Why Today's Political Ads Fail: Lessons from the Creative Geniuses Who Won Elections
The Emotional Creativity of the Past is Needed to Revive the Creativity Deficit in 2024 Campaigns
With political advertising saturating the media landscape, especially in swing states, as a media ecologist I can’t help but call out the stark difference between the advertising campaigns of the past and the failed political advertising today. In this context, however, I do want to highlight and credit the creativity behind the Nake America Great Again “BORDER ZEN” videos featured during Major League Baseball games and synchronized with MLB’s on “Baseball Zen” features. They personify the art of persuasion, once masterfully executed by advertising giants like Bill Bernbach and Hal Riney and stand out in a sea of ads across all media that lack the emotional resonance and innovative storytelling that once captivated voters and altered the course of history.
With the 2024 U.S. presidential election in the final stretch, it's worth examining how past successful campaigns managed to sway public opinion and why modern political ads — particularly those of Donald Trump and Kamala Harris — struggle to reach the same creative heights. By revisiting seven legendary political advertising campaigns, we can better understand the chasm between the creative brilliance of the past and the mediocrity of virtually all of today's political marketing.
1. “Daisy” – Lyndon B. Johnson (1964)
Creator/Agency: Tony Schwartz, Doyle Dane Bernbach (DDB)
Context: Amid Cold War tensions, Barry Goldwater’s aggressive rhetoric stoked fears of nuclear conflict.
Medium: Television
Result: Johnson won by a landslide, securing over 60% of the popular vote and the electoral college votes of 49 out of 50 states.
Why It Worked: The emotional impact of the “Daisy” ad was undeniable. Its stark portrayal of nuclear war wasn’t merely about Goldwater; it was about the future of civilization. The ad used fear to emphasize Johnson’s platform of stability and peace, transforming the campaign’s narrative. Watch this commercial and Schwartz’ “Ice Cream” commercial on YouTube to understand how one simple creative idea well executed can sway an election.
2. “Morning in America” – Ronald Reagan (1984)
Creator/Agency: Hal Riney
Context: Reagan’s campaign wanted to showcase America’s economic recovery and national pride after a challenging recession.
Medium: Television
Result: Reagan’s reelection victory was overwhelming, capturing 525 electoral votes.
Why It Worked: It tapped into voters’ optimism and provided a stark contrast to negative, attack-driven campaigns. Reagan became synonymous with a “feel-good” America, positioning his leadership as the reason for the country's progress.
3. “I Like Ike” – Dwight D. Eisenhower (1952)
Creator/Agency: Roy Disney and Citizens for Eisenhower
Context: As a post-WWII leader, Eisenhower’s credibility was his military service.
Medium: Television (animated)
Result: Eisenhower comfortably won the presidency, with 55% of the popular vote.
Why It Worked: Simplicity and a catchy jingle. The animation was innovative for the time, and the slogan “I Like Ike” was easy to remember, appealing to both the rational and emotional sides of voters.
4. “The Bear in the Woods” – Ronald Reagan (1984)
Creator/Agency: Hal Riney
Context: As the Cold War loomed large, this ad suggested that preparedness was essential for peace.
Medium: Television
Result: Another landslide victory for Reagan.
Why It Worked: The metaphorical imagery of a bear, symbolizing the Soviet Union, struck at the core of American fears while reassuring them that Reagan’s strong defense policies would keep them safe.
5. “Willie Horton” – George H.W. Bush (1988)
Creator/Agency: Floyd Brown, Roger Ailes
Context: Crime and race were central to the campaign, and this ad used the story of Willie Horton to create a narrative around Democratic leniency on crime.
Medium: Television
Result: Bush secured the presidency, winning 53.4% of the vote.
Why It Worked: Though controversial, it effectively played into public fears of rising crime, painting the Democrats as weak on law and order.
6. “It’s Time” – Gough Whitlam (1972, Australia)
Creator/Agency: Paul Jones and Mojo Advertising
Context: Australia was on the cusp of social change, and Whitlam’s campaign sought to capture that progressive energy.
Medium: Television and radio
Result: Whitlam became Prime Minister, breaking 23 years of conservative rule.
Why It Worked: It wasn’t just an ad, it was a movement. The campaign’s emotional appeal was so strong that it mobilized voters who were yearning for change.
7. “Yes We Can” – Barack Obama (2008)
Creator/Agency: will.i.am (musical version), AKPD Message and Media
Context: Amid an economic crisis, Obama’s message of hope and change resonated deeply with a country in distress.
Medium: Internet and television
Result: Obama won with 52.9% of the vote.
Why It Worked: Obama’s campaign was the first to effectively leverage new media (the internet and viral videos) alongside traditional mediums. It wasn’t just a campaign—it became a cultural phenomenon that energized a new generation of voters.
The 2024 Landscape: A Creativity Deficit
Fast forward to 2024, and we find a political advertising landscape that feels utterly devoid of the creative brilliance that once drove election results. Donald Trump and Kamala Harris have ads that are more functional than inspirational, focusing on conventional issues rather than memorable narratives or emotional impact.
For instance, Donald Trump’s current ads focus on stoking economic fears and political division, but they fail to offer the kind of emotional connection that propelled Reagan or Johnson to victory. As one media critic noted, “Trump’s ads feel like reruns of his 2020 campaign, but without the punch or novelty that defined his first run”. Rather than presenting a fresh vision, his campaign seems intent on recycling old tactics that no longer feel urgent.
Kamala Harris, on the other hand, faces the challenge of stepping out of Biden’s shadow while carving out her own political identity. Her advertising, however, is as uninspiring as Biden’s debate performance. As one Democratic strategist recently remarked, “Harris’s ads speak to policy details, but they’re not connecting with the voter on an emotional level. It’s the same challenge Clinton faced in 2016—voters don’t vote based on policy papers; they vote based on how a candidate makes them feel”.
Call for Creativity
Political advertising has become formulaic, devoid of the emotional resonance that once moved voters to action. Creativity in political messaging matters. The ad geniuses of the past understood that persuasion was about creating emotional connections, not just pushing talking points and negative attacks. If the current crop of political creatives wants to be as effective as their predecessors, they need to look back to the likes of Bernbach, Riney, Ailes, and will.i.am, —and reignite the creative spark that made political advertising a force for real change.
Jack- you are absolutely correct! I wish you had provided links to your examples. one point is that I can remember and FEEL the Johnson and Reagan ads. will have to look up Australian ad as I have never seen it. Trump doesn’t seem to have much to work with but Harris ads should be much more focused on the viewer to feel happy and optimistic, something people can’t get from Trump. In these times people want to feel GOOD about the future.