can change how people see us, but i am determined to make sure they cannot treat us differently. and when they do, they pay until we have a country where we are all equally treated at citizens. we'll be in sanford, florida on monday to continue to cover this story, thanks for watching, i'm al sharpton, "hardball" starts right now. >> president obama wants the facts. let's play "hardball." good evening, i'm chris matthews, in washington, leading off tonight, the president weighs in. it was inevitable and it happened today, president obama was asked about the shooting death of 17-year-old trayvon martin. he said all of us have to do some soul searching now to figure out how something like

this could happen, and then he said this -- >> my main message is to the parents of trayvon martin. if i had a son, he would look like trayvon. >> the last time the president was asked about a racially charged police incident, the moment backfired on him when he sharply criticized the cambridge police officer. this time i think he got it just right. plus, another sign that republicans see a winnable election slipping away. peggy newman said today it's time to get off of the goof ball express. enough with the jeans, singing, being compulsively pleasant and calling your opponents light weights. but does he have it in him? is he an etch-a-sketch himself. two years ago today, president obama signs the major historic health care law. it's unpopular and has proved to be resilient and so has romney's

opinion on the issue. and you know you can't wait for the "mad menmm"mad men" sea about to start. we begin with the president weighing in on the trayvon martin shooting. you know, let's listen to the president. here is what we know, and let's start with the facts as we know them. please correct me, we'll argue these perhaps, the official police reports regarding the shooting of trayvon martin. sanford police observed zimmerman with what they described as a wet back covered in grass, a bloody nose, and blood on the back of his head when they responded. the sanford city manager says zimmerman claims in his police statement that he was returning

to his truck to meet with police when he was attacked by trayvon martin. but, a 16-year-old girl on the phone with trayvon martin immediately before the shooting claims that trayvon told her he was being followed and herd him get approached. so we have very sketchy conflicted evidence, if you want to call it that, of what happened. the president today raised this to a presidential question. he said he wants to find out what happened, and he also said if he had a son, he would look like trayvon. >> that was why the statement was so perfect. something for him to say and elevate the conversation, not drag it down with politics. it was something that showed a relateble moment. he knows, he is telegraphing that he understands what is going on, and how the parents might feel about this.

i think it was a perfect statement to make, and it quell as lot of critics? >> from who? >> the criticism that was obama needs to say something. we have the first black president, what appears to be a clear cut case of racial bias or overtones in this case. the president needs to say something about this, commander and chief, he knows the experience, this is a moment for him to step in and advocate for the african-american community. >> his attorney general and close friend eric holder is out there investigating on the road perhaps a hate crime prosecution. >> absolutely, and the assistant attorney general for the civil rights division is hispanic. one of the most important things we have seen. not just in addition to the justice department looking at this, but when the president spoke today, he also let us understand when he says that this is what my son would look like.

we're seeing it's powerful for many reasons. most importantly, this was not a kid from the hood that might have been acting out where people might necessarily say, well he was engaging in criminal activity. he is a young man, well educated, a middle class family, mother and father love him. he had a bag of skittles and iced tea, and a lunatic says here is a black man in the neighborhood, and i'm going to shoot him. maybe or maybe not, but don't know but we know racial bias was involved. >> we know he is dead, and the president this could be any black man in america. >> i thought it was wonderfully said, i thought it was a statement that was well done with political deliberation which is the way he has to always speak. almost like a pope and get it right the first time. >> that's part of the problem, it's a blessing and a curse for the white house. the curse is when you have situations like these that come up, many eyes in the african-american community turn towards the white house because we have never been here before.

