We like Ike. So did America, evidently. The 34th president of the United States came into American political life just in time for the dawn of the new television era in advertising when he ran on the Republican ticket for president in 1952.
His ads inaugurated a new type of campaign tactic, and helped result in his own inauguration.
Eisenhower, 1952
“The “Eisenhower Answers America” series wisely kept the ads to about 20 seconds.
“Eisenhower is filmed in the elevated position; the questioners all look up at him, establishing a personal connection but also keeping him in the position of the hero,” the Living Room Candidate says.
On the flipside, the Democratic nominee, Adlai Stevenson, refused to appear in any of his campaigns ads.
This tactic would not be repeated by future candidates.
Kennedy, 1960
If there was ever a man made for the medium, it was John Fitzgerald Kennedy. He famously defeated Richard Nixon in the first-ever televised debates, on the strength of his looks, charisma, and stage presence. Kennedy kept up the heat on Nixon by running better TV ads as well.
Kennedy’s ads were discussed at length in the first season of hit show Mad Men. Ad man Don Draper, whose firm represents Nixon, remarks how frustrating it is that Kennedy is winning the narrative.
“Kennedy? Nouveau riche, a recent immigrant who bought his way into Harvard. Nixon is from nothing. Abe Lincoln of California, a self-made man. Kennedy, I see a silver spoon. Nixon, I see myself.”
This ad — “Kennedy, Kennedy, Kennedy” — was specifically referenced.
Johnson, 1964
Lyndon Johnson ran perhaps the most famous political ad ever in 1964, en route to his blowout win over Barry Goldwater.
And, sometimes an ad only needs to be played once to have an impact.
“Daisy” was pulled by the Johnson campaign after one primetime airing because it was seen as too controversial.
Without ever mentioning Goldwater, the ad paints Goldwater as extremist who would get the country embroiled in a nuclear war.
Nixon, 1972
Nixon, of course, would be back, running this ad in his landslide victory in ’72.
“McGovern Defense” put McGovern’s defense plan in simple terms, graphically represented by toys.
Reagan, 1984
Morning In America.
In 1980, Ronald Reagan famously asked “Are you better off than you were four years ago?” to attack Jimmy Carter. In 1984, he tried to demonstrate the country was better off after four years of his leadership.
“Prouder, Stronger, Better,” also known as the “Morning in America” ad, successfully painted a beautiful picture of all the progress the country had made under Reagan. It’s hard to argue with “Today, more men and women will go to work than ever before in our country’s history.”
George H.W. Bush, 1988
One for the history books, literally. This ad is standard fare in most U.S. history books used in high school classrooms, as an example of negative advertising. The ad would be hailed as brilliant, by some, and a new low in politics, by others.
George W. Bush, 2000
In 2000, more voters said education was the most important problem facing the country than they have in any election year since.
The “Education Recession” ad played off that concern, using shocking statistics like U.S. students ranking last in the world in math and physics. Gore couldn’t deny that claim because it came from the Department of Education. Not only did the commercial attack Gore, but it praised Bush. “Now Texas leads the nation in academic improvement,” the voiceover says.
Mike Huckabee, 2008
Walker. Texas. Ranger.
The “best” campaign ads aren’t necessarily the ones that worked well.
There’s not considerable evidence that celebrity endorsements help campaigns, but at least this one got people laughing.
Huckabee opens the commercial with: “My plan to secure the border? Two words: Chuck. Norris.”
Norris says good things about Huckabee while Huckabee rattles off Chuck Norris jokes, including “Chuck Norris doesn’t endorse. He tells America how it’s going to be.”
Barack Obama, 2008
Black Eyed Peas singer Will.I.Am and slew of celebrities make the case for a previously little-known senator from Illinois.
Some argue this ad helped seal the deal for Obama with young voters, cementing the new “Obama Coalition.”
Bernie Sanders, 2016
No voiceovers, no position statements, no attacks on other candidates.
Just images of small-town Americans — some going about their day, some gathering at a Sanders rally.
If you didn’t know anything about Sanders yet, the ad would move you to find out who this guy is that so many regular Americans are getting excited about. If you were undecided but familiar with the candidates, it still moves you. Or maybe you just like Simon and Garfunkel.
Either way —effective.
Which of these ads is your favorite? Did we miss one? Let us know.
Tune in soon for the Washington Examiner’s picks for the “worst” ads ever.
