Peace, Little Girl ("Daisy")
A frame from the 1964 Johnson campaign ad. A girl counts petals as she pulls them from a daisy; a man's voice counts down and the picture cuts to a nuclear explosion. Johnson's voice says: 'These are the stakes: to make a world in which all of God's children can live, or to go into the dark.' Goldwater is never named. The harm is implied, not argued, and one remedy is offered: vote for Johnson.
- Date
- September 7, 1964
- Period
- Cold War
- Made by
- Lyndon B. Johnson presidential campaign (Democratic); agency Doyle Dane Bernbach with Tony Schwartz
- Region
- North America
- Country
- United States
- Medium
- Broadcast
- Issuer type
- Party
- Regime
- Johnson Administration
- Leader
- Lyndon B. Johnson
- Audience
- Domestic public
- Purpose
- Persuade or win support
- Themes
- Elections and party politics, War and the military
- Event
- 1964 US Election
- Techniques
- Fear appeal
- Source
- Identified Openly sourced: the speaker is who they say they are
- Source
- Wikimedia Commons, retrieved September 27, 2026
- Rights
- Public domain (published without a copyright notice, per Wikimedia Commons)
YouTube: "Daisy" Ad (1964): Preserved from 35mm in the Tony Schwartz Collection – View/save archived versions on archive.org
Text on the object
No printed or legible text on this object.
This frame (the girl counting petals in the field) carries no on-screen text, no title card and no lower-third caption. The ad is known to end on a text card naming Johnson, but that is a different frame from the one catalogued here and was not itself examined for this entry.
