Colbert Super PAC - Frank Luntz Commits to the PAC

  • Aired:  08/16/11
  •  | Views: 42,476

Frank Luntz will help Stephen create a Colbert Super PAC ad that works for Democrats and Republicans and scores with the South and the North. (7:10)

THAT'S FRANK RIGHT THERE.

THAT'S THE MAN.

I RECENTLY SAT DOWN WITH FRANK

LUNTZ IN HIS MIND LAB.

MR. LUNTZ, THANKS SO MUCH FOR

TALKING TO ME TODAY.

>> PLEASURE.

AND IT'S DOCTOR.

>> Stephen: IT DRES?

>> YES.

>> Stephen: OKAY.

FRANK...

(LAUGHTER)

I WANT THE BEST FOR MY SUPER

PACK.

YOU WORKED WITH HUGE PEOPLE:

NEWT GINGRICH, MICROSOFT,

McDONALD'S.

IF

♪ I'M LOVING IT... ♪

IS THAT YOU?

>> NO.

>> Stephen: CAN I GET THAT GUY?

I THOUGHT YOU WERE THAT GUY.

>> NO.

>> Stephen: OKAY.

(LAUGHTER AND APPLAUSE)

YOUR SLOGAN IS "IT'S NOT WHAT

YOU SAY, IT'S A WHAT THEY HEAR."

>> THE KEY PROCESS IN

COMMUNICATION IS TO LISTEN TO

YOUR AUDIENCE CAREFULLY AND

ACTUALLY HEAR WHAT THEY'RE

SAYING AND UNDERSTAND THE HOPES

AND FEARS BEHIND....

>> Stephen: I'M SORRY.

I DIDN'T CATCH SOME OF THAT.

CAN YOU REPEAT IT?

I APOLOGIZE.

YOU HAVE TO DO WHAT WITH YOUR

AUDIENCE?

(LAUGHTER)

>> LISTEN.

>> Stephen: LISTEN.

OKAY.

LISTEN.

>> FOCUS.

FOCUS.

NOW LOOK THEM STRAIGHT IN THE

EYE.

NOT WITH A BIG EYE, I MEAN

LIKE... THERE YOU GO, THAT'S

BETTER.

DON'T SQUINT BECAUSE THAT LOOKS

LIKE YOU'RE BEING DISHONEST AND

DON'T BREATHE HEAVY BECAUSE....

>> Stephen: MAN, I'M DOING MY

BEST HERE, YOU'RE JACKING ME ALL

OVER THE PLACE.

>> THE IDEA IS TO CHALLENGE YOU

BUT NOT MAKE YOU FEEL

UNCOMFORTABLE.

THAT'S GREAT, WHAT YOU JUST DID.

>> Stephen: WHAT DID I DO?

>> YOU ADJUSTED YOUR GLASSES.

YOU DEMONSTRATED AN INTELLECTUAL

CAPABILITY.

>> Stephen: REALLY?

>> THERE'S TWO WAYS TO DO THAT,

THE ONE IS THE GLASSES

ADJUSTMENT, THE OTHER ONE WOULD

TO TAKE THEM OFF, LOOK AT THEM,

PONDER FOR A MOMENT AND THEN YOU

PUT THEM BACK ON.

A LITTLE BIT SLOWER.

YOU WANT TO BE MORE SUBTLE.

THERE'S THAT SLOW APPROACH.

(LAUGHTER)

NOW YOU THINK, NOW YOU PUT THEM

BACK ON, GIVES YOU A CHANCE TO

PAUSE.

PEOPLE LOOK AND SAY "YOU KNOW

WHAT?

HE WAS REALLY THINKING ABOUT

WHAT HE'S SAYING."

>> Stephen: WHEN, IN FACT, I'M

MERELY TAKING A LONG PAUSE.

THIS IS SO GOOD.

YOU'VE HELPED COME UP WITH SOME

NOTABLE TERMS IN OUR POLITICAL

DISCOURSE."

ENERGY EXPLORATION."

HOW DID YOU COME UP WITH THAT?

