By Ellen Fruchtman, CEO
Brace yourself. The worst is yet to come. And, while I never indulge in talking politics out of the office, I most certainly can indulge in speaking about some of the great political ads in my lifetime with a few links for some fun if some of you don’t remember. Today, while you will be hard-pressed to find any ad that is not negative or somewhat misleading, in days gone by creating a truly effective ad shaped the course of presidential elections. Many (if not most) of these ads were created by advertising agency Madison Avenue Legends.
I miss those days. Today, it’s rare to have a political ad breakthrough the clutter. The amount of messages you have and will continue to see on multiple traditional and digital platforms are mind-boggling. So, for oldies like myself, this will be a stroll down memory lane. For you second and third-generation folks, these are the ads that had a profound impact on the outcome of several presidential elections.
Daisy (1964)
One of the most impactful political advertisements ever produced was the renowned "Daisy" ad from Lyndon Johnson's 1964 presidential campaign. It was 60 seconds in length often cited as the first political attack ad. Daisy depicts Republican Barry Goldwater as dangerously reckless during a time when people were fearful of a nuclear disaster. It broke new ground by subtly suggesting that Goldwater's impulsive nature and volatile temperament could lead to nuclear war. Most notably, the ad conveyed this powerful message without ever mentioning Goldwater's name or showing his image. A little eerie to be back with those very same fears today.
Created by the fabulous Doyle Dane Bernback, head of the agency Bill Barnback wrote to then Bill Moyers (Johnson’s Press Secretary) begging him to air it. It aired on NBC only once on Monday Night at the Movies. So much for frequency. Memorable? Most certainly.
Morning In America (1984)
Created by an all-star group of agency leaders referred to as the Tuesday Team (would I not give to be in this room) advertising executives, Hal Riney, Philip Dusenberry, and Jerry Della Femina one of the most iconic and what could be said is one of the most cinematic masterpieces in the political television archives. Ronald Reagan was seeking a second term running against former Jimmy Carter Vice President, Democratic candidate Walter Mondale. Jimmy Carter had a tumultuous presidency. And, all the Tuesday Team needed to do was ask this simple question: Do you really want to back to where we were four short years ago?” Fabulous Norman Rockwellesque scenes with the memorable Hal Riney voiceover, set the tone for this cinematic genius of an ad. When Ronald Reagan was first introduced to the Tuesday Team, he said “ I understand you guys are selling soap. I thought you would like to see the bar.” The rest of the history resulted in a 49-state victory. I would personally like to see someone do this again.
Willie Horton (1988)
Does anyone remember Michael Dukakis? In 1988 the mantra to be tough on crime was growing - mainly because crime was on the rise. In politics, we know the most important issues are your pocketbook and your safety. Not exactly considered “politically correct” by today’s standards, this ad focused on Willie Horton a convicted killer who kidnapped a white couple while out on a “weekend pass”. Guess who supported the weekend pass for prisoners while candidate George W. Bush supported the death penalty. Dukakis lost overwhelmingly and some will say this ad sealed the deal. Notably, it also became a model for outside groups and Super PACs and is considered the forerunner to the infamous 2004 Swift Boat Veterans Ad.
It’s 3:00 am (2008)
In the 2008 Democratic primary, Hillary Clinton took a page out of Lyndon Johnson’s book and released this hard-hitting ad against a young Senator Barak Obama. Like Johnson, she was asking one important question: As commander-in-chief who do you trust to answer an emergency call in the middle of the night - at 3 am?” It directly addressed Obama’s biggest weakness which was national security. It did cause wins in several states after it aired, but not enough to change the outcome. It was one of the most historic races in our history between who was to become the first African American President against the first woman to be in the Oval Office. Sometimes you just can’t overcome charisma.
From Doyle Dane Bernback to the other greats, those trail-blazing political marketers understood you can’t give people enough facts to make them buy a product - or in this case, a candidate. Do you want a response? Make the advertising emotional.
Something tells me we’re not going to witness a ton of that in this presidential race.
Are you looking for some exceptional marketing? Contact suits@fruchtman.com.
