“Planned Parenthood, we’re going to get rid of that.”

Those sentiments are the backdrop of “Important,” a new ad from the Obama’s campaign, focusing on Republican presidential nominee Mitt Romney’s public refusal to support no co-pay contraceptive coverage–or apparently any other preventive care given his promise to repeal the Affordable Care Act–and his desire to rid the nation of its largest reproductive care provider.

The ad shows a series of women discussing Romney’s stance on reproductive issues, ranging: One wonders if he wants to return to the fifties and another questions whether he can even understand what it would be like to need assistance to access reproductive health services.

The new ad combines two planks of the new Democratic attack on Romney, combining Obama’s early lead among women voters due to women’s health issues with the current push on the former Massachusetts governor as “out of touch” when it comes to the lives of every day Americans.

“Important” will air in Colorado, Florida, Iowa, Nevada, North Carolina, Ohio,  and Virginia.