In The Making of the President 1960, Teddy White lamented that TV might spell the death of serious politics: to give a thoughtful response to serious questions, a politician needed a good thirty seconds to ponder, but television allowed only five seconds of silence at best. DDB found nothing to lament in the fact. They were convinced you could learn everything you needed to know about a product, which in this case happened to be a human being, in half a minute—the speed not of thought but of emotion.
