One evening in early September 1964, a frightening commercial jolted 50 million Americans who were partway through watching “Monday Night at the Movies” on NBC. The ad began with an adorable three-year-old girl counting petals as she pulled them from a daisy. Then came a man’s somber voiceover, counting down from ten to zero. Then an ominous roar and a mushroom cloud from a nuclear bomb explosion.

The one-minute TV spot reached its climax with audio from President Lyndon Johnson, concluding that “we must love each other, or we must die.” The ad did not mention his opponent in the upcoming election, Sen. Barry Goldwater, but it didn’t need to. By then, his cavalier attitude toward nuclear weapons was well established.

Goldwater’s bestseller The Conscience of a Conservative, published at the start of the decade, was unnervingly open to the idea of launching a nuclear war, while the book exuded disdain for leaders who “would rather crawl on knees to Moscow than die under an Atom bomb.” Closing in on the Republican nomination for president, the Arizona senator suggested that “low-yield” nuclear bombs could be useful to defoliate forests in Vietnam.

His own words gave plenty of fodder to others seeking the GOP nomination. Pennsylvania Gov. William Scranton called Goldwater “a trigger-happy dreamer” and said that he “too often casually prescribed nuclear war as a solution to a troubled world.” New York Gov. Nelson Rockefeller unloaded with a rhetorical question: “How can there be sanity when he wants to give area commanders the authority to make decisions on the use of nuclear weapons?”

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So, the stage was set for the “daisy ad,” which packed an emotional wallop -- and provoked a fierce backlash. Critics cried foul, deploring an attempt to use the specter of nuclear annihilation for political gain. Having accomplished the goal of putting the Goldwater camp on the defensive, the commercial never aired again as a paid ad. But national newscasts showed it while reporting on the controversy.

Today, a campaign ad akin to the daisy spot is hard to imagine from the Democratic or Republican nominee to be commander in chief, who seem content to bypass the subject of nuclear-war dangers. Yet those dangers are actually much higher now than they were 60 years ago. In 1964, the Doomsday Clock maintained by experts at the Bulletin of the Atomic Scientists was set at 12 minutes to apocalyptic midnight. The ominous hands are now just 90 seconds away.

Yet, in their convention speeches this summer, both Donald........

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