one of these presidents is not like the other. therefore, looking to him to make a statement one way or the other puts a lot of pressure that none of his predecessors, or very few have with the possible exception of kennedy in the '60s, when martin luther king was in jail. >> that was an inpulse, this was presidential behavior. let's listen to the president now and his first comments on the shooting death of trayvon martin. >> my main message to the parents of trayvon martin. you know, if i had a son, he would look like trayvon. and, you know, i think they are right to expect that all of us as americans are going to take this with the seriousness it deserves and that we're going to get to the bottom of exactly what happened. >> finding out what happened is the first, maybe i am different than other commentators, you have to find out in court

ultimately, but what happened in this terrible case. the guy is armed. he knows he has this stand your ground law on his side, he is acting like a pseudo policeman. he has no authority, and he is on a neighborhood watch thing. it is a toxic mix welcome and he seems to have a point of view that this guy is a criminal. >> he was a suspect before anything started because there are tapes purporting to show that zimmerman repeatedly called into question black men walking through the neighborhood. >> let me say something that is serious business. we have boosted the tape to hear what zimmerman says under his breath. it sounds to me like the f-word, and another word that is recognizable to anyone watching right now as a racial slur. >> what entrance is he heading

towards? >> the back entrance. [ bleep ]. >> are you following him? >> okay, we don't need you to do that. >> we cut it off, i don't know why we cut it off there. >> i have listened to the enhanced version of the tape, it was cut off here, apparently -- >> it there was, it was in the initial part where he is whispering under his breath. it sounds like he is moving, f'ing and -- >> he says f'ing [ bleep ] under his breath. it is a hate crime. it's why the justice department is involved and the fbi will have to investigate this case, and if state authorities do not prosecute and do this, we will not see a prosecution under the

hate crime. if this killing appears to be racially motivated -- >> if you're in court, and you're a prosecutor, member of a jury, or a defense attorney, you will have to contend with the boosted sound of what he said. >> translator: prosecution will have to contend with it, but this is how they built their case. mr. zimmerman has a indication of making a lot of phone calls to police when he sees black men in his neighborhood. number two, you can hear it clearly on the tape, the police say are you following this person, they say yes, and he keeps doing it. then you add him in seeing what sounds like -- >> anybody watching this show, if they were in my office a few minutes ago would have heard it. let's do it again, it's an f-word and a word that we recognize as racially evil. >> it is evil. >> okay, which entrance is that that he is heading towards? >> the back entrance.

[ bleep ]. >> are you following him? >> yeah. >> okay we don't need you to do that. >> he says they. they say we don't need you to do that, he continues to follow him, and you put that with trayvon speaking to his girlfriend, and he is saying run from him, you have motive and it's based on racial bias. >> it could be murder one, two, or three. all kinds of possibilities here. we have two levels of reporting here. as we said, the justice department is moving on this case for what looks to be a case of a hate crime. looks to be. and sounds to be, clearly. and then the second issue, you have a grand jury down there. locally, the president covered all of the bases today. local, state, federal, we have to get into action and get involved here. >> to that point, actions speak louder than words. the justice department was set down a few days ago in addition

to a communicate activism team to get thing going. the problem is going back to your initial point is that we have a law here, the stand your ground law, that is being r replicated across the country, and that could be a point for the shooting, the shooter felt like he had the law on his side, that's a really powerful thing especially when you consider the extended history of profiling of stopping people in wrong neighborhoods in this country. it happened to my dad, it happened to me, and now it's happening again, and now we have the added mix of what sounds like permissible violence. >> can i ask an important question. >> this has been used by criminals as well. people who are normal criminals, and normally commit crimes have used this as a defense when they kill somebody. >> right, and that's why it's a

flawed piece of legislation. >> an important point to make is regardless of the in fact this guy felt protected by the law, i can't imagine any black man in the united states of america who believes if he were to stand his ground, be the shooter, and the victim was white, he would be arrested, in jail, and awaiting trial. that law does not cover blacks -- >> the history. >> okay, thank you. have a happy weekend, but it will be disturbing for a lot of people. michelle bernard, coming up, mitt romney cannot shake his aides etch-a-sketch gaffe. and now he is being told to get off the goofball express. romney's continuing problems next. [ male announcer ] this is genco services --

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let's check where the race stands right now on the "hardball" score board. here it is, rick santorum has a 14 lead over romney, and gingrich is down at 18. the molls close at 9:00 eastern and 8:00 central. we'll have results tomorrow on msnbc. you know how to mix business... with business. and you...rent from national. because only national lets you choose any car in the aisle. and go. you can even take a full-size or above. and still pay the mid-size price. i could get used to this. [ male announcer ] yes, you could business pro. yes, you could. go national. go like a pro.

