Hal Riney then and now

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Hal Riney, founder of Publicis & Hal Riney, created "Morning in America" and two other spots as part of the Tuesday Team. Last week, he contrasted the political landscape of 2004 with the winning effort of 1984.

The work today: "Awful, which includes Bush's. ... I don't find it appropriate for a president. In the long run, it will do him more harm than good."

The tactic: Political ads are "cheap, mostly ugly and poorly done" and "tend to knock the other guy. It's easier to do than to talk about one's own point of view. All these hacks that work in that field tend to take that approach. The result is a growing disrespect for politicians in general."

The hypocrisy: "These guys [politicians] are a bunch of hypocrites solely interested in their own status. Have we ever seen a time in this country when we have more partisanship? Most of us would like to think our representatives were making decisions on the quality of legislation as opposed to how it suits their parties."

The 1984 inspiration: `"Morning in America' was a framework in which to talk about" the accomplishments of Reagan's first term. "I happened to choose to talk about them in terms of what happened in a single day. It was not just a recitation of facts. I tried to create a tone and atmosphere appropriate for that presidency. I tried to do something I liked."

Advice for the future: "Find another Ronald Reagan. That's where I'd start."

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