Digital publisher Quartz and others recently brought attention to a 1964 political ad that seemed especially prescient as Donald Trump began to close in on the GOP presidential nomination. Fifty-two years later, Hillary Clinton's campaign has effectively remade the same ad in its latest broadside against Trump on the eve of this year's GOP convention in Cleveland.
In the original spot, created by Lyndon B. Johnson's re-election campaign, lifelong moderate Republican Bill Bogert explained why he could not in good conscience vote for an "irresponsible" candidate like 1964 GOP nominee Barry Goldwater, stating, "This man scares me."
In the newer and far shorter ad, Bogert again serves as a stand-in for moderate Republicans turned off by their party's nominee for president. In order to reinforce the similarities between 1964 and 2016, he repeats many of the same lines he used to describe Goldwater more than five decades ago.
The spot hits airwaves today as Trump begins to introduce supporters to his newly chosen running mate, Indiana Gov. Mike Pence, and attempts to pivot to the general election after a long and at times chaotic primary season. The ad also arrives as the GOP begins its first convention without any of its most recent presidents or presidential nominees. John McCain, Mitt Romney, Jeb Bush, George W. Bush and George H.W. Bush have all announced they will skip the event, leaving Bob Dole as the only living Republican nominee in attendance.
Clinton's campaign hasn't revealed the creative team behind the ad. It's worked with Droga5 on various ads including last week's effort, which portrayed Trump as a negative influence on children. But sources confirmed that Droga5 did not work on the "Confessions of a Republican" reboot.
Various parties also told Adweek the campaign reached out to several creative agencies including San Francisco's Venables Bell & Partners in recent months for potential work. Clinton's press team has not yet responded to queries regarding the spot.