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Mike Deaver had an idea.
Instead of making commercials and a convention film with the political professionals, he wanted to see what Madison Avenue could do taking on Ronald Reagan's re-election.
Not that the political pros had been slouches in 1980. That 1980 advertising had to depend, though, on media tonnage to overcome what it lacked in ideas and production. It played like one long product demo; i.e., Ronald Reagan truly served eight years as governor of California.