Word: humphreyism
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Dates: during 1960-1969
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Five days ago Vice-President Hubert H. Humphrey told a group of Toledo housewives that if he were elected to the White House "it would be my policy to move toward a systematic reduction in American forces" in Vietnam. "I think we can do it. I am determined we can do it," he told them...
...Later Humphrey withdrew his statement after Clark Clifford stated the Administration had "no intention" of withdrawing troops "either by next June or at anytime in the foreseeable future." The Secretary of Defense added that "we have not yet reached the level of 549,500 troops set up by President Johnson" and that "we intend to continue to build toward that level...
...Manhattan's Doyle Dane Bernbach, which had been working on the Humphrey campaign since last May, the dartboard pitch had real impact. To the Humphrey people, it seemed more like subliminal sabotage. DDB dutifully went back to its storyboards, but not for long. Democratic Campaign Manager Larry O'Brien fired DDB, abruptly dumping the shop whose wry, whimsical ad techniques (Avis, Volkswagen) had worked so well for Lyndon Johnson in 1964. Humphrey's people called in Campaign Planners, a group formed largely of staffers from Lennen & Newell, the nation's 14th largest agency...
High Stakes. With only six weeks remaining before the voters go to the polls, the Democratic dustup leaves Campaign Planners pretty much last in the presidential image-making race. DDB had had a chance to air only a few commercials. The new Humphrey-Muskie group, which will run its first TV ad this week-fully a month after Chicago-faces competition that is already in high gear...
Everyone is trying to wring a bigger return from the tube. NBC sold nearly a dozen one-minute World Series spots to Nixon and Humphrey (at $40,000 per), only to run into the objections of Baseball Commissioner William Eckert, who complained that the fans should not be distracted by national issues during the national game. At week's end, Eckert decided to play ball. After all, officials of the Olympics, that bastion of amateurism, did not quibble when Nixon's camp bought some $500,000 worth of TV time to be aired during the Mexico City games...