Tony Schwartz

A little girl tugs petals from a daisy, counting them in the meandering, unordered way of a child just learning--until she is drowned out by a louder count, one that culminates in a mushroom cloud. Then Lyndon Johnson's voice: "We must either love each other, or we must die."

The famous "daisy" campaign ad--the brainchild of media consultant Tony Schwartz, who died June 15 at age 84--was shown just once, on Sept. 7, 1964. But its cultural shock waves persist. "There hadn't been an effective ad of that sort in the history of the presidency," says Kathleen Hall Jamieson, former dean...

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