The Bain attack ad is pure expressive/symbolic politics: vote Obama because Romney is a bad guy, not because an Obama administration will make any practical difference to people like those featured in the video.
Obama wants credit for being more caring, compassionate, and concerned than Romney. But even if that were all true (and I’m not at all sure it is)—so what? It’s not like he has in mind any plan or policy actually to do anything very different from his rival on this score, other perhaps than provide somewhat more generous federal benefits after the plant is closed down.