Anti-War TV

Anti-War Group Revives “Daisy” Ad Campaign, January 15, 2003

From AP:

“Revisiting one of the most effective television commercials in the annals of U.S. politics, a grassroots anti-war group has produced a remake of the ‘Daisy’ ad, warning that a war against Iraq could spark nuclear Armageddon.

The provocative 30-second commercial - released to the media Wednesday and appearing in 12 major U.S. cities on Thursday at a cost of $400,000, was prepared with the help of thousands of donations to the Internet-based group MoveOn.org.

The original Daisy ad aired only once, during the 1964 presidential race. Produced by the campaign of incumbent Lyndon B. Johnson, it depicted a 6-year-old girl plucking petals from a daisy - along with a missile launch countdown and then a nuclear mushroom cloud. The suggestion was that if elected president, Republican Barry Goldwater might lead the United States to a nuclear war with the Soviet Union. Goldwater lost by a wide margin.

The 2003 version follows the same format, with an added montage of scenes of military escalation: burning oil wells, tanks in the battlefield, wounded soldiers, chaotic protests in a foreign city and an ambulance racing through U.S. streets. Then, a similar mushroom cloud, and the screen goes to black, with a dire warning: ‘War with Iraq. Maybe it will end quickly. Maybe not. Maybe it will spread. Maybe extremists will take over countries with nuclear weapons. Maybe the unthinkable.’

Then, another ‘10... 9... 8...,’ countdown, and a final message: ‘Maybe that’s why the overwhelming majority of Americans say to President Bush: let the inspections work.’

MoveOn.org’s leaders hope the ad will enliven the debate on the specter of war - and persuade Americans to oppose a military solution in Iraq.

‘We’re playing with matches in a tinderbox,’ Eli Pariser, MoveOn.org’s international campaign director said. ‘We wanted to run an ad that would highlight that very real possibility and help encourage a national discussion about the consequences of war.’”

MoveOn was started in 1998 by a couple of guys in Silicon Valley as an online petition encouraging Congress to resolve the long running investigation and impeachement proceedings of President Clinton. Their email list has since grown to 600,000 users, and the org now solicits contributions for its Political Action Committee, MoveOnPAC, whose campaign contributions “provide financial support to congressional candidates who embrace moderate to progressive principles of national government. Our intention is to encourage and facilitate smaller donations to offset the influence of wealthy and corporate donors.”

On the ad:

“In December, we asked members to contribute $27,000 for a print ad in the New York Times. Within days, we had more than $400,000 committed to our ad campaign. This allowed us to do several print ads, including an ad in USA Today. To follow up, we ran a radio ad created by Betsey Binet, one of our members. But once we saw the avalanche of support, we knew it was time to go to TV. Over the holidays, we worked on the spot you’ll see today. Our goal is to underline the risk of war and we’ve created a piece intended to provoke discussion and controversy....

The ad is airing on TV stations in Washington, DC, Los Angeles, San Francisco, Philadelphia, Chicago, Dallas, Miami, Boston, Minneapolis, Phoenix, Cleveland, Portland and Seattle. The ad buy is largely on cable networks, and will show heavily on public interest shows on channels such as CNN and MSNBC for the next week. At 10am today in each of these media markets, MoveOn volunteers will be running press conferences for the local media.”

A RealVideo version of the ad is up on their Web site.

It’s great to see the anti-war message breaking through the virtual ban on dissent in the mainstream media. I hope this will help create a space for the media to cover this weekend’s protests in D.C. and around the world.

The ad is also a good effort to try to show some of the consequences of the war on TV, but images of mushroom clouds don’t quite evoke the human cost for me. Cinematic explosions are pretty cheap these days. I suppose the zoom on the little white girl tries to do this by implication.

The message of the ad also seems a bit muddled. The ad urges Bush to “let the inspections work.” But then is it OK to go to war if the inspectons do in fact show Iraq in violation of UN resolutions? Wouldn’t the same costs apply if the U.S. attacked Iraq with the approval of the UN?