The World: Boston - Creator of 'negative' political advertising dies

Tony Schwartz, the media consultant who helped to create the mould-breaking and highly controversial "daisy" commercial during Lyndon Johnson's 1964 presidential campaign, has died aged 84.

The 60-second spot, produced by DDB, exploited Cold War anxieties and created uproar when it was screened. Nevertheless, it is credited with ushering in the era of negative political advertising that remains to this day.

The commercial featured a small girl counting as she plucked petals from a daisy. An older voice took over the counting which culminated in an atomic explosion. A voiceover warned: "We must either love each other or we must die."

During his career, Schwartz also worked on ads for Jimmy Carter and Bill Clinton.


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