1984 presidential campaign After losing the 1980 election, Mondale returned briefly to the practice of law at
Winston & Strawn, a large Chicago-based law firm, but he intended to return to politics before long. Mondale ran for the Democratic Party presidential nomination in the
Democratic presidential primaries preceding the 1984 election, and was soon the front-runner. His opposition included Reverend
Jesse Jackson and Senator
Gary Hart from Colorado. Hart won the
New Hampshire primary in March, but Mondale had much of the party leadership behind him. To great effect, Mondale used the
Wendy's slogan "
Where's the beef?" to describe Hart's policies as lacking depth. Jackson, widely regarded as the first serious African-American candidate for president, held on longer, but Mondale gained the nomination with the majority of delegates. At the
Democratic National Convention, Mondale chose
United States House of Representatives member
Geraldine Ferraro from New York as his running mate, making her the first woman nominated for that position by a major party. Aides later said that Mondale was determined to make a historic choice with his vice presidential candidate, having considered San Francisco Mayor
Dianne Feinstein (female and Jewish); Los Angeles Mayor
Tom Bradley, an African American; and
San Antonio Mayor
Henry Cisneros, a Mexican American, as finalists. Others preferred U.S. Senate member
Lloyd Bentsen of
Texas because he would appeal to the Deep South, or even nomination rival
Gary Hart. Ferraro, as a Catholic, was criticized by some Catholic Church leaders for being
pro-choice. Much more controversy erupted over her changing positions about the release of her husband's tax returns, and her own ethics record in the House. Ferraro was on the defensive throughout much of the campaign, largely negating her breakthrough as the first woman on a major national ticket. She was also the first Italian American to reach that level in American politics. When Mondale made his acceptance speech at the Democratic Convention, he said: "By the end of my first term, I will reduce the Reagan budget deficit by two‑thirds. Let's tell the truth. It must be done, it must be done. Mr. Reagan will raise taxes, and so will I. He won't tell you. I just did." While this was meant to show that Mondale would be honest with voters, it was instead largely interpreted as a campaign pledge to raise taxes to spend on domestic programs, which was unappealing to many voters. Mondale ran a
liberal campaign, supporting a
Nuclear Freeze campaign and the
Equal Rights Amendment (ERA). He spoke against
Reaganonomics and in support of reducing federal
deficit spending. However, the incumbent was popular, and Mondale's campaign was widely considered ineffective. Mondale was also perceived as supporting the poor at the expense of the middle class. In the first televised debate he performed unexpectedly well, which led many to question Reagan's age and capacity to endure the grueling demands of the presidency (Reagan was the oldest person to serve as president—73 at the time—while Mondale was 56). In the next debate on October 21, 1984, Reagan deflected the issue by quipping, "I will not make age an issue of this campaign. I am not going to exploit, for political purposes, my opponent's youth and inexperience." Mondale was defeated in a landslide, receiving 37,577,352 votes (40.6% of the popular vote), and winning only
Washington, D.C. and his home state of Minnesota (even there his margin of victory was fewer than 3,800 votes), securing only 13 electoral votes to Reagan's 525. The result was the worst electoral college defeat for any Democratic Party candidate in history, and the worst for any major-party candidate since
Alf Landon's loss to
Franklin D. Roosevelt in
1936.
Private citizen and ambassador Mondale returned to private law practice with
Dorsey & Whitney in Minneapolis in 1987. From 1986 to 1993, he chaired the
National Democratic Institute for International Affairs. During Bill Clinton's presidency, Mondale was United States Ambassador to Japan from 1993 to 1996. During his tenure, he oversaw the U.S. response to the
1995 Okinawa rape incident, when U.S. servicemen raped a 12-year old girl, with Mondale apologizing to Okinawa Governor
Masahide Ōta. Mondale also chaired a bipartisan group to study
campaign finance reform and served as Clinton's
special envoy to Indonesia in 1998. Until his appointment as Ambassador to Japan, Mondale was a Distinguished University Fellow in Law and Public Affairs at the
Humphrey School of Public Affairs at the University of Minnesota. In 1990, he established the Mondale Policy Forum at the Humphrey Institute. The forum has brought together leading scholars and policymakers for annual conferences on domestic and international issues. Mondale spoke before the U.S. Senate on September 4, 2002, delivering a lecture on his service, with commentary on the transformation of the office of the vice president during the Carter administration, the Senate
cloture rule for ending debate, and his view of the future of the Senate. The lecture was a part of a continuing Senate "Leaders Lecture Series" that ran from 1998 to 2002.
2002 U.S. Senate election and beyond In 2002, Democratic Senator Paul Wellstone from Minnesota, who was running for reelection, died in a
plane crash 11 days before the November 5 election. Mondale replaced Wellstone on the ballot at the urging of Wellstone's relatives. The Senate seat was the one Mondale had held before resigning to become vice president in 1977. During his debate with the Republican nominee, former mayor of
Saint Paul, Minnesota Norm Coleman, Mondale emphasized his experience, while painting Coleman as right-wing partisan in-line with then-president Bush. Mondale unexpectedly lost the election, receiving 1,067,246 votes (47.34%) to Coleman's 1,116,697 (49.53%). Upon conceding defeat, Mondale said, "At the end of what will be my last campaign, I want to say to Minnesota, you always treated me well, you always listened to me." Mondale's loss in this election made him the first major party candidate to lose an election in every state. In 2004, Mondale became co-chairman of the
Constitution Project's bipartisan Right to Counsel Committee. He endorsed U.S. Senate member
Hillary Clinton of New York for president in
2008. On June 3, 2008, following the final primary contests, Mondale endorsed U.S. Senate member
Barack Obama of
Illinois, who had clinched the nomination the previous evening, and won the presidency. Following the
presidential election of 2004 and the midterm elections of 2006, Mondale is seen in the documentary
Al Franken: God Spoke talking with
Al Franken about the possibility of the latter running against Coleman for U.S. Senate in 2008. In the film, Mondale encourages Franken to run, but cautions him, saying that Coleman's allies and the Republican Party would look for anything they could use against him. Franken ultimately ran and won the
2008 Senate election by 312 votes, with Coleman contesting the election results until June 30, 2009. Mondale and U.S. Senate member
Amy Klobuchar stood with Franken in the
United States Senate chamber when Franken was sworn in on July 7, 2009. Mondale then stood again with U.S. senator Klobuchar when
Tina Smith was sworn in on January 3, 2018. He endorsed
Klobuchar's unsuccessful campaign for president in February 2019. ==Family and personal life==