“The NRA is like Nike. They are a marketing and PR machine.
“The NRA is very clever because their marketing reframes the actual ‘thing’ into something much bigger, broader, and more emotional. It’s about good vs evil. It’s about a particular set of values that are being positioned as being under attack. This isn’t about one man’s qualifications (or disqualifications) for an open job position – it’s about an entire way of life. All the best marketing does that. Levi’s aren’t just jeans – they are FREEDOM. Coke isn’t just fizzy sugar water – it’s JOY and TOGETHERNESS. This isn’t about a man and whether he’s a good pick for the Supreme Court or not – it’s about a liberal attack on conservative American values.
“[The NRA’s Kavanaugh ad] could have been a trailer for the third season of House of Cards.” – Scott Cullather, CEO of INVNT in Inside the NRA’s Ruthless Brett Kavanaugh Ad