Peter Hart, a prominent Democratic pollster and focus group leader for three decades, was working for former vice president Walter F. Mondale, running that year for the Democratic presidential nomination against Sen. Gary Hart.
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Hart thumped Mondale in the New Hampshire primary, producing "a tsunami that swept over the Mondale campaign," Peter Hart remembers. "Gary Hart appeared on the cover of all three newsweeklies. Everything was Hart." He was sent to Georgia, site of the next, suddenly crucial, primary to test a commercial attacking Hart before a focus group.
"I tested this negative ad and everybody in the focus group booed. I spent the whole session hearing how Hart was new and young and marvelous and Mondale was everything else. About 80 minutes into the session I realized I had nothing" to help Mondale.
"So I turned to them and said, 'Let me give you a situation. Imagine the country is in a terrible recession, unemployment is rising, it's very bad. Who do you want as president?' All 12 people wanted Hart. 'He's young, vibrant, he'll get the country moving again.' Mondale? 'Old, stale, tired, part of the old way of doing things . . .' Then I said, 'Imagine the country in an international crisis -- not a nuclear war but a serious crisis, when the red phone is being used. Who would you want as president? Twelve hands went up for Mondale. 'He's tested, he's stable, he's mature, he's seasoned, well versed, et cetera.' And Hart? 'Rash, new, untested . . .' "
Hart reported these reactions to the Mondale campaign, which quickly produced a new television commercial featuring a red telephone with a flashing orange light. A narrator intoned:
"The most awesome, powerful responsibility in the world lies in the hand that picks up this phone. The idea of an unsure, unsteady, untested hand is something to really think about. This is the issue of our times. On March 20, vote as if the future of the world is at stake. Mondale. This president will know what he's doing. And that's the difference between Gary Hart and Walter Mondale."
Mondale won in Georgia, and kept this ad on the air in all the states that later held primaries. "The Hart people never had an answer to it," Peter Hart recalls.