In the summer of 1952, Dwight D. Eisenhower, the general who led American forces to victory during World War II, was running for president. He met with advertising hotshot Rosser Reeves to discuss how to translate his military fame into political gain. The slick salesman sold the candidate on a dramatically new approach to television: a 30-second advertising spot campaign. Though more and more people owned a TV set, Eisenhouwer, whose nickname was Ike, initially resisted. Could he really express his qualifications and policy viewpoints in 30 seconds? It became the first TV ad in a presidential campaign, many would follow. Now watch this first TV ad.