LBJ's Daisy Commercial Changed Everything

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Less than a year ago, I wrote that Lee Atwater deserved much of the credit for our present state of polarization, thanks to the way he ran George H.W. Bush's national campaign 26 years ago.

But I guess credit for the template for divisive modern political advertising goes to Lyndon Johnson and his 1964 campaign staff. They were responsible for a commercial that is remembered as the "daisy commercial." It had its one and only airing 50 years ago today.

It showed a little girl plucking the petals from a flower, as small children do, and counting. The girl who was shown in the commercial was 2 years old, and she was observed in a very serene, pastoral setting.

As she counted to 10 — haltingly and, at times, out of sequence, which is understandable with a child that age — an adult voice began a missile launch countdown in the background, and the camera zoomed in on the girl's face until the pupil of her eye filled the screen.

That was followed by a mushroom cloud — and a snippet from one of Lyndon Johnson's speeches.

"These are the stakes," Johnson said. "To make a world in which all of God's children can live, or to go into the dark. We must either love each other, or we must die."

"Fifty years later, the visual is startling — even shocking," writes John Rash for the Minneapolis Star Tribune. "But just as jarring are the words."

Another voice — I've heard it was sportscaster Chris Schenkel's (but I heard Schenkel call football games when I was growing up, and the voice in the commercial never sounded like his voice to me) — then said, "Vote for President Johnson on Nov. 3. The stakes are too high for you to stay home."

The message was clear. Johnson's opponent, Barry Goldwater, could not be trusted with nuclear weapons.

"You can love 'Daisy' for its power or hate it for its excess — I both love it and hate it — but it changed political advertising forever," wrote Drew Babb in the Washington Post.

It cannot be denied that the daisy commercial was an effective reminder that Goldwater had voted against the nuclear test ban treaty.

Babb, who teaches political advertising at American University and is president of the firm Drew Babb & Associates, went on to list the ways it changed political advertising. The logic is hard to fault.

• "It gave politicians a license to kill."
  
  Babb observed that "[e]arlier political commercials were overwhelmingly upbeat." He pointed out that, only four years earlier, an advertisement for John F. Kennedy featured Frank Sinatra singing a revised version of "High Hopes."
  
  Dwight Eisenhower's commercials were relentlessly upbeat.

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  Of course, television was still in its infancy then. As it grew up, it grew teeth. Fangs, in fact.
• "By all means, trash the tropes."
  
  The rules were clearly different. Johnson's ad agency was largely made up of "New York street brawlers" accustomed to competing over products, not politics, and they did what they knew.
• "Overreacting can boomerang."
  
  That is a fact that both parties should keep in mind today. Advertising has become much more sophisticated in half a century, but the experience of 1964 should not be forgotten. Republicans howled about the ad, and Johnson's campaign pulled it after its only showing 50 years ago today. But the networks reported on the Republican reaction and, so the viewers would know what the fuss was about, ran the ad over and over again.
  
  If they hadn't seen it when it aired as a commercial, they were bound to have seen it when it was shown repeatedly on the nightly news. Consequently, the message was reinforced — and almost certainly contributed to Johnson's landslide victory that fall.

Do you think the theme is outdated because America is the world's only remaining superpower? A group called Secure America doesn't. It recently unveiled a commercial called "Daisy 2," and it was clearly inspired by the commercial that ran 50 years ago.

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It pulls no punches. Here is what the narrator says:

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"These are the stakes. We either stand up to supporters of terrorism, or we and our allies risk losing the freedom we cherish. We must not let the jihadist government of Iran get a nuclear bomb. President Obama has an opportunity to stop it. But he is failing. Join with us. Let's secure America — now."

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Failing to Seize the Momentum

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If Dan Quayle's debate with Lloyd Bentsen a week earlier was the low point of the 1988 campaign for the Republican ticket, what happened 25 years ago tonight may have been the low point — certainly, it was one of the low points — for the Democrats.

The presidential nominees, Vice President George H.W. Bush and former Massachusetts Gov. Michael Dukakis, met in Los Angeles' Pauley Pavilion for their final debate 25 years ago tonight.

And CNN's Bernard Shaw started things with the only question that anyone would remember: "Governor, if Kitty Dukakis were raped and murdered, would you favor an irrevocable death penalty for the killer?"

No one would remember Dukakis' answer, only that it was delivered in a flat monotone that seemed to lack the emotion most people would have expected of someone who was speaking of the (hypothetical) rape and murder of a loved one.

For the record, Dukakis' answer focused on statistics that were relevant to capital punishment — and showed why, he believed, it was ineffective. There were no gaffes, no sound bites that could be played endlessly.

It was all a matter of perception.

Like Richard Nixon in his first debate encounter with John F. Kennedy nearly 30 years earlier, Dukakis came into the debate on the heels of an illness. Dukakis was sick with the flu and actually spent much of that day in bed. His debate performance was generally poor, and it reinforced the impression that many voters had of him as cold and distant.

