Dwight D. Eisenhower Videos

Campaign Spot: Ike For President (1952)

(2) tv-14

Campaign Spot: Ike For President (1952)

(2 min) tv-14

Up until Eisenhower, presidential candidates used tv for 30-minute speeches only. The idea for the celebrated WWII generals spots came from Madison Avenue ad exec Rossier Reeves, who had created M&Ms Melts in your mouth, not in your hands campaign. Reeves convinced Eisenhower that short spots placed before or after popular tv shows, such as I Love Lucy, would reach more viewers.