“One of the enduring challenges Romney’s team faced was projecting the softer side of Mitt, the loving family man and humanitarian who quietly gave of his time and money to the less fortunate. That was no easy task. The campaign had to be careful about putting him in regular-guy situations—the staple “off the record” visits at diners and hardware stores—because of his tendency to say weird, off-putting things.
“There was talk of putting Ann Romney in TV ads to testify to her husband’s best qualities, but she didn’t test well in focus groups.” Emphasis added.
From Politico’s new e-book, The End of the Line, Glenn Thrush & Jonathan Martin