Call Us Today! 1 (301) 340-6831|info@waingergroup.com

Frank Luntz

Puppies, Clydesdales Lead to Great Storytelling

The stars of this year’s Super Bowl weren’t the Broncos and Seahawks but the adorable Labrador puppy and muscular Clydesdale featured in a 60-second Budweiser beer commercial.  At last count, the ad had more than 40 million views on YouTube.  Pollster Frank Luntz noted on CBS This Morning that women and men in a focus group he arranged to watch the big game ads were deeply moved by it, some to tears.  So why is this commercial so powerful?

Targeting Audiences: Ask the Right Questions

In a recent article in the Washington Post, pollster and messaging guru Frank Luntz offered the following counsel to Republicans:  Re-frame the questions being asked about America’s future because, as he put it, “whoever controls the questions determines the answer.”  Smart advice.