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Polls. pressure was running high. >> i think i better shave. >> one of them had been preparing for this moment his whole life. >> hear me now speaking. is that about the right tone of voice? >> one of the reasons kennedy had such an enormous leg up is that his father had been a long term believer in the power of media. his father was a financial expert, a diplomat, and a hollywood mogul. he famously says about jack kennedy, we will sell jack like soap plates. >> what's the most important part of selling a product? the packaging. ♪ everyone is voting for jack >> kennedy is marketed the way yo...

>> i think i better shave. >> one prepared for the moment his whole life. >> can you hear me now? speaking? about the right tone of voice? >> kennedy had a leg up because his father was a long-term believer in the power of media. his father was a financial expert, a diplomat, and a hollywood mogul. >> he famously says about jack kennedy, we're going to build jack like soap plates. >> what's the most important part of selling a product? the packaging. ♪ >> kennedy is marketed the way you market a movie star, theme song sung by frank sinatra, there's people appealing to him on television -- >>...

>> reporter: in december 26th, 1960, it was the first ever televised debate. they were virtually tied in the polls. >> camera one, please. >> pressure running high. >> one wider than that. >> i think i better shave. >> one prepared for the moment his whole life. >> can you hear me now? speaking? about the right tone of voice? zbl >> kennedy had a leg up because his father was a long-term believer in the power of media. his father was a financial expert, a diplomat, and a hollywood mogul. >> he famously says about jack kennedy, we're going to build jack like soap plates. >> what's the most impo...