Mitt Romney is a tool Unofficial, loosely-organized negative ad campaign
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Campaign archive · 2011–2012

Mitt Romney is a tool

An unofficial, loosely-organized negative ad campaign documenting Mitt Romney's political career, gaffes, and public statements during the 2012 presidential election cycle.

From the archive

Three moments the site documented

A running log of campaign-trail moments, each filed with a date, a quote, and a punchline.

06 / 02 / 2011

Candidacy announcement

On June 2, 2011, Mitt Romney officially declared his 2012 presidential candidacy in New Hampshire. The site covered the event as "tool time."

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05 / 30 / 2012

The app misspells America

The Romney campaign's iPhone app misspelled "America" as "Amercia," an error highlighted by the LA Times. The site called the internet Mitt's worst enemy.

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07 / 11 / 2012

Addressing the NAACP

Mitt Romney addressed the NAACP on July 11, 2012. The audience was reportedly booed or scoffed at multiple times during his remarks.

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The voice

Straight from the feed

It's time watch what happens when a tool runs for president.

Announcement post · 06/02/2011

Oops! The United States of "Amercia"?

App misspelling post · 05/30/2012

Mitt gets booed by a bunch of non-white middle class Americans. We can't imagine why.

NAACP address post · 07/11/2012
Sections

Where to dig deeper

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Background

The Man

An overview of Mitt Romney's personal history, career, and wealth, framed as the context for his political positioning during the campaign.

Visit The Man

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Images & memes

Photoshops

A gallery of photoshopped images and memes, split into photoshops by us, photoshops by others, memes by us, and memes by others.

Visit Photoshops

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Quotes & commentary

Mitticisms™

A collection of notable quotes and statements attributed to Mitt Romney, each filed with contextual commentary on what the site saw in it.

Visit Mitticisms

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Narratives

Propaganda

Curated material built to shape public perception against Mitt Romney — the key narratives of the campaign alongside the visual and textual arguments made for them.

Visit Propaganda

This site collects and comments on material surrounding Mitt Romney as a political figure and public persona, spanning his biography, his wealth, and the way both were presented during the campaign years. Rather than serving as a conventional news outlet, it reads more like an annotated archive, with each section offering a different lens through which the same subject can be examined and compared against how others framed him.

The background section works as a concise overview of Romney's personal history and career trajectory, giving readers the necessary context for understanding why his positioning shifted so often between elections. It functions as a reference point rather than an argument, establishing the timeline and the professional milestones that later commentary draws on when it evaluates rhetoric, perception, and political identity.

The images and memes gallery documents the visual side of that reputation, sorting material into photoshops made by the site, photoshops made by others, memes made by the site, and memes made by others. That four-way split makes the section useful for readers interested in how political figures circulate as media objects, since it separates original editorial satire from material borrowed and reshaped by wider online culture.

The quotes and commentary area gathers notable statements attributed to Romney and pairs each one with contextual notes on what the editors found noteworthy in the wording. Known as Mitticisms, the section reads like a phrasebook, capturing recurring themes and turns of phrase that later became shorthand for how the public remembered a given campaign cycle and the kind of scrutiny he attracted along the way.

A narratives section follows with curated propaganda material, extending the archive beyond quotes and pictures into the broader documentary record of messaging, framing, and repetition. Together with the other sections, it builds a layered picture of a person whose public image was assembled in part by the people around him, which is exactly the kind of arrangement this site exists to sift through.

Readers looking for background can dig deeper through the sections listed on the homepage, moving between the biographical overview, the image galleries, the quote archive, and the curated narrative material as their curiosity dictates. The layout mirrors that browsing path, with clear entry points and a restrained, high-contrast design that keeps attention on the subject matter rather than on decoration.

Get involved

Spread the word

The site asked readers to help expose the "tool" — sharing links, posting photoshops, and sending in the moments the mainstream coverage missed.

Open the toolbox

Send something in

Photoshops, memes, and documented gaffes are all fair game.