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But, even though his performance was not particularly good — the consensus was that Dukakis simply failed to seize the momentum in the debate — there was nothing fundamentally wrong with his responses, no glaring faux pas. Read it for yourself:

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"No, I don't, Bernard. And I think you know that I've opposed the death penalty during all of my life. I don't see any evidence that it's a deterrent, and I think there are better and more effective ways to deal with violent crime. We've done so in my own state. And it's one of the reasons why we have had the biggest drop in crime of any industrial state in America; why we have the lowest murder rate of any industrial state in America. But we have work to do in this nation. We have work to do to fight a real war, not a phony war, against drugs. And that's something I want to lead, something we haven't had over the course of the past many years, even though the vice president has been at least allegedly in charge of that war. We have much to do to step up that war, to double the number of drug enforcement agents, to fight both here and abroad, to work with our neighbors in this hemisphere. And I want to call a hemispheric summit just as soon after the 20th of January as possible to fight that war. But we also have to deal with drug education prevention here at home. And that's one of the things that I hope I can lead personally as the president of the United States. We've had great success in my own state. And we've reached out to young people and their families and been able to help them by beginning drug education and prevention in the early elementary grades. So we can fight this war, and we can win this war. And we can do so in a way that marshals our forces, that provides real support for state and local law enforcement officers who have not been getting that support, and do it in a way which will bring down violence in this nation, will help our youngsters to stay away from drugs, will stop this avalanche of drugs that's pouring into the country, and will make it possible for our kids and our families to grow up in safe and secure and decent neighborhoods."

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Bush, on the other hand, didn't perform particularly well that night. But that didn't matter. The post–debate conversation focused on Dukakis' passionless response to a question about the hypothetical rape and murder of his wife — and little else.

It is ironic that the fatal blow to the Dukakis candidacy came in the form of a fictional attack on his wife. Truly irresponsible — and false — stories were spread about Kitty Dukakis during the campaign, including one that held that Mrs. Dukakis had burned an American flag in a Vietnam War protest. That one supposedly was spread by a U.S. senator, but Republican strategist Lee Atwater reportedly started it.

The Dukakis campaign had survived it all — not always well or gracefully — including self–inflicted wounds like Dukakis' tank ride in September, but the question about Kitty Dukakis sealed the deal.

Before the debate, it was often said that Dukakis needed a dramatic debate performance to swing the momentum his way. His performance was decidedly not dramatic, at least not in a positive way, and the polls reflected it — not immediately, but within a week — and the momentum moved irreversibly away from the Massachusetts Democrat.

Spinning Willie Horton

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It is my opinion that what happened on this day 25 years ago was what drove a racial wedge into the heart of America that persists to modern times.

Well, that may be a little extreme. A lot of people and a lot of events over a long period of time have contributed to the polarized state of race relations in this country. Perhaps it is more accurate to say that what happened on this day a quarter century ago played a key role in the erosion of modern race relations.

On this day in 1988, the first of the so–called "Willie Horton ads" aired on TV.

If you're under 35, let me tell you who Willie Horton is/was.

Willie Horton is a black man, a native of South Carolina who was convicted of a 1974 murder in Massachusetts and sentenced to life in prison with no chance for parole.

However, in 1986, he was released as part of a weekend furlough program, but he didn't return when the weekend was over. Less than a year later, he raped a woman in Maryland after attacking her fiance. He was captured and convicted, then sentenced to two consecutive life terms plus 85 years. The judge who sentenced him pointedly refused to return him to Massachusetts.

Horton is still incarcerated in Maryland.

Michael Dukakis, the Democrats' 1988 nominee for the presidency, was governor of Massachusetts when Horton was released. Dukakis did not start the furlough program, but he did support it.

The original policy began under a Republican governor in 1972, but first–degree murderers weren't eligible. After the state's Supreme Court ruled that the privilege should be extended to first–degree murderers, the state's legislature passed a bill denying furloughs to such convicts.

Dukakis vetoed the bill, and the furlough program remained in effect until 1988.

So Dukakis clearly bore some responsibility for the program, and the first to mention it during the 1988 campaign actually was one of Dukakis' rivals for the Democratic nomination, Sen. Albert Gore Jr. of Tennessee. Gore brought it up during a debate prior to the New York primary, but he asked a general question and never mentioned Horton's name.

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The name was known to the Bush campaign, especially campaign manager Lee Atwater, who was responsible for most of the negative campaigning the Republicans did that year. Late that spring, a group of Republican consultants met with a focus group made up of Democrats who had voted for Reagan four years earlier, and they told the consultants they needed take a negative approach to Dukakis.

For Atwater, it was like a mandate to do whatever it took to win, but he needed the green light to proceed — and he got it but gradually. He wasn't the original spin doctor — that concept originated in the fields of public relations and advertising — but, in his lifetime, he was probably the most effective at applying the spin doctor's tactics to politics.

