thinking when you came up with that idea? >> well, the idea was very simple. she was the butt of most national jokes. i had dinner with her one night and filmed her the next day, that was the only time i had to get to know her. all i knew is what the voters knew. that's what they saw on "saturday night live" the "today" show and "the tonight show." i thought and christine thought it was important to draw a line in the sand and say, that was before. >> when i first saw the ad i thought, i can't believe this. and when elliott saw the ad he said, that's brilliant. >> we like elliott. >> here's what i found about it, the i'm not a witch line was almost necessary, it did, as you hoped set that issue aside. the line that mattered to me as a viewer a voter is, i am you.