"You run an ad claiming that [Mitt] Romney is an absolute unfeeling, mean-spirited animal hater because in the example they gave he put his dog on the roof of the station wagon during the family vacation. Why does it work? Why did it stick?And there is an answer.When they [Democrates] ran the ads about guy's wife dying with cancer...? Remember this? This was a serious series of ads, and it was deadly effective."