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Tony Schwartz pioneered the concept of "resonance". Some of his most well-known work are his political ads. One of his TV ads for Lyndon Johnson's 1964 presidential campaign against Barry Goldwater was legendary. As a little girl picked petals off a daisy, a voice counted down from 10, followed by a nuclear explosion. Known as Daisy, this commercial is considered to be instrumental in Johnson's victory.

Another well-known political ad that is believed to have tipped an election are the anti-Dukakis, "Willie Horton" ads during the 1988 presidential campaign of Michael Dukakis and George Bush. Willie Horton was a convict serving time for murder in Massachusetts. When Dukakis was governor of Massachusetts, he escaped while on furlough and raped someone. This incident was alluded to in Republican ads, attempting to convince the public that Horton's escape showed that the Democrats were soft on crime. Like the Daisy ad, it is believed that the ad was instrumental in Bush's victory.