>> IT WAS TRYING TO COME UP A

MORE POSITIVE VISION.

>> Stephen: INSTEAD OF WHAT

PHRASE?

>> DRILLING FOR OIL.

>> Stephen: DILLING FOR OIL.

DOES IT MATTER IF MOST ENERGY

EXPLORATION IS OIL DRILLING?

>> BUT IT ISN'T!

>> Stephen: IT IS.

>> THERE ARE OTHER FORMS OF

ENERGY.

>> Stephen: THERE ARE OTHER

FORMS BUT THE EFFORT IS FOR OIL.

>> KEEP IT SIMPLE.

>> Stephen: ALL RIGHT.

SO ENERGY EXPLORATION, NOT OIL

DRILLING.

>> CORRECT.

>> Stephen: CLIMATE CHANGE, NOT

GLOBAL WARMING.

>> YI.

>> Stephen: OKAY, I THINK THAT

IS BRILLIANT, NOT MANIPULATIVE.

(LAUGHTER AND APPLAUSE)

YOU CREATED A LIST OF 11 WORDS

OF 2011 WHICH IS A LIST OF THE

HOTTEST WORDS.

YOU SAID THINGS LIKE "IMAGINE.

REALTIME, YOU DECIDE."

WHAT ARE SOME OF THE OTHER WORDS

JUMPING OUT TO YOU THIS YEAR?

>> "THE SIMPLE TRUTH."

>> Stephen: THE SIMPLE TRUTH.

>> THE SIMPLE TRUTH IS THAT WE

CAN'T SPEND MORE MONEY THAN WE

TAKE IN.

>> Stephen: YOU DECIDE.

>> I WOULD ADD A LITTLE BIT MORE

BEFORE I GOT TO YOU DECIDE.

IT'S NOT LIKE YOU CAN THROW ALL

THESE WORDS TOGETHER IN A SINGLE

SENTENCE.

>> Stephen: YOU DECIDE REALTIME.

>> THAT'S NOT EFFECTIVE

COMMUNICATION.

>> Stephen: IT'S GOT THREE OF

THE BUZZ WORDS IN THERE.

>> YES, BUT YOU NEED TO SPREAD

THEM OUT.

>> Stephen: FRANK, I IMAGINE

THAT YOU WOULD LIKE TO DECIDE IN

REALTIME

(LAUGHTER)

>> YOU'RE DANGEROUS.

>> Stephen: THAT A BUZZ WORD?

>> NO.

WORDS NEED TO HAVE A PURPOSE.

THEY NEED TO BREATHE.

>> Stephen: SO WHAT SHOULD I NOT

DO?

>> YOU GET ONE SHOT TO USE THE

SIMPLE TRUTH.

DON'T USE IT MORE THAN ONCE.

>> Stephen: SIMPLE TRUTH.

I BLEW IT.

(LAUGHTER)

>> YOU CAN USE IT MORE THAN

THAT.

>> Stephen: TWICE?

>> THIS IS DIFFICULT.

I'M NOT SURE IF THIS IS WORKING.

>> Stephen: IT'S WORKING FOR ME.

>> THEN I GUESS I SHOULD BE

HAPPY.

>> Stephen: WHAT'S ANOTHER WORD

FOR HAPPY?

>> SATISFIED, CONTENT.

>> Stephen: ARE YOU ANY OF THOSE

THINGS?

>> NO.

THIS IS A....

>> Stephen: THIS IS ABOUT

PLEASING FRANK LUNTZ.

>> BUT IT ISN'T.

IT'S ABOUT HELPING YOU STAY

FOCUSED.

>> Stephen: SORRY, I APOLOGIZE.

>> THAT WOULD BE A GREAT THING

TO DO, BY THE WAY.

>> Stephen: APOLOGIZE?

>> YES.

>> Stephen: I'M SORRY.

>> THE ULTIMATE THING A

CANDIDATE CAN DO IS TO BASICALLY

APOLOGIZE THREE TIMES.

