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They're challengers. chuck schumer is not going to do a wild internet video. he doesn't have to. so these people need to get their name out there. the trick with those things are that laughing with someone and laughing at someone, a lot of these ads become viral because people looking at them and they can't believe how bad they are. ideally what you want to do is create something that breaks through on the internet. it makes people actually like you. >> i'm thinking in 2010 christie o'donnell i'm not a witch. that may have vested demon sheep for viral ad 20 10e. >> we were all laughing at it. ...

Washington is run by old caucasian men and she's going to get in there and make some people squeal. that's something very appealing to women probably about that. >> these things are fun. i liked the squeal ad. they're fun, too. the art of the political ad, this is something, what, 30, 40 years old. you look at the original ones and you're like, how about this ever get through? they become so generic. an entire generation has probably grown up and knows attack ads. they blow everybody's heads. the challenge of just catching somebody's attention now, the bar is so much higher with that. >> in 20...