obviously, you can draw a direct line from that ad back four years ago with the biggest celebrity in the world, the schmidt ad. but i guess there's a lot more punch to it now, isn't there? because you've got four years of data to put on the president. >> yeah. joe, i think that ad does two things. well, three things really well. the first is, that as donny is saying, republicans are really good at taking the strength of an opponent and running directly at that strength and trying to turn it into a weakness. that's one of the thing this ad tries to do, tries to take his likability and his cool and turn it against him. the second thing is, it runs at his weakness, which is on the economy. and the president's people know that is the reason why mitt romney is running so close with him right now. even though the president has so many more personal attributes that -- where he has a lead over romney, the fact that the polls are so close, it's all about the economy. so this ad turns a strength of obama's into a weakness, and runs at a weakness of obama's