>> it's been debated both ways, larry mccarthy made that ad, and he considered it a positive ad. he's very good at finding the emotional story line and distilling it into sort of 30 seconds, and that was an ad showing a girl, who, i think's mother had been killed eed on and she met like a rope line and he was wonderful in sort of putting his arms around her and telling her how hard it must have been and how brave she was. it was an ad that really goes right for the heart in one sense, but the negative part is that it also creates a sense of fear. and basically, according to the way it's been described, it had a huge effect in delivering ohio where ashley lived to bush and

. >> you hit the nail on the head, and this brings the subject of larry mccarthy promoting mitt romney and the bug bow of this inherited many cases fear that democrats and liberals have of willie horton. here is the man who did the willie horton going to work for romney. is there any evidence that this stuff works any more. >> i think it works in republican parties. if it's going to work anywhere, that's where it works. nationally, or in a general election it works less and less. that's why we we're seeing less overt appeal to racism and bigotry and even the gay stuff it's amazing how quickly culture has moved from an area where it's okay to demonize gay people and now it's not. now it's seen as a political liability. now we see an situation where african-americans are off the table. immigrants yes you can bash on them. but a cautionary tale. this was a big issue in the nevada senate race. harry reid was one of the few democrats to escape. did he so because the latino turnout was through the root in 2010. in the caucus on saturday only 5% of rep caucus scores from latino. they're losin

i mean, larry mccarthy again made that ad, and he considered it a positive ad. he's very good at i need the emotional story mind and fulfilling it in 30 seconds. this was an ad that showed a girl whose i think mother had been killed in 9/11, and bush and she met on a rope line or something. he was just wonderful and kind of putting his arms around her and telling her that, you know, how hard it must have been, and how sore he was and what he would do to protect her. and then she speaks at i think, and i think her father speaks. it's an ad that really sort of goes right to the heart in one sense, but the negative part is it creates the sense of fear place on 9/11. and basically, it, according to the ways described, it had huge effects in delivering ohio were actually lived to bush, and ohio was a very important swing state for the election. so bob claimed that had, you know, made the difference in the election. and he thinks it's a negative thing place reprehensibly on 9/11. it's been stated both ways. [inaudible] >> hope is there. someone in the eyes of the beho

larry mccarthy made that ad. he considered it a positive ad.y good at finding the emotional story line and distilling it in 30 seconds and it's an ad who showed whose mother had been killed in 9/11 and bush -- and she met on like a rope line or something and he -- he was just wonderful in kind of putting his arms around her and telling her that, you know, how hard it must have been and how sorry he was and how much he would do to protect her. and then she speaks and i think her father speaks. it is -- it is -- it's an ad that really sort of goes right for the heart in one sense but the negative part is that it also creates a sense of fear. it plays on 9/11. and basically it -- according to the way it had been described it had a huge effect in delivering ohio where ashley lived to bush and ohio was a very important swing state for the election so bob shrum claims that ad, you know, made the difference in the election and he sees it as a negative thing that played reprehensibly on 9/11. >> hope or fear. >> in the eyes of the beholder, i think, so

larry mccarthy made that ad. he is very good at finding the emotional story line and filling it into 30 seconds. this was an ad that shows a girl whose mother was killed in 9/11. and she met on like a rope line or something. he was wonderful in putting his arms around her and telling her how hard it must've been and how sorry he was and how much he would do to protect her. she speaks, and i think her father speaks. it is an ad that really goes right for the heart in one sense, but the negative part also creates a sense of fear based on 9/11. according to the way it has been described, it had a huge effect in delivering a high note to bush. ohio was an important swing state for the election. he sees it as a negative thing that plays reprehensible on 9/11. it has been debated both ways. it is somewhat in the eyes of the holder, i think. you know. >> i thought that one was one that was more memorable than what we're seeing right now. >> there is an interesting story behind that. i was working on a project with a fri