Fleischer and Clemente's first session focused on contrasting the ads the GLBT community tends to use with the ads of anti-gay marriage activists. Ads for our team tend to be focused on fairness and rationality, because duh: If you really think it out, same-sex marriage bans make no sense.

Unfortunately, the other side bypasses the brain and goes straight for the gut and the adrenal glands. Our commercials sit the voter down for a nice chat over a cup of herbal tea. The other side grabs him by the lapels and starts screaming about how the gays are going legally force him to turn his church into a venue for naked gay circuit parties and there is NOTHING HE'LL BE ABLE TO DO ABOUT IT.

And with a lot of voters, that wins. You can't think rationally when you're panicking.