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A November Group commercial for President Nixon, titled "McGovern Turnaround," criticized Sen. George McGovern this month in 1972 for changing his policies on a number of issues. But perhaps by sheer coincidence, the spot is almost identical to an anti-Nixon commercial created for Sen. Hubert Humphrey in 1968 by Doyle Dane Bernbach.

Featuring a smiling Pinocchio-nosed effigy of Mr. Nixon, the DDB "Weathervane" spot pointed out inconsistencies in Mr. Nixon's record.

One observer theorized that Novemember Group's McGovern spot may have been influenced by Jeno Paulucci, head of Jeno's Inc., the Duluth, Minn., food company. An organizer of Democrats for Nixon, the committee sponsoring the anti-McGovern spot, Mr. Paulucci played a role in Mr. Humphrey's campaign in 1968 and was the individual who, two months before election day, fired DDB.

Mr. Paulucci denied he had inspired the "Turnaround" spot. "I didn't have anything to do with it. But I think it's a pretty good commercial."

Political ad specialists have a low opinion of the effectiveness of advertising being created for Sen. McGovern, who, a month before the election, is lagging far behind the president. One said, "I don't quarrel with the quality of the advertising, but I do quarrel with the concept of its not making Richard Nixon

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