Nine Key Moments : 1988 Campaign

(2 of 8)

The Dole campaign was sitting tight. At a strategy session on the Wednesday before the primary, it was decided not to use negative ads. By Saturday, Richard Wirthlin's tracking polls showed Dole going from 5 points behind to 5 points ahead, and at one juncture Wirthlin referred to Dole as "Mr. President." The Dole campaign was unable to put together a new ad in time to get it on the air over the weekend. When they wanted to use an old ad, they were told that the air slots were already filled.

Bush won New Hampshire by 10 points. The timing of the "Straddle" ad was crucial. "It wasn't because we were geniuses or anything," Atwater said later. "It was just because the decision came so late that it worked out that way."

2 Dukakis comes to Koch seeking help, but luckily Hizzoner anoints Gore instead

After running a disappointing third in Iowa, Michael Dukakis had won New Hampshire, then captured Texas and Florida on Super Tuesday. His bland but upbeat style had outlasted all of his opponents except Al Gore and Jesse Jackson. New York State was the last hurdle: either Dukakis would win and eliminate Gore, or the nomination would be up for grabs. Dukakis decided he needed the endorsement of New York City Mayor Ed Koch.

When Mike and Kitty came calling at Gracie Mansion one night a week before the primary, Koch served his favorite chocolate-chip cookies -- the same ones, he told them, that he had pressed on Mother Teresa. Dukakis talked with the mayor for 40 minutes. Koch was polite but distant. He asked about Jackson, and Dukakis responded with the usual boiler plate about disagreeing with Jackson on some issues but treating him with respect. Koch was not pleased. Only a week earlier Koch had, with his grating candor, said any Jew would be "crazy" to vote for Jackson. Just before the end of the discussion, Kitty interrupted. "Ed," she said, "if you want to go with a winner, you go with - this guy."

Gore, during his low-profile session with Koch, played the charming tutorial student. He allowed that no matter whom Koch endorsed, he hoped they would remain friends. Koch smiled. That was precisely what he had once told former New York Governor Hugh Carey. Gore replied he knew that, having just read Koch's memoirs. Koch smiled again. A contrarian by nature, Koch surprised his advisers by choosing Gore.

Lucky for Dukakis. At the endorsement ceremony, Koch spent less time praising Gore than attempting to bury Jackson. Standing like an uncomfortable visiting nephew at Koch's side, Gore was splattered by the flying mud. On primary day, he got only 10% of the vote, thus assuring Dukakis the nomination.

3 At a strategy summit in Maine, Bush reluctantly decides to accentuate the negative

Memorial Day weekend was scheduled to be the Bush campaign's holy synod, a meeting of all the chosen at Kennebunkport, Me. Things were not going well; Dukakis had a 10-to-12-point lead. Dukakis was gaining stature by beating Jackson week after week, Bush seemed like a gawky figure on the sidelines. Bush was still campaigning on the Reagan agenda. He felt an inability to assert himself until the convention, when the torch would pass from Reagan to him.