• With: Frank Luntz

    This is a rush transcript from "Your World," January 3, 2014. This copy may not be in its final form and may be updated.

    CHARLES PAYNE, GUEST HOST: After the glitches, the ad blitzes. The midterm elections months away, and ObamaCare critics, they are taking on vulnerable Democrats in several new ads.

    But the question is, are they effective?

    Pollster Frank Luntz is here to break it all down for us.

    Well, listen, ObamaCare is not necessarily popular these days. It would seem that anyone who backed it is in trouble.

    FRANK LUNTZ, FOUNDER, LUNTZ GLOBAL: And it's particularly unpopular in states south of the Mason-Dixon Line, who didn't vote for him in the first place, and they're not happy with what they have got.

    But the key to these ads, and you're going to decide whether you feel that they have achieved it or not, are they realistic? Do they paint an alternative picture to what we have right now, and are they credible? You need all three components to make a successful ad.

    PAYNE: All right, I'll tell you what. Let's take look at one of them, Tillis vs. Hagan. This is a North Carolina race.

    (BEGIN VIDEO CLIP, POLITICAL AD)

    SENATORIAL CANDIDATE THOM TILLIS, R-N.C.: In the private sector, businesses are built on accountability. But accountability is a foreign language in Washington. ObamaCare is a disaster, but the president won't admit it.

    The debt is out of control, and neither party has stopped it. Kay Hagan enabled President Obama's worst ideas. She refuses to clean up his mess. So you and I have to clean up hers.

    I'm Thom Tillis. I approve this message. And that's why I'm running for the U.S. Senate.

    (END VIDEO CLIP)

    PAYNE: All right, let me tell you what jumped out at me.

    LUNTZ: OK.

    PAYNE: He said "neither party." So, seems like he is also not just anti- ObamaCare, but jumping on the anti-politician bandwagon as well.

    LUNTZ: And he had the most important attribute of any ad right now, accountability. It's the number one value that Americans want in Washington, and they think it's missing from Congress and the White House from Republicans and Democrats. Brilliant ad, very effective. It's one of the first ads of 2014. That's going to be very effective.

    PAYNE: OK.

    I want to take a look at another one. One of the big names in this whole Senate thing is going to be Landrieu down in Louisiana. We have got Americans for Prosperity. They have an anti-Landrieu ad. Let's take a look at that.

    (BEGIN VIDEO CLIP, AMERICANS FOR PROSPERITY AD)

    PRESIDENT BARACK OBAMA: If you like your current insurance, you keep that insurance. Period. End of story.

    SEN. MARY LANDRIEU, D-LA.: Those individuals who like the coverage they already have will be able to keep their current plan.

    This is a very accurate description of this bill.

    NARRATOR: But now Louisianians are finding out that they lied.

    WOLF BLITZER, CNN ANCHOR: Basically, you said what the president said. Any regrets?

    LANDRIEU: No, Wolf, whatsoever.

    NARRATOR: Tell Mary Landrieu, it's about people, not politics.

    ObamaCare hurts Louisiana families.

    (END VIDEO CLIP)

    PAYNE: That felt -- that felt effective to me.

    LUNTZ: And Barack Obama is very unpopular in Louisiana.

    What she should be doing is acknowledging that the plan has got its problems. She should not be standing behind the president because clearly you can't keep your health care necessarily. She made a big mistake there and she needs to walk it back, and for her campaign, her success depends on her walking it back now, in January, not in June.

    PAYNE: I'll tell you what.

    On that note, let's take a look at an ad that she has put out to see if she did effectively walk it back.

    (BEGIN VIDEO CLIP, MARY LANDRIEU CAMPAIGN AD)

    LANDRIEU: I am Mary Landrieu, and I approve this message.

    UNIDENTIFIED FEMALE: Hundreds of thousands of people across the country losing their current coverage.

    UNIDENTIFIED MALE: The administration is under pressure to act fast.

    LANDRIEU: What I have said to the president is, you told them that they could keep it.