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"Ike for President", sometimes referred to as "We'll Take Ike" or "I Like Ike", was a political television advertisement for Dwight D. Eisenhower presidential campaign of 1952. The minute-long animated advertisement was conceived by Jacqueline Cochran, a pilot and Eisenhower campaign aide, and Roy O. Disney of The Walt Disney Company, and produced by Disney volunteers. It begins with a bouncing "Ike" campaign button. Uncle Sam, dressed as a drum major, leads a parade, including a circus elephant, followed by a crowd of people with different occupations. Democratic vice presidential candidate John Sparkman, Secretary of State Dean Acheson, and President Harry S. Truman are depicted as Democratic donkeys. The spot's narrator concludes: "Now is the time for all good Americans to come to the aid of their country." The advertisement's memorable jingle turned "Ike for President" into a popular catchphrase; its final line was described by Paul Christiansen as a "party-transcending appeal to voters". Adlai Stevenson II, Eisenhower's opponent, felt that the ad trivialized serious political issues and referred to it as the worst thing he ever heard. Eisenhower's organization planned to broadcast the advertisement five to six times every night during the final two weeks of the campaign in a few targeted areas. Eisenhower won the election in a landslide, though his campaign's advertising expert thought the ad made little difference. Time magazine later ranked "Ike for President" eighth in its list of the top ten campaign advertisements. Background Eisenhower Dwight D. Eisenhower was the commander of the Allied Expeditionary Force in Europe during World War II, and directed the 1944 Normandy invasion. After the war, he served as the Chief of Staff of the Army from 1945 to 1948. He was an extremely popular figure in the late 1940s, and he frequently topped the "most admired man" poll conducted by Gallup. In the 1948 presidential election, despite numerous entreaties from organizations and prominent politicians, Eisenhower refused to enter the race, asserting that running for office was not appropriate for a military general. After the election, Eisenhower began to associate more closely with Republican politics, and in the lead-up to the 1952 election he faced renewed pressure to declare his candidacy as a Republican, though he remained reluctant. Irving Berlin included a song titled "They Like Ike" in the Broadway musical Call Me Madam, and a rally at Madison Square Garden featured thousands of Eisenhower supporters chanting "I like Ike". Various newspaper editors endorsed Eisenhower's presidential candidacy, and politicians from both the Democratic and Republican parties supported him. In January 1952, Massachusetts senator Henry Cabot Lodge Jr. entered Eisenhower's name in the presidential primary in New Hampshire, angering Eisenhower; he won anyway. After his victory in New Hampshire and a narrow loss in Minnesota, he decided to join the presidential race. In July, the Republican National Convention nominated him for president, with Senator Richard Nixon as his running mate. They faced the Democratic presidential ticket of Adlai Stevenson II and John Sparkman. Television advertising By 1952, approximately 40 percent of Americans had a television, and the 1952 election was the first presidential election in which television played an important role. The Eisenhower campaign launched a series of television commercials titled "Eisenhower Answers America", the first spot ad campaign by an American presidential candidate. BBDO was responsible for handling the radio and television programming for Eisenhower's campaign. Total media expenditure for the election is estimated to range from $2 million (equivalent to $22.9 million in 2023) to over $6 million (equivalent to $68.8 million in 2023). Creation On September 30, 1952, Jacqueline Cochran, a pilot, cosmetic business executive, and one of Eisenhower's campaign aides, wrote to Roy O. Disney, co-founder of The Walt Disney Company, about a proposed advertisement which she had discussed with John Hay "Jock" Whitney. She speculated it could be "the greatest piece of propaganda in this whole campaign". Two days later, she wrote to artist George L. Carlson about the animated cartoon, which she called "We Like Ike." Calling it the "most extraordinary one minute short," she told him that many people, including Paul G. Hoffman and Paul Helms were impressed by the idea. Helms had donated $1,000 (equivalent to $11,500 in 2023) for production of the advertisement. Because Disney was a union shop, its work rules prohibited any partisan political activity. The work for the advertisement was undertaken by unpaid volunteers outside working hours. Two animated spots were produced by the Disney Studio staff. Gil George and Paul Smith wrote the lyrics and the music. The advertisement, initially called "We'll Take Ike", is also known as "I Like Ike" and "Ike for President." Synopsis The animated 60-second commercial begins with a bouncing Ike campaign button as music plays in the background. The clip segues to Uncle Sam as a drum major leading a circus elephant who holds an Ike banner with his trunk. The elephant is wearing a caricature of Eisenhower around its body and beating a drum with its tail. Following the elephant is a large parade of various people, including farmers, painters, police officers, businessmen, chefs, firefighters, nurses, cowboys, bankers, pipe-fitters, teachers, and housewives, about whom author Eric Burns writes, they "...marched in exaggerated fashion with the goofiest of facial expressions". The ad then cuts to three donkeys, representing the Democratic Party. The music continues: "We don't want John or Dean or Harry / Let's do that big job right", referring to John Sparkman, Secretary of State Dean Acheson, and President Harry S. Truman. As the parade continues, an unidentified man rides a donkey in shadows towards the left. The music interposes: "But Adlai goes the other way / We'll all go with Ike". The Capitol building appears, festooned with an Ike banner. A close-up of the Capitol dome and the rising sun turns into an Ike campaign button. The narrator concludes: "Now is the time for all good Americans to come to the aid of their country." Analysis The advertisement used name repetition as the core of its catchy jingle: the phrase "Ike for President" is repeated 19 times. Author Victor Kamber called "Ike for President" a positive advertisement. According to Thomas A. Hollihan, its purpose was to generate name recognition and communicate that "Eisenhower enjoyed the support of people of different socioeconomic means." Dennis W. Johnson said the main goal was to "drive home a consistent, simple message: 'I Like Ike' ", remarking that it "has to be one of the best presidential slogans ever created". Paul Christiansen wrote that in "Ike for President", although Eisenhower's name receives a tonal emphasis, the .... Discover the Ike Simon popular books. Find the top 100 most popular Ike Simon books.