Campaign ads that resonated
Pittsburgh Post-Gazette
Win or lose, presidential candidates buy into the notion that a picture is worth a thousand words. Here are some that registered with voters:
• The Daisy ad (Lyndon Johnson/Barry Goldwater, 1964). A little girl pulls petals off a flower. Background audio of a nuclear launch is followed by video of a mushroom cloud. There’s a message at the end: “Vote for President Johnson on November 3. The stakes are too high for you to stay home.”
• Swift Boat (George W. Bush/John Kerry, 2004). Video testimony before Congress appears to show Mr. Kerry “ratting” to Congress about military atrocities during his service in Vietnam. Another effective Bush ad in that cycle showed Mr. Kerry windsurfing. As he turned this way and that, a voice-over stated how many times the candidate had changed his mind on issues.
• Willie Horton (George H.W. Bush/Michael Dukakis, 1988). The ad showed a photo of Willie Horton, a career criminal in prison on a murder conviction. While on a weekend pass from prison he kidnapped a young couple, stabbed the man and repeatedly raped his girlfriend. Mr. Dukakis was governor of Massachusetts at the time. This was paired with a Revolving Door attack ad and portrayed Mr. Dukakis as incapable of protecting everyday citizens.
• 47 percent (Barack Obama/Mitt Romney, 2012). Videotaped event footage of Mr. Romney insinuating the 47 percent of Americans who would not be swayed to vote for him should “take personal responsibility” for their lives and stop feeling “entitled” to government assistance. Audio and video were incorporated into ads for Mr. Obama.
• Role Models (Hillary Clinton/Donald Trump, 2016). The Clinton campaign made a contrast ad showing children listening to vitriolic statements made by her opponent.
• Laughing (Hubert Humphrey/Richard Nixon, 1968). A man is heard laughing heartily as the camera slowly pans to a television set. On the screen is the simple message that Spiro Agnew is Mr. Nixon’s running mate.
• Yes, We Can (Barack Obama/John McCain, 2008). This 4½-minute online video went viral and has since been watched almost 26 million times on YouTube. Black Eyed Peas’ will.i.am led an all-star bunch of celebs in singing over video of a speech Mr. Obama gave early in the campaign.
• Morning in America (Ronald Reagan/Walter Mondale, 1984). Smooth as a margarine commercial, this spot of happy Americans going to work, getting married and flying the American flag spread a message of hope and prosperity.
• Two Americas (Donald Trump/Hillary Cliniton, 2016). The antithesis of “Morning in America,” the Trump campaign’s first official ad after his nomination played up crime and danger, stressing that only he could keep the country safe.