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for the first time in a while tonight, a new hampshire primary voter asked her what she would say if she was the nominee and president trump called her pocahontas to which she replied that she would fight that fight with an open heart, but in this hour-long town hall, medicare for all was never brought up by the senator, never came up at all until a reporter asked after. bret. >> bret: peter doocy live in new hampshire tonight, thanks. for a look at the 2020 election in the advertisement strategy by the candidates, we will bring imposter frank luntz in just a bit after the break. here he is right here. coming up, frank, we were talking about ads and what makes a good campaign add. what is the secret sauce that makes a campaign add? >> ever so gratefully. number one you've got to be credible. you have to believe it. if the information, what it communicates, the data behind it. number two, it's got to be
memorable so when you see it you know which candidate is advocating and you remember a day or two. and number three asked to make you think so it sticks with you. the ads that are created, there will be thousands in this campaign, only about 15% actually move the boat. the other 85% are wasted money. >> bret: all right, we've got some ads that are running now, let's play one of them. this is, first of all, the trump impeachment add. >> first, the mueller investigation. now ukraine. politics at its worst. president trump is changing things, renegotiating bad trade deals, securing our border, creating 6 million new jobs. it isn't pretty. the swamp hates it but mr. nice guy won't cut it. it takes a tough guy to change washington. >> brilliant. mr. nice guy. that's perfect. mr. nice guy won't cut it. bret, i will run into you a week from
policy, when he had just said that two minutes ago. >> are you questioning his memory? are you questioning his memories -- do you have questions about joe biden's memory. >> i was questioning -- look, this is the game that the media like to play. >> it isn't a game. mr. secretary, mr. secretary, just to be clear -- >> no, no, no. >> you said this three times and you are a very skillful politician who chooses your words very, very carefully. >> -- because he had said the words "buy in." because he had said the words "buy in" two minutes before and he denied saying it, of course, i asked him, look, you know, did you forget that you said "buy n in." this is important, because it means the difference between covering 10 million people in this country and let's not covering 10 million people. >> let's talk about the policy and then we'll come back to the memory issue. just so people know what you're talking about. joe biden said two things about his health care plan that get to this issue you're talking about. let's play one of them. the first is s-23.
course, he knows people are going to be sure laugh getters for him. in fac, let's play one of them. you're going torecognize this one. here it is. >> in the next 100 days my partners in outreach will be so successful that even john boehner will consider becoming a democrat. after all, we have a lot in common. he is a person of color. although not a color that appears in the natural world. >> do you think he's going to go there ghenagain this year? >> orange is the new black. yes. that was the famous line. i think he probably is going to go there. it will be interesting to see if he goes after us the media. remember the year that conan o'brien hosted and he went after each and every media outlet, calling msnbc, we're the nerds.