Dwight D. Eisenhower

Television spot advertising, 1952. Eisenhower Answers America condensed campaigning into short question-and-answer advertisements. Rosser Reeves and his team filmed the candidate's answers separately from the public's questions, constructing an apparent exchange. Eisenhower adopted the format while much campaign television still relied on lengthy speeches. The experiment concerned brevity, repetition and personal presentation, with creative credit belonging to the production team.