The Man Who Turned Sharon Into a Softie

Reuven Adler accepted the daunting challenge in the 2001 election of trying to soften Ariel Sharon's image. "He's a warrior. He's quite fat, and when he walks, he stomps along," Adler, an advertising executive, recalls thinking. "We had to give him some feminine appeal." Sharon, Adler calculated, was too far to the right on the political spectrum to gain broad support. On a scale of 1 to 5, with 1 representing the extreme left wing and 5 the far right, Adler figured, Sharon was a 4.7. The winner of every previous election had been a little right of center, Adler judged--somewhere...

Want the full story?

Subscribe Now


Get TIME the way you want it

  • One Week Digital Pass — $4.99
  • Monthly Pay-As-You-Go DIGITAL ACCESS$2.99
  • One Year ALL ACCESSJust $30!   Best Deal!
    Print Magazine + Digital Edition + Subscriber-only Content on

Learn more about the benefits of being a TIME subscriber

If you are already a subscriber sign up — registration is free!