Colbert Super PAC - "Corporations Are People" - Frank Luntz's Focus Group

  • Aired:  10/24/11
  •  | Views: 35,056

Frank Luntz convenes a focus group to develop the perfect Colbert Super PAC ad while Stephen watches behind a two-way mirror. (5:10)

>> WELCOME BACK, EVERYBODY.

BEFORE THE COMMERCIAL BREAK

I SAT DOWN WITH REPUBLICAN

STRATEGIST FRANK LUNTZ TO

CRAFT MY SUPERPACK MESSAGE

THAT CORPORATIONS ARE

PEOPLE.

NOW THE DRAMATIC SECOND PART

OF THE FIRST PART YOU JUST

WATCHED.

JIM?

>> ON BEHALF OF THE COLBERT

SUPERPAC CONSERVATIVE

MESSAGE GURU FRANK LUNTZ

CONVENED THIS ACTUAL FOCUS

GROUP WHILE HE WATCHED

BEHIND A TWO WAY MIRROR.

>> WE'RE GOING TO TALK ABOUT

SOME OF THE MOST PRESSING

PROBLEMS FACING AMERICA

TODAY.

AND I WANT TO KNOW HOW YOU

THINK AND HOW YOU FEEL.

CORPORATIONS ARE PEOPLE.

HOW MANY OF YOU BELIEVE THE

STATEMENT RAISE YOUR HANDS.

>> THIS WASN'T GOING TO BE

EASY.

>> WHAT'S THE PROBLEM?

AREN'T CORPORATIONS PEOPLE.

>> CORPORATIONS PAY OFF

POLITICIANS EVERY YEAR.

>> WITH DONATIONS.

>> THEY'RE GETTING AWAY WITH

MURDER.

>> CORPORATIONS AREN'T

PEOPLE.

>> FIGHT, FIGHT, FIGHT.

>> THE PERFECT VISUAL FOR MY

CORPORATIONS ARE PEOPLE AD.

SO I HAD FRANK DIAL TEST

EVERYTHING FROM BABIES TO

TRUCK A SAURUS.

TURNS OUT AMERICA LOVES THE

STATUE OF LIBERTY, THE GRAND

CANYON, BALLISTIC MISSILES,

PUPPIES IN BOXES AND A

SHIRTLESS MATTHEW

McCONNEGHEY.

BUT TO CREATE THE PERFECT AD,

WE WOULD NEED A PHRASE THAT

TESTED BETTER THAN

CORPORATIONS ARE PEOPLE.

I HAVE TO FIGURE OUT HOW TO

COMMUNICATE THE CORPORATIONS

ARE PEOPLE.

I COULD SEE THE LIFECYCLE OF

A COMPANY, STARTING SMALL

AND GOING BIG.

>> I WOULD TRY TO SHOW THEM

AS PEOPLE LITERALLY BUT

METAPHORICALLY AND WHAT THEY

DO AND HOW THEY DO SIMILAR

THINGS THAT PEOPLE DO.

>> THEY HAVE TO HUMANIZED

COMPANY.

>> I DIDN'T CATCH EVERYTHING

THEY SAID.

>> IS THERE ANY MORE CHEESE.

>> FORTUNATELY, FRANK LUNTZ

I FEWED ALL THE DATA INTO

ONE MEMO AND THEN SAT DOWN

WITH ME TO EXPLAIN THE

STRATEGY IN THE COLBERT

SUPERPAC HEADQUARTERS.

>> ALL RIGHT, FRANK, HOW I

CAN BEST SAY CORPORATIONS

ARE PEOPLE.

>> WE GOT THREE SLOGANS FOR

YOU TO CONSIDER.

>> OKAY.

>> NUMBER ONE IS

CORPORATIONS ARE HUMAN.

>> THAT IS FANTASTIC BECAUSE

I BELIEVE THAT CORPORATIONS

SHOULD BE AFFORDED ALL THE

RIGHTS OF HUMAN BEINGS.

>> OKAY, FREE SPEECH, RIGHT

TO BEAR ARMS, RIGHT TO GET

MARRIED.

>> RIGHT TO GET MARRIED.

