Wednesday, 7 September 2022

peace, little girl (10. 113)

Although airing only once--on this day in 1964 (Labour Day and shown at a time when children would not be watching) as part of the US presidential campaign for incumbent Lyndon B Johnson—“Daisy” played an outsized role in his victory over the Republican party’s candidate Barry Goldwater as well as signaling a point of departure in political messaging. Aimed to emphasise Goldwater’s inclination to use nuclear weapons in Vietnam and stance against disarmament and re-enforce Johnson’s pacifist approach, the advertisement depicts child model and actor Monique Corzililus picking flowers in a meadow and counting, out of order, from one to nine, triggering a booming narrator to start a countdown, cutting to footage of a mushroom count and ending “The stakes are too high for you to stay home.” Corzililus, who also appeared in commercials for Velveeta, Kool-Aid and Prudential Life Insurance, was recruited in 2016 by Hilary Clinton for an advertisement against Donald Trump. Johnson’s voiceover that precedes the final exhortation “These are the stakes—to make a world in which all of God’s children can live, or to go into the dark. We must either love each other, or we must die” echoes the line of the W H Auden poem “September 1, 1939”—Hunger allows no choice / To the citizen or the police; / We must love one another or die.