A series of campaign appearances by Mitt Romney and his family appear designed to show the candidate in a softer light and counter one of President Obama’s strengths.

Romney has acknowledged Obama’s eloquence and likability on the campaign trail while the presumptive GOP nominee has struggled to make a similar connection with voters.

In the past few weeks the campaign has ramped up efforts to change that, spanning from the simple — allowing reporters to film Romney and his wife Ann strolling the beach and eating ice cream — to the silly, with the couple’s five sons going on Conan O’Brien’s late night talk show to show a video of a prank they played on their father.