Photograph by Saul Loeb/AFP/GettyImages.
President Obama's campaign has a new one-word slogan: "Forward."
Unveiled in a seven-minute video that the president's re-election team is using to kick off the general election, the new slogan replaces its 2008 predecessor, "Change." It also comes after the president's team has experimented with such less-than-pithy slogans like "Win the Future."
The video previews much of what is expected to be the president's 2012 pitch to voters. It begins by reminding Americans of the dire state of the U.S. economy when Obama took office in early 2009, and then goes on to tout the president's first-term accomplishments, including the end of the Iraq war and "don't ask, don't tell," as well as Wall Street and credit card reforms, and the auto bailout.
This being a campaign spot, however, it also includes its fair share of criticism as well, blasting Republicans for their opposition to the president's agenda. "Instead of working together to lift America up, Republicans were waging a campaign to tear the president down," the narrator says.
And this being the age of Twitter, there's already been a GOP rebuttal. "Under Obama's budget, Americans can look #FORWARD to a projected debt of $25.9 trillion by 2022," the Republican National Committee tweeted.
Meanwhile, the New York Times' Brian Stetler notes a similarity between the president's new slogan and MSNBC's recent "Lean forward" ad campaign, something that likely won't be lost on conservatives.
Here's Obama's campaign video: