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President richard m. nixon, and the democratic can debt, senator john f. kennedy. >> there's richard nixon on television looking fairly unkempt. >> our medical care for the age is much better handled than it is at the present time. >> at least compared to the physically cool and strategically cool younger guy. >> research has shown that if you watch the debate, you thought kennedy won. if you listened, you thought nixon won. the projection of cool, that complex power and composure won the day, visually. he may have lost on points in terms of the debate, but he won where it counts, which is on ...

Republican, which, you know, growing up was not the easiest thing in the world to be. so, yeah, he has a special place for a lot of us. >> like lee did before him, reagan changed the story of cool in his time. but the pendulum of leadership always swings back and forth. where will it come from next is anybody's guess. i've been making blades here at gillette for 20 years. there's a lot of innovation that goes into making america's #1 shave. precision machinery and high-quality materials from around the world. nobody else even comes close.

The clothes, saying black is beautiful, wearing the color black, emphasizing the negroness of our hair, by wearing this afro hair style. >> a unifying force for us. we represented something, and we had rules and laws about wearing those clothes like, if you were wearing these uniforms, you're a servant of the people. >> they incorporate elements of black culture, an affirmation of the dignity of black humanity, and in the process, what they do is signal to the world as james brown sung, "i'm black and i'm proud." >> what was cool for us then was to look more in line with what we really are, an...

Image. >> as we move into a medium where the world is not about huge stadium speeches and barn stormers where you go like this and articulate wildly. now it's a camera in your face. kennedy has the advantage. he understood how a message had to be delivered. cool is in the eye of the beholder. >> i don't know what we do without television. >> more than anything, it was this connotation of youthful ease. they were very adept of creating this notion of a romantic vibe, ideal of what the white house was all about. >> despite the cultivated image, the reality was more complicated. >> the kennedys r...

>> ronald reagan you had a sense of power from him. one of my favorite reagan moments when he got together with mchail. he knew that reagan was an adversary. when the meeting broke up, reagan had totally charmed him. it was clear. i have a picture of looking up at reagan, like the kind of with awe and admiration. he was playing the role of his lifetime. president of the united states. >> tear down this wall. >> reagan's lasting image would be of strength. grit. and a conservative cool that inspires future generations. >> he made it cool to be republican. which growing up was not the easiest th...