3:00 pm ET

Boy, this goes back to Chicago basics:

• Highly personal, going after Romney’s relatively low marginal tax rate (in part to get under their rival’s skin).
• Use of a prominent news media clip; most of the spot features Scott Pelley interviewing Romney on “60 Minutes” (in part to gain more earned media over the controversy of using news footage).
• The suggestion that Romney is a fabulously rich man who doesn’t care about the middle class (in part — actually in full — because this is the message Chicago thinks wins them the election).