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Etch A Sketch Shakes Things Up With New Ads
02 Apr 2012 EDT - CNBC.com
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“We have a left knob and a right knob for each political party. (But remember, when both work together, we can do loop de loops.),” declares one ad. Another says, “Etch A Sketch is a lot like politics, there’s a lot of gray area.”

A third attempts to reinforce the neutral ground the company is seeking. “Politically,” it says, “We lean right down the middle, which way did you lean?” The words are written vertically down the middle of the ad, forcing the reader to tilt their head to the left or to the right to read it.

Each of the ads declares: “Etch a Sketch is proud to be part of the national debate.”

That debate isn’t going away anytime soon. The image continues to be conjured up by Romney’s opponents on both sides.

Earlier Monday, former President Bill Clinton became the latest to use the metaphor in an interview with ABC’s television show “Good Morning America.” He concluded that Romney would need an Etch A Sketch reset to win.

Clinton’s remarks reinforce the idea the remark may continue to haunt Romney long after the primaries are over. It also provides another opportunity for Americans to become aware of the comment (as do the toymaker’s ads).

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