(CNN) - The now infamous "I'm You" ad by Republican Delaware Senate candidate Christine O'Donnell and the "Demon Sheep" ad by Republican California Senate candidate Carly Fiorina have one big thing in common - they were conceived by Republican ad man Fred Davis.
In an interview with CNN Chief National Correspondent John King on John King, USA, Davis explained what went into creating those ads, and why he thought it would be a good idea for Christine O'Donnell to say, "I'm not a witch."
"She was the butt of every joke, every late night comedian, " Davis said of O'Donnell. "And so with that in place, she's down 20 points in the polls, roughly, at that time. I don't see that you have a choice; you have to address it. Why ignore it completely?"
But, David said, O'Donnell was not immediately on board with the idea of discussing the witchcraft comments.
"She said I'm so sick of the witch thing I'd like to put it behind me, and I said this is the way to put it behind you," Davis said.