Election Ads of 2010

The following document is the culmination of more than 20 dial sessions in almost 20 states across America in 2010.  We have been able to accomplish what few have ever tried – the dissection and recreation of the perfect political ad. 

To test political ads with voters before they air sounds like common sense, but not many people do it.  In fact, almost no one does it.  Too many ads are designed and created on pure gut instinct – and those instincts are often flat-out wrong.  One cannot help but wonder why more candidates and political groups do not take the time and effort to learn what works and what doesn’t.  It’s remarkable how many ads currently running on television fail to move the numbers – or worse: 

<read the full document>


Watch the ads: