Priorities USA Action, the super PAC backing President Barack Obama, released a new Bain Capital-centric ad Tuesday that targets Mitt Romney over the impact his former private equity firm had on middle-class Americans.
Titled "Same Promises," the commercial is the first new spot from the super PAC after it announced Saturday that it would recast the spotlight on Romney's private equity career in the final weeks before the election. The ad brings new faces together with some of the individuals who shared their stories in previous Priorities ads.
"This was a booming place. And Mitt Romney and Bain Capital turned it into a junkyard," says one man, named Donnie.
"He promised us the same things he’s promising the United States," adds another man, Pat. "And he’ll give you the same thing he gave us. Nothing. He’ll take it all."
WATCH: "Same Promises"
The ad will air in the battleground states of Colorado, Florida, Iowa, Nevada, Ohio, Virginia and Wisconsin. The group also re-released "Stage," a spot that was called one of the most effective from Democrats this cycle.
Priorities said the renewed effort to highlight Romney's record at Bain Capital is part of a multi-million dollar project, but the super PAC would not disclose the exact amount. The group raised a whopping $15.2 million in September alone, surpassing the amount raised by pro-Romney super PAC Restore Our Future in the same month.
But outside groups supporting the Republican presidential nominee have their own plans to refute the idea that Romney is out of touch. Crossroads GPS, the conservative advocacy group backed by Karl Rove, launched its own effort to showcase Romney's compassionate side with an ad called "Mitt and David."
The ad features Ted and Pat Oparowski, who addressed the Republican National Convention in August and shared the emotional tale of their son David, who was diagnosed with leukemia at age 14. As they did in Tampa, the couple recall that Romney visited David in the hospital, helped him write his will and even delivered the boy's eulogy.
"Mitt and David" began airing in Wisconsin and Ohio on Tuesday morning as part of a one week, $4.2 million ad buy. Crossroads GPS did not indicate if it would be releasing other ads intended to humanize Romney, but similar spots could counteract Priorities USA Action's case that the GOP nominee is both ruthless and unconcerned with the needs of average Americans.
WATCH: "Mitt and David"
UPDATE: 5:20 p.m. -- Michele Davis, a spokeswoman for the Romney campaign, issued the following response to the Priorities USA Action ad:
This is yet another misleading ad from a discredited ally of an increasingly desperate President. Governor Romney's experience was about fixing companies that were broken and giving start-up companies a shot at success. His work helped save thousands of jobs at companies that were failing and the companies he helped start today employ over 100,000 people. Unfortunately, President Obama hasn't been able to have this same success and 23 million Americans are suffering for his failure. We can't afford four more years of the same failed policies.