Connect with Pratt
Peace, Little Girl (Daisy)
1964, television commercial
The notorious television spot for Lyndon B. Johnson’s reelection campaign aired only once, on September 7, 1964, but it is still remembered for its audacity and impact. A 1964 New York Times article called the spot “the most controversial TV commercial of all time.” Schwartz, a pioneer of audio recording, was the first art director to employ real children for commercial voiceovers.
The most important and influential political attack ad of all time bar none, even if you don’t approve of what was sparked in its wake. How different our political discourse might have been ... lest LBJ was right about Goldwater’s nuclear restlessness and the human race was vaporized instead!
Tony Schwartz should not be remembered just for this ad, but also for the his many, many recordings despite having agoraphobia.
One ad changed the political climate for the 1964 presidential campaign. Suggested to be the first “negative” ad ever used.
On a Pratt field trip Tony once shared his formula for success. Keep it simple and balanced. If you’re gonna show them a lot; keep the message/sound simple. If you’re gonna tell them a lot; keep the visual simple. Even still. A brilliant example was a TV commercial for coke and the visual - on TV! - was a still ice-cold dripping coke bottle - but the sound was a rich fun party going on in the background. The ‘message’ came through load and clear. Coke was good times!
Your Name:
Email (will not be made public):
