didn't make him look presidential enough" recalls Charles Guggenheim,
the Academy Award-winning film maker who produced commercials for George
McGovern's presidential campaign.
Guggenheim spots used a documentary approach, filming McGovern in lively
conversations with diverse groups of voters. Unlike the 1952 "Eisenhower
Answers America" campaign where the questions where filmed separately
from the answers, Guggenheim captured actual encounters between candidate
and voters. Portraying McGovern in such an approachable manner may have
diminished his stature.
Nixon campaign knew the power of appearing "presidential."
Their slogan "Re-elect the President" appealed to Americans' respect
for the office, even if they found Nixon personally unappealing.
won re-election in a landslide.