"We 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.

The 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.

The 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.

Nixon won re-election in a landslide.