from "Weekend Passes" ad It was April 1988 when Democratic Senator
Al Gore of
Tennessee was the first to mention the Massachusetts furlough program at a Democratic Primary. He cited the robbery-assault in Maryland without mentioning William Horton by name before posing this question to Michael Dukakis, "If you were elected President, would you advocate a similar program for federal penitentiaries?" The campaign manager for George Bush,
Lee Atwater had already been researching on William Horton with his team prior to Gore asking Dukakis about it at the debate: Republicans then eagerly picked up the issue after Dukakis won the Democratic nomination. Atwater said, "By the time we're finished, they're going to wonder whether Willie Horton is Dukakis's running mate." William Horton, in an article from
Playboy magazine in 1989, stated a woman claiming to be affiliated with an organization working with the Bush campaign called and wrote to him asking him to endorse Dukakis. In June 1988,
Republican candidate
George H.W. Bush seized on the Horton case, bringing it up repeatedly in campaign speeches. Campaign staffer
James Pinkerton returned with reams of material that Atwater told him to reduce to a
index card, telling him, "I'm giving you one thing: You can use both sides of the 3×5 card." Pinkerton discovered the furlough issue by watching the Felt Forum debate. On May 25, 1988, Republican consultants met in
Paramus, New Jersey, holding a focus group of "
Reagan Democrats" who had voted for
Ronald Reagan in 1984. These focus groups convinced Atwater and the other Republican consultants that they should '
go negative' against Dukakis. Further information regarding the furlough came from aide
Andrew Card, a Massachusetts native whom
President George W. Bush later named as his
Chief of Staff. Over the
Fourth of July weekend in 1988, Atwater attended a motorcyclists' convention in
Luray, Virginia, where the Horton story featured in the July issue of ''
Reader's Digest'' was mentioned by diners in Brown's Chinese-American Restaurant. Atwater joined the conversation without mentioning who he was. The ad was run as an
independent expenditure, separate from the Bush campaign, which claimed not to have had any role in its production. The ad referred to Horton as "Willie", although he later said he had always gone by William: The fact is, my name is not 'Willie.' It's part of the myth of the case. The name irks me. It was created to play on racial stereotypes: big, ugly, dumb, violent, black — 'Willie.' I resent that. They created a fictional character — who seemed believable but did not exist. They stripped me of my identity, distorted the facts, and robbed me of my constitutional rights. On October 5, 1988, a day after the "Weekend Passes" ad was taken off the airwaves and the day of the
Bentsen–
Quayle debate, the Bush campaign ran its ad, "
Revolving Door," which also attacked Dukakis over the weekend furlough program. While the advertisement did not mention Horton or feature his photograph, it depicted a variety of men walking in and out of prison through a revolving door. The controversy escalated when vice presidential candidate
Lloyd Bentsen and former Democratic presidential candidate and
civil rights leader
Jesse Jackson called the "Revolving Door" ad
racist, a charge which was denied by Bush and campaign staff. Despite the denial that race was a factor in the ad, studies show that racial prejudice was increased after witnessing the ad and the ad influenced viewers to support harsher criminal laws. Throughout most of the campaign, the Horton ad was seen as focusing on criminal justice issues, with neither the candidates nor journalists mentioning a racial component. Near the end of the presidential campaign—on October 21, 1988—Democratic primary runner-up
Jesse Jackson accused the ad's creators of playing upon presumed fears of some voters, in particular those harboring stereotyped fears of blacks as criminals. From that point on, race was a substantial part of the media coverage of the ad itself and the campaign. Some candidates continued to deny it, and most commentators at the time felt it was not. On October 22, in an attempt to counter-attack, Dukakis's campaign ran an ad about a convicted heroin dealer named Angel Medrano who raped and killed a pregnant mother of two after escaping from a federal correctional
halfway house. In 1990, the
Ohio Democratic Party and a group called "Black Elected Democrats of Ohio" filed a complaint with the
Federal Election Commission alleging that NSPAC had coordinated or cooperated with the Bush campaign in airing the ad, which would make it an illegal
in-kind campaign contribution. The investigation by the FEC, including deposition of officials from both organizations, revealed indirect connections between McCarthy and the Bush campaign (such as his having previously worked for Ailes) but found no direct evidence of wrongdoing. The investigation reached an impasse and was eventually closed with no finding of any violation of
campaign finance laws. Dukakis said in 2012 that while he initially tried to ignore the ad during the 1988 campaign, two months later he "realized that I was getting killed with this stuff." In December 2018, after Bush's death, the ad was again highlighted by political commentators.
Ann Coulter described his Willie Horton ad as "the greatest campaign commercial in political history," claiming that it "clearly and forcefully highlighted the two presidential candidates' diametrically opposed views" on crime. Many other commentators have remarked that the Bush presidency, back to the campaign's Horton advertisement, stoked racial animosity, and suggested the ad itself was
race-baiting, as Horton's race is still a key part of public awareness of the ad. Later, Horton apologized to Dukakis for "the role I played in him losing the election." ==See also==