"I'M SORRY, I MADE A MISTAKE,

FORGIVE ME."

>> Stephen: OKAY.

BUT YOU HAVE TO DO SOMETHING

WRONG FIRST, RIGHT?

>> CORRECT.

>> Stephen: WHAT ARE SOME OF THE

BEST THINGS YOU CAN DO WRONG?

>> WHAT HAVE YOU DONE WRONG?

>> Stephen: NOTHING IN

PARTICULAR.

>> YOU'VE NEVER DONE ANYTHING

WRONG?

>> Stephen: I ASSAULTED A SEA

TURTLE WITH A FLASHLIGHT WHEN I

WAS 17.

>> WHY DID YOU DO THAT?

>> Stephen: I WAS HIGH AND I

THOUGHT IT WAS A MONSTER.

>> SO NOW IT'S KNOWLEDGE THAT

YOU AWE SALTED WILDLIFE.

AN ENDANGERED SPECIES.

I WOULD SUGGEST THIS NOT BE PART

OF THIS INTERVIEW AND THAT YOU

NOT USE THIS TO HELP FUND RAISE.

>> Stephen: SO EDIT THIS OUT?

>> DEFINITELY.

>> Stephen: I APOLOGIZE FOR

TALKING ABOUT IT.

THAT WAS MISTAKE TO TALK ABOUT

ASSAULTING A SEA TURTLE WITH A

FLASHLIGHT.

>> AND THE LAST PHRASE IS?

>> Stephen: FORGIVE ME.

>> PERFECT.

>> Stephen: NOW IS THAT AAPOLOGY

TO THE SEA TURT?

>> THAT'S AN APOLOGY TO THE

AUDIENCE.

I THINK SEA TURTLE IS SCREWED.

>> Stephen: WELL, I CAN SEE

YOU'RE UNCOMFORTABLE, LET'S MOVE

ON.

ARE YOU READY TO HELP ME

GENERATE SOME IDEAS FOR COLBERT

SUPER PAC?

>> WITH YOUR LANGUAGE, YOU AND I

TOGETHER CAN CREATE AN AD THAT

WORKS WITH DEMOCRATS AND

REPUBLICANS.

THAT SCORES WITH THE SOUTH AND

THE NORTH.

THAT SCORES WITH A 25-YEAR-OLD

AND A 65-YEAR-OLD.

>> Stephen: OKAY.

BUT THE AD, THE AD HAS TO BE

ABOUT THESE IDEAS.

>> I WILL COMMIT TO TAKING THOSE

WORDS AND FINDING A WAY TO

TRANSFORM POLITICS AS WE KNOW

IT.

BUT YOU'VE GOT TO COOPERATE WITH

ME.

THAT'S ALSO ONE OF THE WORDS.

>> Stephen: I IMAGINE THAT IN

REALTIME...

>> WILL YOU COOPERATE.

>> Stephen: THE SIMPLE TRUTH

IS...

>> YES OR NO.

>> Stephen: I AM SORRY.

(LAUGHTER AND APPLAUSE)

>> WHAT ARE YOU DOING?

>> Stephen: I'M TRYING TO

APOLOGIZE.

>> RIGHT BUT THERE'S A TIME AND

A PLACE FOR EVERYTHING.

ARE YOU WITH ME?

>> Stephen: ABSOLUTELY WITH YOU,

FRANK LUNTZ.

>> LET'S PUT MONEY ON IT.

>> Stephen: OKAY.

>> DO A THOUSAND DOLLARS.

>> Stephen: I'M 1000% DOWN WITH

THAT.

>> GOOD.

>> Stephen: FRANK, I DON'T KNOW

WHAT YOU SAID BUT I KNOW WHAT I

HEARD.

(APPLAUSE)

FRANK LUNTZ!

HIS BOOK IS CALLED "WIN" AND WE

WILL HAVE MORE WITH FRANK LUNTZ

AND WE'LL TRANSFORM AMERICAN

POLITICS.

WE'LL BE RIGHT BACK!

(CHEERS AND APPLAUSE)

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