>> back to "hardball." this week has been the best of times and the worst of times for mitt romney, he captured a win in illinois and is closer to getting the nomination, but he cannot shake what his aide said about being an etch-a-sketch. hegy new man says for mr. romney in particular. suit up and get serious now that everyone knows you will be the nominee. get off the goofball express. being compulsively pleasant,

calling your opponents light weights. use the next few months to get back to basics. why do you want to be president? is it because i'm a great fellow and it's the top job? dig down deep. how does mitt romney wrap up this race? we have chris cillizza. what do you make of this, every time he wins something, something happens. >> peggy newman's comments are off saying mitt romney is constantly falling down, if you talk to the press core traveling with the romney campaign, they will laugh. he is notorious for not doing press avails. but the largest issue if conservatives that look at the

race is that it's initially settled, but not numerically settled, and not settled on the calendar, can he elevate the mission and his party with him. i thought that was the best acceptance speech -- >> but suppose the really reason he wants to be president is because i think i'm good and it's the best job in the country. >> he wants to be president because he believes he is uniquely qualified for these times and he ought to say that more often. that i have a skill set and belief system that fits these times. >> so that i'm not the greatest guy every, but at this time, i can fix the economy. >> would that work, that he can say i'm mr. fix it, and i can fix it? >> let me say all of the things you pointed out, cheesy grits and -- >> peggy did. >> it's because he is trying to be everything to everyone.

he is a social conservative, businessman, a moderate, he is concerned -- this campaign to his credit, most of the time, they stayed with the businessman ruth. i think the further he gets from that the worse he does. but yes, i think major is right about this. if you look at exit polls, romney's biggest advantage against santorum is experience. he has the right experience to be president. he wins it overwhelmingly. in illinois, romney won a huge share of it. newt gingrich came in second, ron paul third, and rick santorum fourth. so if he wants to close it out, i think he focuses on this is my background, this is why i'm uniquely skilled to make this case, and not just in the primary but the general election too. >> it could be that he is not willing to take a chance is that the economy takes a second dip this fall. when they go to vote, people might say we need a mr. fix it.

will the voters feelt most of all that they need to try somebody that knows business? yesterday, a radio show, romney tried to down play the damage from the etch-a-sketch remark made the morning after his big illinois win. let's listen. >> what about that? the campaign stepping on it's own story, governor? >> well, the timing was not ideal, of course, but you every can estimate that every word that comes out of your mouth is the way you want to describe it. rick santorum said the other day he doesn't care about high employment. really? is that what he meant to say. >> that's not a good comparison because the aide was saying exactly what he meant to say, that he could reset. >> the question was not about strategy, the question was not about financing, or the overall metrics or mechanics of a

general election. what about the issues you staked out here and now, will it hurt you in the fall? reset, etch-a-sketch, it all fits in that context. going back to the mr. fix it idea, he has vulnerabilities with that. your experience led you to say detroit ought to go bankrupt. if you made that call, maybe you would have gotten that wrong. and you put together health care in massachusetts, that was your fix then, what about now, why is that a bad idea. even if romney says i have these skills, my instincts are right, there will be areas he is vulnerable. >> rick santorum said yesterday if the party were going to nominate romney to take on the president, you might as well keep president obama in office. let's listen to this nail. >> you win by giving people the opportunity to see a different vision for the country, not somebody that's going to be a little different. we might as well stay with what

we have instead of taking a risk with the etch-a-sketch candidate for the future. >> can you imagine him staying that in tampa in august. here is romney, chris, responding to hugh hewitts radio show. >> i know there are a lot of people saying we need to consolidate behind the guy that is now had 38 different contests, all of the little islands as well. the senator is saying let's get going and get our nominee ready to go against president obama, and perhaps he is striking out with frustration for those questions. >> here is a guy that just won big in puerto rico, and he refers to it as one of the little islands. he is unbelievable. >> he won 80% of the delegates in the islands. one thing i would say b i agree to a certain extent with romney

