable I’ve ever seen her.

3) People like Obama. Doing an ad about him being an asshole is an attempt at persuasion, rather than deepening an already held view. The former is harder.

So, again, it’s one of those ads that’s fun to make, but I question how effective it will be.