President Obama insists that he was taken out of context, and the Obama campaign has made multiple efforts to re-write his remarks about small business owners, but Republicans and their Super PAC supporters are heavily using his “You didn’t build that” quote in campaign ads.

American Crossroads’ new ad shows small business owners watching the Obama speech on an iPad, then capturing their reactions and responses to the president’s comments.

“I can’t believe the president of the United States could say that I have not made this,” says a business owner.