in that i think in this response, because i do think that some of the stuff coming out of gingrich's mouth lately is even for him eyebrow raising. i think what they're doing is they see the math, they see that barring some cataclysmic event, romney will be the nominee, and they're throwing stuff at the wall to see what sticks. it's how primaries end, like hillary clinton talking about the rfk assassination. this is how the things do -- >> you're on a tangent here, so tell me this, why would a guy or a woman like hillary clinton, knowing they're going to lose, start trashing the person they're going to have to endorse at the end of the summer? tell me how that works? >> because you spent lots and lots of time and months and years in your life running

against this person. getting up every morning trying to make the argument why you're bettinger. part of it is just that, and the other thing, chris, is you're tired. you're worn down. you have spent months of your life on something that's coming up short and that's hard to deal with. >> here is santorum today trying to clean up his remarks from yesterday. >> what i said the other day, that we need a real choice in this election, i'm for defeating barack obama, and i will support whoever withins the republican primary no matter what. >> so he will support him even though he thinks he is a jerk. >> the first comment was a choice not an echo. if you believe that romney is going to when, but you're not sure he will be effective and beat president obama, then your backtracks statement is that he

was not conservative enough. i think for the conservative critics, there is a strategic indictment against romney starting now. >> he is trashing him because he thinks he will lose, and he will pick up the pieces in 2016. so it will be santorum against hillary clinton. that will be a fairly easy vote for most americans. >> they say i wasn't good enough -- >> thank you major garrett, and chris cillizza. next, word association. stick around. one word to describe romney, newt, and dr. paul. if you are one of the millions of men

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the side show, first up, what? no etch-a-sketch, when mitt romney's advisor compared his candidate's shifts to an etch-a-sketch, the toy became a must-have prop for santorum and gingrich. but ron paul not so much. they came out with this new ad on the topic. is sounds like more of a bromance between him and romney. >> it's like an etch-a-sketch, you can shake it up. >> do you have an etch-a-sketch? >> we're talking about big things here folks. >> see, it mainly goes after gingrich and santorum. going after romney? not here, the paul campaign goes after every other candidate, but never mitt romney.

money talks, but the debate on birth control that sparked debates in recent months, a lot of democrats say republicans have had a war on women. richard hannah was the sole republican in a rally in washington, and he had quite a message for the women in the crowd, let's listen. >> contribute your money to people who can speak out on your behalf because the other side, my side, has a lot of it. and, you know, you need to send your own message. this is a dog fight, it's a fist fight, and you have all of the cards. i can only tell you to get out there and use them. make it matter, get out there, get on tv, advertise, talk about this, the fact that you want it, is evidence that you deserve it and that you need it. did you catch that? he is saying donate your money to the other side as in the democrats. he is going to take heat from

his party for that, but he is a pro-choice advocate anyway, it may not be the first time he has taken heat. finally, you know the game where you do word aassociationuation. here are the results between a new poll. the prompts? the names of the candidates for president. mitt romney, no and rich. rick santorum? kahn servetive and no. >> newt gingrich, old, and no. ron paul? old, and no. more people had negative words than positive for all of of the candidates with newt gingrich taking the lead with the highest number of negative word choices. up next, two years ago today, president obama signed the health care bill into law, and next week it will be argued before the supreme court.

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responsibility. what's your policy? ♪ amen, omen

i am milissa rehberger. robert bales is formally charged for the march 11th shooting tragedy. and polo was found guilty for a fatal crash. and fans pack theaters for late night showingings of "the hunger games." it took in $20 million overnight. some think it will take in well over $100 million this weekend. back to "hardball."

welcome back to "hardball," all eyes on the supreme court next week starting monday when the justices take up a big case. determining if obama's health care law is constitutional. they're trying to win over a public that is skeptical of the law. here is a part of the new web video defending the president's signature piece of legislation. let's watch. >> after a century of striving, a year of debate, a historic vote, health care reform is not an unmet promise, it is the law of the land. it is the law of the land. we're going to have millions of people with health care coverage that wouldn't otherwise have it. it can't be dropped when you get sick and news insurance most.

