Daisy (advertisement)



Agency: Doyle Dane Bernbach, Tony Schwartz
Client: Democratic National Committee, Lyndon B. Johnson 1964 presidential campaign
Running time: 60 seconds
Release date(s): September 7, 1964

"Daisy", sometimes referred to as "Daisy Girl" or "Peace, Little Girl", is a controversial political advertisement that aired on television as part of Lyndon B. Johnson's 1964 presidential campaign. Though aired only once, it is considered one of the most important factors in Johnson's landslide victory over the Republican Party's candidate, Barry Goldwater, and a turning point in political and advertising history. A partnership between the Doyle Dane Bernbach agency and Tony Schwartz, the "Daisy" advertisement was designed to broadcast Johnson's anti-war and anti-nuclear positions. Goldwater was against the Nuclear Test Ban Treaty, and suggested the use of nuclear weapons in the Vietnam War, if necessary. The Johnson campaign used Goldwater's speeches to imply he would wage a nuclear war.

The commercial begins with three-year-old Monique Corzilius standing in a meadow, picking the petals of a daisy as she counts from one to ten incorrectly. After she reaches "nine", she pauses, and a booming male voice is heard counting the numbers backward from "ten", in a manner similar to the start of a missile launch countdown. A zoom of the video still concentrates on the girl's right eye until her pupil fills the screen, which is then replaced by the flash and sound of a nuclear explosion. A voice-over by Johnson states emphatically, "These are the stakes! 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."

The ad was pulled after its initial broadcast, but continued to be replayed and analyzed by media, including the nightly news, talk shows, and news broadcasting agencies. The Johnson campaign was widely criticized for using the prospect of nuclear war, and implying that Goldwater would start one, to frighten voters. Despite the criticism, the Johnson campaign released several other commercials attacking Goldwater's political positions, without referring to him by name. Other campaigns have adopted and used the "Daisy" commercial since 1964.

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