The infamous Willie Horton ad was devastating to the 1988 Michael Dukakis campaign.
WASHINGTON (CNN) - Sucker punches and below-the-belts can be expected as we enter the slugfest season of political attack ads. They're already taking off the gloves for what promises to be nasty 2008 campaigns that use the newfound enormous strength and reach of the Web.
"If I'm going to get punched in the stomach, I'm going to take a knife out and get you right back," said John Lapp of the consulting firm McMahon, Squier, Lapp and Associates.
Lapp considers himself one of a new breed of Democratic ad-makers who don't hesitate to hit hard in the ad war.
"I'm going to use every single weapon I have in my quiver."