They really think this is a winning strategy.

Via RCP:

LAUER: Well, Robert, I’m glad you say that it’s a real issue, because I have to be honest with you, I personally, was a bit surprised that the campaign released this Big Bird ad yesterday, I mean, is that the kind of political ad that a campaign releases when it feels that it had ideas and solutions on its side, or is that the kind of political ad a campaign releases when it simply wants to get attention?

GIBBS: Well look, I think the ad and the President have an important point on this. Mitt Romney took to the debate and said, ‘I’m gonna get tough by ending Downton Abbey and going to war with Sesame Street, when he’s going to let Wall Street off the hook, and not hold them accountable as we go forward in financial reform. Look, we cannot have a President that does that. That’s certainly part of a very real issue, and I think it’s one more piece, Matt, of something that Mitt Romney said at the debate that he’d like to change, or that is a position, that he’s going to walk away from.

LAUER: And I find it hard to believe I’m asking this question here this morning, but will the campaign take Big Bird out of its ads.

GIBBS: I don’t know of any plans to change that ad.