In June, Bush mentioned Horton by name in a speech to the Texas Republican convention.

And 25 years ago today, Americans for Bush, part of the National Security Political Action Committee, first aired a commercial called "Weekend Passes," which identified Horton and what he had done while free.

The ad was taken off the air two weeks later — on the day that Dan Quayle and Lloyd Bentsen met in the vice presidential debate. The Bush campaign began running its own ad, "Revolving Door," which did not mention Horton by name.

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But it didn't have to. His name was already pretty well known around the country by then.

Most of the "inmates" in the commercial were white — but there were a couple of strategically positioned black actors.

It was a not–so–subtle reminder of Horton and his criminal record.

Bentsen and civil rights leaders criticized Bush's campaign and called the ads racist. Bush denied the charge.

While I definitely think race was used by the Republicans in 1988, the fact is that it was only one aspect of the Bush campaign, which was very aggressive and extremely negative. The Bush campaign of 1988 was not above distorting the facts, any facts, and Dukakis was simply ineffective at countering.

For example, the Republicans ran a negative commercial about the condition of Boston Harbor, implying that it was Dukakis' fault when the truth was that the policies that created the situation were promoted by administrations of both parties.

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In 1988, the Republicans had been on the ropes before the conventions, and they played hardball during the fall campaign — even after polls showed public sentiment swinging in their direction.

The turning point may have come a week before the first Horton ad made its debut, when the Republican campaign turned Michael Dukakis' ill–fated tank ride into a devastating commercial.

The Republicans held nothing back in 1988.

And Atwater especially wasn't above using anything to win. He insisted he would "strip the bark off the little bastard (Dukakis)" and "make Willie Horton his running mate."

Atwater certainly bears some responsibility for the state of modern race relations in America. And, near the end of his life in 1991, he did seem to be trying to make amends in a LIFE magazine article in which he apologized to Dukakis for the "naked cruelty" of the 1988 campaign.

But even then and under those circumstances, I was inclined to take anything that Atwater said with a grain of salt.

Ed Rollins, manager of the Reagan–Bush re–election campaign, confirmed the necessity of such a policy in a book about Atwater in which he said this about the last days of Atwater's life:

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"[Atwater] was telling this story about how a Living Bible was what was giving him faith and I said to Mary (Matalin), 'I really, sincerely hope that he found peace.' She said, 'Ed, when we were cleaning up his things afterwards, the Bible was still wrapped in the cellophane and had never been taken out of the package,' which just told you everything there was. He was spinning right to the end."

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Atwater probably would tell you that perception is everything.

A Ride in a Tank

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The Saturday Night Live parodies of presidential debates sometimes seem like they've been a part of presidential campaigns forever — even though the SNL parodies, like the debates themselves, haven't been regular parts of presidential campaigns for quite 40 years yet.

Twenty–five years ago, the debate parodies were still evolving, but they had already established themselves as truly (and humorously) insightful. And I thought one of the best examples came in a 1988 parody when, after Dana Carvey gave a spot–on impression of a typical George H.W. Bush meandering, cliche–ridden response, Jon Lovitz (as Michael Dukakis) shrugged his shoulders on rebuttal and said, "I can't believe I'm losing to this guy."

There were times that fall when I couldn't help wondering the same thing.

And then there were days like this one when I knew why he lost. For it was on this day in 1988 that Dukakis took his ill–advised ride in a tank, presumably to show the voters he was tough, not a wimp, but he only managed to look ridiculous.

It happened at the General Dynamics Land Systems plant in Sterling Heights, Mich. Dukakis came to participate in a photo opp in an M1 Abrams tank.

As I say, the idea probably was to make Dukakis look tough and assertive, but he never really looked comfortable — sort of like Calvin Coolidge when he did a 1920s photo opp in a Native American headdress.

It was a disaster for Dukakis but a bounty for Bush. The Bush campaign of 1988 — under the leadership of Lee Atwater — never hesitated to exploit a perceived weakness in the opposition.

And, to misquote a memorable line from Saddam Hussein, Dukakis' tank ride was the mother of all political weaknesses.

The Willie Horton–inspired commercials (of which I will have more to say next week) get most of the attention in the accounts of that campaign, and they certainly deserve their own chapter in the history of race relations in America, but the Dukakis–in–the–tank commercial may have been the most effective of the campaign because it so neatly capitalized on everything that made voters uneasy about the Democrats' nominee.

He was perceived as stiff and passionless, a typical wishy–washy, appeasing liberal when it came to things like national defense.

At a time when voters were having to select the successor for Ronald Reagan (who, even in his late 70s, was perceived as being macho, a cowboy, standing tall on the world's stage) being tough and assertive was a clear plus — but being a phony was a definite minus. Dukakis came across as being phony, as not being a genuine leader.

And Dukakis' photo opp wound up reinforcing the negative image the Dukakis campaign intended to disprove.

In other words, you can't smear lipstick on a pig and call it a trophy wife.