>> the president is defending the law in the court of public opinion and romney has stepped up his criticism of it even though the massachusetts law he created served as the model for the federal one, and included the centerpiece, the individual mandate. how will he thread that needle. we have the advisor to the white house for the health care law, and we have david corn, an author, his book, a stunner, called "showdown." david is a good friend of mine and a great political reporter. if you read books like this, you will get pumped for the election. >> i want you to pitch my book.

>> everybody is out against it right now, what affect will this have on romney that is the pioneer of the individual mandate? >> i think that general election around this will be muted if romney is the nominee. >> okay, let's make the grand assumption he is the nominee, i don't know why you're still playing with this. make the case. >> i think the challenge for mitt romney is he is the chief architect of the legislation mass you pointed out. he has been the chief supporter. >> how does he skunk it now? >> i think he thinks that people will forget. >> they are not going to let him forget. i think that is why he doesn't talk about health care. he did today, because of the anniversary, but he does not talk about this. >> let's look at romney here, today he did, he pegged an op-ed for "usa today" saying that it

was an intrusion on our privacy. >> i would like instead of the government coming in to mandate price controls, i would like individuals to be able to shop around and to make this act more like a market. balm care in my opinion is simply the wrong direction. balm chair substitutes government intrusiveness, for the die nams of individual's responsibility and individuals being about to pursue different options. i believe in the marketplace, and consumers pursuing their own dreams. i believe in individuals being able to make their own choices. >> how does a guy -- let's take it from the progressive side. how does he defend the fact that we have 40-50 million people without health insurance, and if we get rid of balm care, we'll be back to square one? >> the mitt romney of seven

years ago looked at the problem and said i'm going to have a solution. i'll have a mandate and the plan that the president put forward essentially. he knew you needed the mandate to do that. he was a governor that led the nation on this, and it wasn't just 12 or 7 years ago that he did that, he argued that the mandate and the massachusetts plan should be the model for the nation. and that's why i think the challenge for him is that the past mitt romney cared about this issue and cared about solving it, and the romney of today would like to use rhetoric to hide the fact that he is the chief architect that made it. >> you know what this reminds me of? >> you're speaking on the record here. take it from you. >> this reminds me of that al sharpton commercial. he has pie all over his face. he's saying i hate pie, but -- >> flip it over, you flip it to the right-wing side.

they're in tampa cheering and when he says i can't stand this obama care, and they're all thinking he created it. >> you know what, i have to say this, it's the only play he has, and if a conservative voter has choice between somebody who embraces barack obama care, as barack obama does calling it that now, and somebody who used to embrace it, and will now support repeal. >> here is republicans that have lined up, as we know, but romney will have a hard time debating obama on that topic. his plan in massachusetts included that mandate, and in 2008 romney said he liked the mandates. let's watch. >> referee: governor romney had mandates in massachusetts -- >> no, i like mandates, they work. >> i beg your pardon? >> let me -- >> i didn't know you were going to admit that.

>> absolutely, let me tell you what i like, fred. >> the ones you come up with. [ laughter ] >> referee: here >> here is my view. if somebody can afford insurance, doesn't buy it, and get six, they should have to pay their own way and not expect the government to pay their way. that's an american principal of personal responsibility. >> he makes a better case for your program than you guys did. he said it's a individual possibility, no more free loaders out there. no more people getting picked up, and don't pay a nickel, and they walk in and get it free. he says they ought to be responsible and self-reliant. it's an argument. >> and the mandate is a republican idea. a dozen republican senators have supported the mandate in one form or another. >> there was a response to the

idea they were pushing for it on the left which is single payer -- >> i want to give -- you haven't been on the show, and i want to give you a real hard argument in your favor. i heard the president make the same case, now it's on the record. one reason in health care is not selling, the balm program, is not sold in big numbers, it's about 50/50, is this. opponents, critics of the law dumped $200 million out there trashing it, and all of the porters were able to pull together was something like $60. so it's all about the negatives, and that's been a problem. >> let's remember what they were saying, death panels, lies about the cost. i think we have real challenges here where on one side, you have to explain it. >> you're a great guest. i like when you say we took it from him. this book is available, can somebody show this. there it is, not only is he my

friend, this guy is one of the best about politics. he was on my side about every great issue in our time. this is the book to buy. up next, the fifth season of "mad memm "mad men" comes back on sunday night. we'll talk about some of the real madmen from the '06s. [ male announcer ] if you believe the mayan calendar, on december 21st, polar shifts will reverse the earth's gravitational pull

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abraham lincoln move over, the 16th president has been passed in favorability. drew brees got the highest record. lincoln's 91% was in a national poll, and brees' was just in louisiana. [ donovan ] i hit a wall.

