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...
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