These political ads showed us how things can be done differently!

The political scene was always an interesting environment, especially if we consider that there is an ongoing “war” between the two main sides that generally end up in the final race for the presidency.

One tool used by politicians to achieve their goals and get those votes is none other than political ads. They’ve always been a powerful force in shaping public opinion and swaying election outcomes in the United States.

From the black-and-white television spots in the 1950s to the viral social media ads of today, these political ads have been thoughtfully crafted to shape public opinion and give life and a persona to the candidates. Of course,  campaign promises and policy debates still matter, but there are some amazing political ads that literally swayed elections!

Here are the most iconic political commercials in American history. Ads that didn’t just sell a candidate but totally changed the results of elections. Each example shows us how political ads become cultural landmarks and how they score points for the candidates.

It’s 3 A.M.

It was 2008, the presidential race was more heated than ever, and Hillary Clinton’s campaign released the now-iconic “3 A.M.” television ad. This was meant to challenge Barack Obama’s readiness for the presidency.

The ad was simple and showed a phone ringing in the White House during a crisis. Then it depicts kids sleeping and a narrator who asks questions about whom voters should trust to answer the call. This was meant to highlight Clinton’s experience and question Obama’s abilities.

This is one of the most powerful political ads and was conceived by strategist Mark Penn. He wanted to create an ad that resonated with those who were concerned about leadership during uncertain times. Even more, the ad was present in key states such as Ohio and Texas, where Clinton secured significant victories. This demonstrated the ad’s ability to sway public opinion.

Obama’s campaign swiftly responded with its own ad, questioning Clinton’s judgment, particularly her vote for the Iraq War. Despite the controversy, the “3 A.M.” ad became a defining moment in the primary, illustrating the impact of strategic messaging in political campaigns.

Daisy

In the 1964 presidential race, Lyndon B. Johnson’s campaign released the “Daisy” ad, a 60-second television spot that would forever change political advertising. This is one of the most iconic political ads, and it starts with a young girl who is counting daisy petals in a field, and soon after her innocent voice is replaced by a fear-inducing missile launch countdown that culminates in a nuclear explosion. The Johnson’s voice says, “These are the stakes: to make a world in which all of God’s children can live, or to go into the dark.”

It aired only once on September 7, 1964, during NBC’s “Monday Night at the Movies,” but this didn’t stop it from becoming the monster ad that we still recognize today. This ad never directly named the Republican opponent, Barry Goldwater, but managed to skillfully insinuate that his election could lead to nuclear catastrophe.

This one of the political ads is recognized as the ace in the hole that contributed to Johnson’s landslide victory and is considered a turning point in political campaign strategies.

Willie Horton

In the 1988 U.S. presidential election, the “Willie Horton” ad became one of the most controversial political ads ever created. Produced by the National Security Political Action Committee, the ad presented William R. Horton, an African American man serving a life sentence in Massachusetts who, during a weekend furlough program, committed assault, armed robbery, and rape.

The aim of the ad was to attack the Democratic candidate Michael Dukakis, who was then the governor of Massachusetts. This piece of media wanted to present him as lenient on crime due to his support of the furlough program.

The ad never explicitly mentioned race, but it used Horton’s image to evoke fear and also played into racial stereotypes, suggesting that Dukakis’s policies endangered public safety. The Bush campaign, led by strategist Lee Atwater, took advantage of the ad’s impact and capitalized on it by saying that, until the end of the presidential race, people would start to think that Horton was Dukakis’s running mate.

The ad had a big impact on public opinion and helped George H.W. Bush win the election. But it also drew a lot of criticism for its racial implications and is often used as an example of negative propaganda that takes advantage of people’s concerns.

Smoking Man

Back in 2012, the campaign of the  Republican candidate Herman Cain released one of the weirdest political ads ever. It was a peculiar and attention-grabbing video featuring his chief of staff, Mark Block.

The ad was straightforward, and the message delivered by Block was the same. He manifests his support for Cain clearly, and all of this concludes with an unexpected moment. Block starts to take a long drag from a cigarette while the song “I Am America” plays in the background.

This was an unconventional approach, and as a result, it quickly became viral. It triggered discussion and confusion. The whole country was talking about it. Some critics thought the smoking scene was an arrogant message against political correctness, while others said it was a foolish attempt to be real. Block eventually said that the spot was meant to show off the campaign’s unique personality and connect with voters who are bored of the usual political messages.

Morning in America

In 1984, President Ronald Reagan’s re-election campaign brought us the “Prouder, Stronger, Better” ad, widely known by its memorable opening line, “It’s morning again in America.”

This is one of the short political ads lasting only 60 seconds. But this minute managed to make history, and this is why we are still talking about it today. The spot was crafted by the advertising executive Hal Riney and depicted some casual but beautiful images of Americans starting their day, going to work, getting married, and buying a home. All of this was also accompanied by Riney’s memorable narration.

The commercial tried to make people feel hopeful and that the country was going through a moment of rebirth. It said that Reagan’s leadership had helped the country get out of a bad economy and into a time of hope and prosperity.

“Morning in America” used a different approach than the harsh attack ads that are typical in political elections. It employed pleasant images and themes. This strategy worked with voters, making Reagan look like a strong and positive leader. The commercial had a big effect, helping Reagan win by a huge margin against Walter Mondale, the Democratic candidate.

As you can notice, political ads have long shaped the American election, each one in its own unique way. From the haunting imagery of the “Daisy” ad to the optimistic tones of “Morning in America,” we’ve seen it all.

Political ads are made to enter the emotional realm of the voters and help them get a better idea of what the candidate is promoting. They tap into voters’ emotions, fears, and aspirations, often leaving lasting impressions that transcend election cycles. What is interesting is that research from Yale tells us that television ads may have minimal influence on voters’ decisions.

Do you want to read more about this? Political Ads Impact by Ocean Ecosoft is a good resource!

You should also read: The Impact of Social Media on Political Campaigns