Socratic ads and “Mitt vs Mitt” or “Obama vs Obama” is how to make a political counter-punch attack ad.

Here are two fine example of a “Mitt Vs Mitt” ad:

Below is a fine example of a socratic style counter-punch ad used so well by dozens of TEA Party candidates in 2012.

Socratic ads work well because people want to feel like they are having a dialogue/relationship with the candidate. These ads inspire trust. People appreciate that speaking to them directly and honestly shows respect.

Here is how NOT to make a counter-punch ad. This style of ad is adequate for an offensive attack, but psychologically it is not very effective on the counter-punch.