The story of Ampad, a company acquired by Bain Capital in 1992 that later went bankrupt, was used successfully by Democrats 18 years ago to help derail Mitt Romney’s run for a U.S. Senate seat from Massachusetts.
Now, the Obama campaign is resurrecting the case to help keep Romney out of the White House.
A new five-minute campaign web video aims to discredit Romney’s key selling point of his candidacy – his business experience – featuring testimonials of workers laid off from a Marion, Ind., office products factory acquired by Ampad in 1994. Romney was CEO of Bain at the time.
“Good paying job with good benefits. I loved the people I worked with. I thought I was settled in for life,” says worker Jerry Rayburn who lost his job after Bain came in.
Ampad went bankrupt in 2000, shedding a total of 1,500 jobs, according to the film. Bain profited $100 million from the deal.
“He’s just the opposite from Robin Hood,” one worker says of Romney.
With the Ampad video, the Obama campaign signals it is doubling down on the argument that Romney was a corporate raider more interested in amassing personal wealth than in creating jobs. Last week, Democrats focused on the case of Kansas City, Mo., steel company GST Steel, which was also acquired by Bain and later closed.
GST was featured in a TV ad attacking Romney that ran in five battleground states. Obama campaign officials said Sunday that they are extending the ad buy in Ohio.
Republicans and the Romney campaign have called the assault on Romney’s business record “character assassination” and an affront to capitalism and private equity – the same industry that employs some of Obama’s biggest donors, they note.
“The purpose of the president’s ads are not to describe success and failure, but to somehow to suggest that I’m not a good person or not a good guy,” Romney said last week.
Even Obama campaign surrogate, Newark mayor Cory Booker, argued the line of attack may be going too far, saying Sunday that he is “very uncomfortable” with it.
“President Obama continues his assault on the free enterprise system with attacks that one of his supporters, Newark Mayor Cory Booker, called ‘nauseating’ and a former adviser, Steven Rattner, called ‘unfair,'” said Romney campaign spokeswoman Andrea Saul.
“Under President Obama, too many Americans have lost their jobs and their homes. President Obama’s policies have failed every American who expected their president to focus on the economy and make things better,” she said.
The Romney campaign has been highlighting businesses that have been successful, job-creating Bain investments, including Staples and Sports Authority.