The latest American elections have been a true revolution from various points of view. For the fi rst time in history an African-American has been elected President of the United States. For the fi rst time a woman has attempted to be elected President. For the fi rst time a Republican candidate has chosen a woman as V.P. candi date. Communication campaigns were very aggressive, but this is not a novelty for the country that pioneered modern marketing and advertising. New media have been employed more extensively than in the past, thanks to technological evolution. But, from a communication point of view, the biggest difference of these elections from those of the past has been the challenge to present the candidate as a successful brand. And success has been complete.