LBJ's
Attack on Barry Goldwater Changed the Game
In
1964, political advertising on TV was still in its infancy. What Americans had
seen of national political spots in the previous presidential runs was
rudimentary, lacked sophistication and failed to harness the full potential the
medium had to offer. A spot called "Daisy," crafted by DDB, would
change all of that in 60 seconds.
Today
we take many things for granted, media-wise. This includes nasty attack ads
from political campaigns that are full of half-truths or don’t even bother with
the truth at all, and feature video or still images that make the opposition
candidate look weak, crazy, or worse. As we head into the fall campaign season,
Ad Age took a look back at this groundbreaking ad from LBJ’s 1964 campaign
against Barry Goldwater. Like Apple’s masterpiece “1984” spot, this one only
aired as a paid spot once, but it reaped the campaign millions more in unpaid exposure by making itself a
news item.
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