Advertising: Making the Image

Hubert Humphrey's campaign staffers recently witnessed an advertising presentation that shocked them. As proposed for a minute-long TV spot, it featured Humphrey's countenance superimposed on a dart board. While an off-screen voice solemnly ticked off Hubert's achievements ("first to come out for open housing . . . first for disarmament . . . first for aid to education"), darts went winging in on the vice-presidential face to drive each point home.

To Manhattan's Doyle Dane Bernbach, which had been working on the Humphrey campaign since last May, the dartboard pitch had real...