Worst Campaign Ever?

The GOP presidential campaign of 2008 will certainly be one that historians discuss for years to come. But not in the way that some Republicans had hoped for when they selected an experienced maverick, loved by the media, to face off against an inexperienced African-American who had trouble vanquishing his opponent in the primaries. (Click here for reader response on this article.)

To be fair, the odds were stacked against any Republican. The economy has suffered while the incumbent president was phenomenally unpopular. Democrats were well organized and well financed. They found, in Barack Obama, an exceedingly charismatic and dynamic candidate.

But nothing is inevitable in American politics. A strong campaign, combined with the issue of race and fears about Obama's inexperience, could have produced a different outcome.

History is filled with examples of campaigns marked by bad decisions and poor performances that undermined their chances of victory. In 1964, Republican Barry Goldwater made statements that allowed President Lyndon Johnson to depict him as a candidate too far out of the American mainstream. Eight years later, Richard Nixon returned the favor to Democratic Sen. George McGovern, who had put together a campaign that appealed to the New Left and other activists inspired by 1960s activism but failed to bring in traditional Democratic constituencies such as organized labor. In 1988, Democrat Michael Dukakis was the proverbial deer in the headlights when Republican Vice President George H.W. Bush and his team redefined the technocratic Massachusetts Democrat into an extreme card-carrying ACLU liberal who let out murderers on weekend furloughs. Bush then stumbled in 1992 with his tin ear about the economic recession. In 1996, Republican Robert Dole ran a lethargic campaign that emphasized nostalgia and suspicion while President Bill Clinton ran around the country boasting about peace and prosperity. During the last election, Sen. John Kerry didn't adequately defend himself against "Swift-Boat" attacks.

But Team McCain ran a campaign that ranks on the bottom of this list. This was an aimless and chaotic operation made worse by poor choices at key moments. Their first mistake was picking Gov. Sarah Palin. Though in the first week following her selection, Palin energized the conservative base of the GOP, she became a serious drag on the ticket. This turned into one of the worst picks since McGovern selected Thomas Eagleton, a Missouri senator who withdrew after revealing that he had gone through electroshock therapy and suffered from "nervous exhaustion." By picking Palin, McCain simultaneously eliminated his own best argument against Senator Obama—the limited experience of his opponent—while compounding his own most negative image, that of someone who was erratic and out of control. The pick also fueled the feeling that grew throughout September and October that the Republican candidate was willing to take any step necessary to win the campaign. The Palin pick made every decision that followed seem purely political.

The second mistake was going dark. McCain missed the biggest lesson of the Reagan Revolution: conservatives usually do best when they appeal to America's optimism and develop a positive campaign around a vision for the country. President George W. Bush understood this in 2000, stressing compassionate conservatism, and in 2004 he couched his candidacy in an optimistic argument about how the Bush Doctrine could strengthen America against terrorism and restore the kind of security that seemed lost after 9/11.