Nixon Now (1972 Political Commercial)

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No incumbent president has used television advertising more effectively than Richard Nixon in 1972. His ad campaign was a two-pronged attack depicting Nixon as a successful world leader and George McGovern as a reckless liberal. Nixon's positive ads used documentary techniques to give voters a glimpse inside the White House, with scenes of Nixon at state dinners, in meetings with world leaders, and at work in the Oval Office. The documentary style gave the spots a feeling of intimacy and authenticity, and created the impression that voters were getting a privileged view. The ads also attempted to humanize Nixon, who was widely perceived as cold and humorless, by showing him in relaxed moments playing the piano for Duke Ellington, dancing with his daughter at her wedding, and joking with Chinese translators.

Nixon's most effective commercials, however, were attack ads. One spot ridiculed McGovern's proposed defense cuts by using the stark image of a hand sweeping away toy soldiers, planes, and warships. Another claimed that McGovern would put 47 percent of the country on welfare. Though created by the Republican campaign, these ads were credited to "Democrats for Nixon," a strategy meant to create the impression that McGovern's liberal views put him outside the mainstream of his own party.

Nixon's ads were produced by the November Group, a virtual all-star team of advertising executives headed by Peter Dailey, who ran his own Los Angeles agency, Phil Joanou from Doyle Dane Bernbach, William Taylor from Ogilvy and Mather, and an advisory board of executives from many top agencies.

Channel: News & Politics
Uploaded: February 28, 2008 at 8:54 pm
Author: NatureBoyUSA

Length: 00:02:15
Rating: 4.67
Views: 29056

Tags: 1972 Political Commercial President Richard Nixon Republican Senator George McGovern Democrat

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Video Comments:
scorpio3738 (November 20, 2008 at 7:23 pm)
Nixon is still the best President ever and George W. Bush is high behind him
owenbrough (November 22, 2008 at 8:15 am)
Your high
owenbrough (November 20, 2008 at 2:00 pm)
This is the reason they called The Carpenters "Nixon music". Ugh
1prouddemocrat (November 13, 2008 at 2:30 pm)
Regardless of your political sentiments, you have to acknowledge that this was a brilliant and effective ad.
InstantClassic9 (November 8, 2008 at 7:32 pm)
NIXON NOW!!!
LRonCupboard (November 4, 2008 at 2:18 pm)
Makes you hanker for the days when Republican criminals were routinely given a pardon. NOT!!
Skylab1977 (November 11, 2008 at 5:57 pm)
No-one died at Watergate, hello senator Kennedy!
Tlk2435asdko43 (November 11, 2008 at 11:49 pm)
those time are still with us
OneLostShoe (October 30, 2008 at 2:31 pm)
Lyrics sound like the Backyardigans....help.
wonkacorp (October 29, 2008 at 8:03 am)
i agree...must have been the same people who did all those coke ads! BTW: Nixon didn't plot the Watergate break in...but he did cover it up.