STOP WHAT YOU'RE DOING THERE'S SOME HUGE POLITICAL NEWS YOU'VE GOT TO HEAR: Fred Davis has been hired as the lead media consultant for soon-to-be-presidential-candidate John Kasich's super PAC.

OK, so maybe you don't even know who Davis and Kasich are and don't know why this would be interesting. If you don't, you're forgiven. They're not exactly household names, unless of course you live in a household of political junkies, which we trust you, dear reader, do. (For those of you who are unaware Kasich is the Republican governor of the great state of Ohio, and Davis is the creator of some of the most offbeat and memorable political ads.). But that's why it's interesting.


One of Kasich's problems now is he's a relative unknown in a primary with 10 other Republican candidates and counting. Real Clear Politics's average finds him at 2 percent, behind others like Donald Trump and Chris Christie. So if Kasich has a prayer of being a contender, he needs to stand out from the pack.


Lucky for him, Davis has a track record of doing just that. His ads -- particularly his 2010 ads for Republicans -- are memorable and go by the political catchphrases they popularized, like "demon sheep" and "I'm not a witch."

But are they effective? Different candidates will tell you different things. Those who have won elections working with Davis are probably fans, but Christine O'Donnell, the Delaware Senate candidate from "I'm not a witch" fame, later said she regretted it, and Meghan McCain wrote in 2011 that Republicans shouldn't use Davis because his ads are confusing, "like they were paid for by Democrats." She said this even though her father, Sen. John McCain (R-Ariz.), used Davis for an ad that year.


(It's worth qualifying here that the best ad-maker in the world couldn't have helped get O'Donnell elected.)


Here are some of his greatest hits, along with whether the candidate they were for ended up winning:

Candidate: John McCain for President
Ad: "Celebrity"
Did he win or lose: Lost

Candidate: Carly Fiorina for a U.S. Senate seat in California
Ad: "Demon Sheep"
Did she win or lose: Won primary (when this ad ran), lost general election

Candidate: Christine O'Donnell for a U.S. Senate seat in Delaware
Ad: "I'm not a witch"
Did she win or lose: Lost

Candidate: Ben Quayle for a U.S. House seat in Arizona
Ad: "Barack Obama is the worst president in history"
Did he win or lose: Win


Candidate: John McCain for reelection to his U.S. Senate seat in Arizona
Ad: "Complete the danged fence"
Did he win or lose: Win

Candidate: Jon Huntsman for President
Ad: Riding a motorcycle through the Utah desert while random facts were rattled off
Did he win or lose: Lose


Candidate: Rick Snyder for Michigan governor
Ad: "One tough nerd"
Did he win or lose: Win

Candidate: David Perdue for a U.S. Senate seat in Georgia
Ad: Babies
Did he win or lose: Win

Of course, any ad-maker wants to make ads for candidates who can win. But some races are tougher than others. The O'Donnell and Fiorina campaigns, we would reinforce, were very difficult to win, as was (to a lesser extent) McCain's 2008 presidential bid and (even moreso) Huntsman's 2012 campaign.

The efficacy of Davis's ads thus can't be fully explained by his candidates winning or losing. But it's also clear that, when you make a different brand of ads, those ads can be remembered as either good-different or bad-different.