By Hugo Gye
PUBLISHED: 18:00 GMT, 24 October 2012 | UPDATED: 19:54 GMT, 24 October 2012 Throughout 2012, Barack Obama's campaign strategy has seemed clear - to paint Mitt Romney as so extreme and incompetent that the public would feel unable to vote for him.
But ever since the Republican challenger trounced the incumbent in the first presidential debate, that plan has appeared increasingly ineffective as Romney's position in the polls has steadily improved.
Since growing numbers of voters now appear to regard Romney as a potential President, Obama has taken a new tack and turned away from negative campaigning.
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Positive: Barack Obama has changed his campaign strategy after a string of poor poll results
Pulling ahead: Mitt Romney has been doing much better ever since the first presidential debate
From the moment the former governor of Massachusetts became the presumptive GOP nominee in April, Democrats have pushed to paint him as unelectable.
The attacks on Romney's conservative views and business background at Bain Capital appeared to some to have worked, as Obama held a significant lead in polls ahead of the first debate on October 3.
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'The Obama organization did the single best job of destroying a candidate I have ever seen in my career, from May to September,' non-partisan pollster Peter Brown told Politico.
'But that all went out the window when Romney showed people that the caricature of him as a clown was false.'
The debate apparently convinced many voters who are fed up with the sluggish economic recovery that Romney could be trusted to do better, as he erased his poll deficit and is now in the lead in many surveys.
Turning point: Romney's victory in the first debate (pictured) in Denver on October 3 marked the death knell for Obama's negative strategy of demonising the Republican challenger
Friendly: The President is now taking a distinctly more upbeat tone in his ads and campaign speeches
While Obama was thought to have put in a strong performance in the second and third debates, it does not seem to have been enough to turn the tide of Romney's momentum.
So now the President has apparently performed a strategy U-turn, eschewing negative tactics in favour of a more positive message touting the achievement of the past four years.
Yesterday morning, just a few hours after the final debate, he released a new campaign ad to accompany a 20-page booklet laying out his plan for a second term.
The ad claims 'there's just no quit in America', and boasts of how the economy has improved since the end of the recession.
Obama promises to focus on education, manufacturing, energy and the deficit, as well as 'ending the war in Afghanistan', if he is re-elected on November 6. The 60-second video barely mentions Romney by name - unlike previous ads, which have shown workers at firms owned by Bain Capital launching in to vicious personal attacks on the candidate.
Change: Obama's new campaign commercial takes a positive tone, unlike many previous ads
Manifesto: The Obama campaign has released a new booklet explaining the President's plan for a second term
The campaign has printed 3.5million copies of the manifesto-style booklet, entitled 'The New Economic Patriotism: A Plan for Jobs & Middle-Class Security'.
The pamphlet is the first time that Obama has laid out a comprehensive programme for the future, and has been interpreted by some as a sign of panic.
'A glossy pamphlet two weeks before an election is no substitute for a real agenda for America,' a Romney spokesman told Politico.
'Instead of offering a plan to get our economy back on track and create new jobs, President Obama is offering more tax increases, more spending, more debt, and fewer jobs.'
Even some Democrats have suggested that the booklet could come too late to make a big difference in the election race.
'Wouldn’t it have been cool to have a great document put out the day after the convention when everyone was riding really high, instead of now?', party strategist Erica Seifert said.
Confident: Romney gave a bold speech to supporters in Denver on Tuesday night
Crowd: 10,000 people turned out to see Romney speak at the Red Rocks Amphitheatre
Obama's panicky change of course has been accompanied by a newfound confidence in the Republican campaign.
That self-assurance was on display in Denver on Tuesday night, when Romney and his running mate Paul Ryan addressed a crowd of 10,000 supporters in the legendary Red Rocks Amphitheatre.
The GOP candidate boasted that his performance in the three debates had 'supercharged our campaign', adding: 'We're on the home stretch now. And I think the people of Colorado are going to get us all the way there.'
He dismissed the idea that Obama was able to take the coutry forwards, and said: 'The President's status-quo campaign... is why he's slipping, and it's why we're gaining.'
Watch the Obama campaign ad here
Read more: Politico: President Obama's 11th-hour strategy shift
Read more: http://www.dailymail.co.uk/news/article-2222594/U-S-presidential-election-2012-How-Obamas-negative-strategy-backfired-debates.html#ixzz2AFo3VdAa
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