There are certain things and aspects, which strongly differentiate the Ronald Reagan election 1984 advertising campaign from the typical political style of advertising. As a rule, the election and other political advertising would be conducted in a rather 'hard sell' style. Most of the times, there would be much competition and the attempts to press on people's minds the idea of superiority. However, the approach, chosen for the Reagan for president 1984 political advertising campaign, is quite dissimilar to all the previous and to most of the future political advertising campaigns.
During the elections of 1984, Reagan put up together the so called Tuesday team. The team received its name after the election day of that campaign. The Tuesday team included such people as Phil Dusenberry from the BBDO advertising agency, Sig Rogich, a public relations professional from Los Vegas and, certainly, Hal Riney, a San Francisco ad man. All these people worked on creating this famous 1984 Reagan for president advertising campaign. Nevertheless, what made it so unlike all the other political advertising campaigns was Riney's approach to creating his famous "its morning again in America" and other advertising TV trailers. The "It's morning again in America" TV trailer, which at first was called "Prouder, Stronger, Better", became very popular and besides accomplishing its main task as a part of Reagan for the president advertising campaign, it also won numerous advertising industry awards. In fact, the trailer and all the 1984 Reagan for president political advertising campaign was eventually called after "it's morning again in America" line and TV commercial slogan.
Creating his political trailers for the Reagan's election campaign, Riney was able to deliver strong and appealing messages through them, without having to resort to the hard sell advertising style. That was his amazing and unique approach. He supported his political commercial messages with solid facts, selecting only true and genuine ones, though those facts were more about the real Reagan's achievements, which he attained during the years of his presidentship rather than the facts about the failures of Reagan's opponents.
Moreover, Riney's TV commercials contained very powerful and positive messages and ideas, such as a national identity and pride or substantial improvement of the quality of life conditions of the average Americans. All this together with excellent performance quality of those commercials, have changed forever the perceptions about the political or election advertising campaigns. The 1984 political advertising campaign, created by the Reagan's Tuesday team, did not only bring him the victory at the elections, but also showed how this kind advertising can do without nasty PR attacks and media combats. The "It's morning again in America" 1984 Reagan for president political advertising campaign has rightfully taken its place of honor among the hundred of the most fascinating and impressive advertising campaigns of the 20th century.