>> SURE, NOT GAY MARRIED,

HETEROSEXUAL.

>> SO IS APPLE A MAN OR

WOMAN.

>> WOMAN, MICROSOFT IS A

MAN.

I WOULDN'T WANT, YOU KNOW,

JOHNSON & JOHNSON GETTING

TOGETHER, YOU KNOW, PROCTER

& GAMBLE, THAT SEEMS ON THE

UP AND UP.

>> PROCTER IS THE GUY, BY

THE WAY.

>> CAN WE DOT NEXT ONE.

>> OKAY.

>> THE SECOND ONE IS

CORPORATIONS ARE PEOPLE BUT

THE QUESTION IS WILL THEY BE

CHINESE PEOPLE OR AMERICAN

PEOPLE.

>> I LIKE THAT BECAUSE THAT

PLAYS ON MY INNATE PATRIOTIC

SENSE AND MY FEAR OF CHINESE

PEOPLE.

SO.

>> NOW YOU TAKE THE FLAG

OUT.

>> OKAY.

>> HOLD IT UP.

>> GOT IT.

>> DO I WANT IT TO BE

AMERICAN PEOPLE OR A CHINESE

PEOPLE.

HAVE YOU EVER MET MY

CHARACTER CHING CHONG DING

DONG.

>> OH, IT'S TOO HOT.

I GOT COOL THAT OFF.

>> FRANK, I'M NOT

RESPONSIBLE FOR ANYTHING MY

CHARACTER JUST SAID.

>> YES, ARE YOU.

>> NO, MY CHARACTER IS CHING

CHONG DING DONG.

>> MY LIFE DEPENDS ON YOU

NOT PUTTING THAT FLAG INTO

THAT-- YOU CANNOT DO THAT.

>> IT'S NOT COFFEE, IT'S TEA

WING NO DING DONG.

>> NO, CHING CHONG DING ON.

OKAY W GO AHEAD.

WE'VE GOT ONE MORE FOR YOU

WHICH ARE PEOPLE ARE

CONSIDERATIONS.

>> PEOPLE ARE CORPORATIONS.

>> YES.

>> YOU JUST REVERSED THE

ORDER OF THE WORDS.

>> YES.

BECAUSE THE ORDER MATTERS.

>> DID YOU JUST POOP THAT

OUT BE THE CAN RIDE OVER

HERE.

>> NO, ORDER LANGUAGE ORDER

MATTERS A EQUALS B, B EQUALS

A.

>> A PLUS B EQUALS C.

B PLUS A DOES NOT

NECESSARILY EQUAL C.

C PLUS A MAY EQUAL B BUT C

MINUS B DOES NOT NECESSARILY

EQUAL A.

(LAUGHTER)

WITHIN ARE YOU JUST BLOWING

MY MIND.

(LAUGHTER)

SO SOMETIMES WORD ORDER

HELPS.

>> ORDER ORDER MAKES ALL THE

DIFFERENCE IN THE WORLD.

>> Stephen: CAN WE TAKE IT

FURTHER CAN.

WE SAY CORPORATIONS PEOPLE

ARE.

>> NO.

>> Stephen: WE COULD GET

YODDA TO DO IT.

IS THIS ALL THAT YOU GAVE

FROM THE FOCUS GROUP.

>> I'M TRYING TO ADD WHAT

YOU HAVE GIVEN ME.

YOU GAVE ME A FOUNDATION I

CAN BUILD ON.

I'M TRYING TO BUILD ON IT.

>> FROM HERE WE CAN DEVELOP

THE AD.

WHICH KNOW WHICH WORDS TO

TAKE OUT.

WE KNOW WHICH VISUALS WORK.

I THINK WE CAN CREATE A

KILLER 30 SECOND AD.

YOU UP FOR IT.

>> Stephen: I'M UP FOR IT,

FRANK.

FOLKS IN THE COMING WEEKS WE

WILL BE WORKING WITH FRANK

LUNTZ TO CREATE THE PERFECT

AD TO CHANGE THE HEARTS AND

MINDS OF THOSE 99 PERCENTERS.

BUT IT WON'T BE EASY.

BECAUSE THAT'S LIKE HALF THE

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