Word: adler
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...Balmain, the Paris fashion house. Le new look, as the French press quickly dubbed the change, replaces the old tailored jacket with a loose-fitting, blouse-style top that leaves an officer's gun holster free and visible for the first time. "It's a younger silhouette," said Frank Adler, who designed the new uniform for Balmain. Noted one policeman: "It's more practical. But the most important change is that we can reach our gun much more quickly." Some older members of the force, however, lament the passing of a national symbol. "For most people, the image...
...Reuven Adler accepted the daunting challenge in the 2001 election of trying to soften Ariel Sharon's image. "He's a warrior. He's quite fat, and when he walks, he stomps along," Adler, an advertising executive, recalls thinking. "We had to give him some feminine appeal." Sharon, Adler calculated, was too far to the right on the political spectrum to gain broad support. On a scale of 1 to 5, with 1 representing the extreme left wing and 5 the far right, Adler figured, Sharon was a 4.7. The winner of every previous election had been a little right...
Sitting around a circular glass table at his trendy Tel Aviv advertising firm, Adler Chomsky & Warshawsky, Adler asked Sharon what he wanted to accomplish as Prime Minister. "I believe that only I can bring peace," Sharon replied. That was enough for Adler to work with. He and a team of Sharon advisers, including p.r. man Eyal Arad and U.S.-based political strategist Arthur Finkelstein, focused the campaign not on the hawkish-sounding theme of security but on peace. They produced a bumper sticker--ONLY SHARON CAN BRING PEACE (it kind of rhymes in Hebrew)--and TV ads with soft music...
...fashionably rumpled Adler, 62, remains one of Sharon's closest friends and most trusted advisers. They met almost 30 years ago, when Adler worked on a campaign for Sharon's Shlomzion party, which later merged with Likud. Adler's politics are centrist--"I'm a 2.6," he says--but he works with Sharon out of admiration for his friend. Every two weeks, Adler spends a weekend morning at Sharon's ranch, chatting and eating with the family. The two men also speak by phone several times a week, often about soccer, not politics...
After that first election, Adler continued to advise Sharon, helping him win a landslide in his second election, in January 2003. After that vote, Sharon penned a note to Adler that hangs framed on his office wall: "Reuven, my good friend, I couldn't have done it without you." Adler isn't advising Sharon on his disengagement plan, at least not officially. (The Prime Minister's office is handling the p.r.) But when Sharon faces Likud leadership primaries and a general election by next year, Adler expects to be part of the campaign. "The message will be different," Adler says...