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♪ i just want to know roger, back with joan, i love that show. after 17 months "mad men" returns with don draper back in action. ♪ wow, and there is a political angle too to the return. . the real made men created an add campaign for lyndon johnson's reelection campaign. it started a new era for candidates to be advertised like soap. we have thetizing director for bush's 2000 and 2004 campaigns.

and we have dan rather with us. let's start with a critic perhaps. the history of this, let's take a look now for this 1964 ad, the case is made for lyndon johnson that all the moderate republicans that criticized barry goldweather. we pick up the ad with a familiar name. let's listen. >> governor romney. in june he said goldwater's nomination would lead to the suicidal destruction of the republican party. so, even if you're a republican with serious doubts about barry goldwater, you're in good company. vote for president johnson on november 3rd. the stakes are too high for you to stay home. >> boy, that was gothic. that was so direct. there's something wrong with goldwater, mark. it didn't have to say too much

about it because everybody sort of knew there was something wrong with goldwater. >> they had a study where they had 2,000 psychiatrists polled and they came out 1,500 or 1,300 said goldwater is not fit. i say go back to 1964 and check out the johnson campaign. >> they just got a bunch of liberal psychiatrist to trash the guy and everybody said that's true. that many thought it. dan rather, your memories, i know you're reporting nationally by then. your memories of this dramatic campaign and gothic, i'm calling it. it's about that guy is no good for the job. >> first of all, not all that well known, it was president kennedy and his staff looking forward to the 1964 election that in the summer of 1963 said we need to get a marriage with wall street and it was they that

came to the decision to bring in doyle and dane. the original marriage of madison avenue with the white house. number two, when johnson came in after kennedy's assassination, his staff said let's take it on. president kennedy was attracted to the advertising agency because of their campaign for volkswag volkswagen. they wanted to demonize goldwater as quickly as they could. it was a scare campaign. >> we're going to get tot that one. >> it was on the cover of time magazine. we learned a lot from that campaign. it was in many ways among the most necessagative campaigns.

what you had in this ad with the little girl was a combination of daisy petals and mushroom clouds. the question is whom do you want in the white house making decision on nuclear power. do you want lyndon johnson or trigger happy goldwater. they followed up with bumper stickers and everything else. the slogan was in your heart, you know he's right. the democrats said in your heart, you know he might. he might what, pull the trigger. >> let's take a look at that ad. it's only been played once for advertising but it was played by the programs. >> ten, nine, eight, seven, six, five, four, three, two, one,

zero. these the stakes to make a world in which all of god's children can live or to go into the dark. we must either love each other or we must die. >> that played on nbc's monday night the movies and only had to play once and what an impact. we'll be right back to talk about the real madmen. rica. we've got to protect the environment. the economists make some good points. we need safer energy. [announcer:] who's right? they all are. visit powerincooperation.com.

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we're back. mad men returns this sunday. we're talking about the real mad men who brought madison back to politics making the point that voters need a president that will protect them in an uncertain world. let's listen to political advertising. >> this particular phone only ricks in a series crisis. put it in the hands of man proven himself responsible. >> that you are jents phone call image is the 1964 reappeared as we all remember in 2008. let's listen. >> it's 3:00 a.m. and your

children are safe and sleep. who do you want answering the phone? >> i'm hillary clinton and approve this message. >> it's about dreaming and everything and nightmares. >> it's playing to emotions. >> it played to emotions and character and kpeernz. in '64 advertising was more than about products. the reality is by '64 and when ddb came aboard they understood that advertising needed to go to emotion. >> okay. thank you. dan, 10 seconds, 15 seconds. >> i think it's important to remember that 1964 is when politicians recognized the new machine. it was