There was a strategic philosophy behind this revolutionary change in communication. Reeves believed that each TV spot should focus on a product’s “unique selling proposition”: the one thing that made it stand out from the competition. Each Eisenhower ad, therefore, consisted of the candidate answering a single voter question. It was all scripted and staged, of course. Eisenhower and the questioners never met; Reeves edited the footage together later. The questioners looked up as they asked their questions, as if the general were on a pedestal, and Eisenhower was shot from a low angle to make him appear more formidable.