Word: joes
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Dates: during 1980-1989
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CREDIT: TIME Diagram by Joe Lertola...
CREDIT: TIME Chart by Joe Lertola...
Everyone -- except some voters, it seems -- loves to loathe Dick Gephardt. Since Iowa, the press has castigated him for his politically inspired conversion from a nerdy Mr. Inside to an Establishment-baiting Joe Populist. His rivals have jeered him as an inconsistent opportunist pandering to whims of a variety of special-interest groups. Others have derided him as a chameleon who darkened his blond eyebrows (otherwise they disappeared on television) and made himself into a populist prophet who would lead America out of economic servitude. Gephardt just grins: such criticism tells him he must be on to something...
With help from Deputy Campaign Manager Joe Trippi, Political Consultant Bob Shrum, 44, an intense and brilliant veteran wordsmith in four presidential campaigns, went to work on a television ad that would bring Gephardt's theme to life. It showed a stern-looking Gephardt promising to force the Koreans to reduce tariffs on American cars, or "they'll soon learn how many Americans will pay $48,000 for a Hyundai." The spot hit the air in Iowa the day after Christmas and grabbed viewers by the collar. "What the TV did was punch through what I'd been saying...
...Arthur Hochstein, Billy Powers, John F. White, Barbara Wilhelm (Assistant Directors); Angel Ackemyer, James Elsis, Carol March (Designers); Nickolas Kalamaras Layout: Steve Conley (Chief); John P. Dowd (Deputy); Stefano Arata, Joseph Aslaender, David Drapkin, Nomi Silverman, Kenneth Smith, Eugene Tick Maps and Charts: Paul J. Pugliese (Chief); Cynthia Davis, Joe Lertola, E. Noel McCoy, Nino Telak, Deborah L. Wells...