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Monique Luiz

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Monique Luiz
Monique Luiz Daisy Ad.jpg
Still from the "Daisy" political advertisement
Born
Monique M. Corzilius

(1961-05-03) May 3, 1961 (age 60)
Pine Beach, New Jersey, U.S.
Known for"Daisy"

Monique Luiz (née Corzilius; born May 3, 1961), also known as "Daisy Girl" or "Peace, Little Girl", is an American former child model best known for starring in the Daisy advertisement, part of the incumbent president Lyndon B. Johnson's re-election campaign. Working under the stage name Monique Cozy, her first commercial came at age two. She appeared in advertisements for various American companies like Kodak, Velveeta and Prudential Insurance. She moved to France in 1975, where she remained until her adulthood, and returned to the US in 1983. She appeared in the 2014 documentary Bombs Away, and was enlisted by the 2016 Democratic presidential nominee Hillary Clinton to appear in a "sequel" for her presidential campaign against Donald Trump.

Early life and "Daisy"[]

Monique M. Corzilius was born on May 3, 1961, and raised in Pine Beach, New Jersey, the youngest of the three children of Fred and Colette Corzilius. During her childhood, her mother took her to child acting auditions in New York City. Working under the stage name Monique Cozy, her first commercial came at age two, modeling in a print advertisement for Lipton soup. She appeared in ads for Kodak, Velveeta, Prudential Insurance and various other products.[1][2][3]: 57–60 

The "Daisy" advertisement, runtime – 60 seconds

In 1964, she was selected to act in the "Daisy" advertisement, part of the incumbent president Lyndon B. Johnson's re-election campaign against Senator Barry Goldwater. The main concept of "Daisy" was to broadcast Johnson's anti-war and anti-nuclear positions and contrast them against opponent Barry Goldwater's support of nuclear weapons in the Vietnam War.[4][5][6]: 737–738  The ad began with Corzilius standing in a meadow, picking petals of a daisy and counting from one to nine.[7]: 157  She skipped a few numbers and repeated some twice. After various takes, it was decided that a miscount might be more appealing to the voters.[8] After she reaches "nine", a booming male voice is then heard counting the numbers backward from "ten", similar to the start of a missile launch countdown.[9]: 12  The scene then cuts to footage of mushroom clouds following a nuclear explosion, and the final frame reads "Vote for President Johnson on November 3[rd]" (written in all caps), then adding, "The stakes are too high for you to stay home."[10]: 186 

Her parents were unaware that it was a political commercial.[2][11] She was paid $105 (equivalent to $876 in 2020) for acting in "Daisy".[8] The ad was aired at 9:50 p.m. EST on September 7, with the idea that most of the young children would be asleep, leaving their parents watching the television, and eventually be manipulated to visualize their child in the role of Corzilius.[12]: 2  Although aired only once, it was soon considered one of the most popular and controversial political advertisements.[13] Corzilius was later depicted on the cover page of the September 25 issue of Time magazine.[14] She continued to appear in television and print advertisements for several years following "Daisy". In 1967, she appeared in an ad for Kool-Aid Popsicles.[2][3]: 57–60 

Aftermath and later life[]

In 1975, Corzilius moved with her parents to Philippsbourg, France, where she remained until adulthood, eventually marrying Manuel Luiz before returning to the US in 1983.[2][3]: 57–60  Upon her return, Monique Luiz settled in Phoenix, Arizona, two miles away from the street where Senator Goldwater lived.[8][15] She did not see the "Daisy" commercial until the 2000s, when she searched for it on the Internet.[2][8] Another child actor, Birgitte Olsen, falsely claimed that she was the child actor in the commercial.[16] Monique's Portuguese husband Manuel was naturalized as a U.S. citizen around 2011.[8][15] She works as a human-resources supervisor at a Phoenix bank.[2] She appeared in the 2014 documentary Bombs Away about the 1964 presidential election and its role in ushering "in a new age of highly negative television advertising".[17][18]

While campaigning for the 2016 presidential election, Democratic nominee Hillary Clinton enlisted Monique to appear in a "sequel" for her unsuccessful presidential campaign against Donald Trump.[1][19] The ad featured Luiz introducing herself, in voice-over with footage from the original "Daisy" ad. She said "The fear of nuclear war that we had as children, I never thought our children would ever have to deal with that again. And to see that coming forward in this election is really scary."[20][21] The spot was aired during the commercial breaks of evening newscasts in Arizona, Florida, Iowa, Nevada, New Hampshire, North Carolina, Ohio, and Pennsylvania.[22]

See also[]

References[]

  1. ^ a b Nowicki, Dan (September 7, 2014). "'Daisy Girl' political ad still haunting 50 years later". USA Today. Archived from the original on May 11, 2020. Retrieved November 6, 2016.
  2. ^ a b c d e f Nowicki, Dan (September 6, 2014). "'Daisy Girl' political ad still haunting 50 years later". The Arizona Republic. Archived from the original on August 11, 2021. Retrieved September 12, 2021.
  3. ^ a b c Mann, Robert (2011). Daisy Petals and Mushroom Clouds: LBJ, Barry Goldwater, and the Ad That Changed American Politics. LSU Press. ISBN 978-0-8071-4293-6.
  4. ^ Hall, Jane (November 12, 1989). "Bill Moyers Holds a Mirror Up to America : The veteran journalist airs his views on tabloid TV, celebrity journalism and dramatic reenactments". The Los Angeles Times. Archived from the original on August 11, 2021. Retrieved September 12, 2021.
  5. ^ Little, Becky (September 15, 2015). "6 Presidential Campaign Slogans That Fell Flat". History. Archived from the original on August 10, 2021. Retrieved September 12, 2021.
  6. ^ Newman, Bruce I. (1999). Handbook of Political Marketing. SAGE Publications. ISBN 978-0-7619-1109-8. LCCN 99006226. OL 16949539M.
  7. ^ Twitchell, James (2000). Twenty Ads That Shook the World. Crown Publishing Group. ISBN 978-0-609-60563-9. LCCN 99042477. OL 7585663M.
  8. ^ a b c d e Daly, Michael (March 19, 2012). "A Grown 'Daisy Girl' Recalls Her Infamous Attack Ad". Newsweek. Archived from the original on December 24, 2020. Retrieved September 12, 2021.
  9. ^ Altschuler, Bruce E. (1990). LBJ and the Polls. University of Florida Press. ISBN 978-0-8130-1894-2. OL 1876555M.
  10. ^ Dallek, Robert (2004). Lyndon B. Johnson : Portrait of a President. Oxford University Press. ISBN 978-0-19-515920-2. LCCN 2003011360. OL 26362769M.
  11. ^ Greenberg, David (February 18, 2016). "How a Little Girl Beat Barry Goldwater". Daily Beast. Archived from the original on November 7, 2016. Retrieved September 12, 2021.
  12. ^ Bump, Allison (2014). "Peace, Love, and Nuclear Explosions". Iowa Journal of Cultural Studies. University of Iowa. Archived from the original on August 11, 2021. Retrieved August 10, 2021.
  13. ^ "When the Client Is a Candidate". The New York Times. October 25, 1964. Archived from the original on August 11, 2021. Retrieved August 11, 2021.
  14. ^ Rothman, Lily (September 7, 2014) [September 7, 1964]. "History's Most Infamous Political Ads". Time. Archived from the original on August 10, 2021. Retrieved August 10, 2021.
  15. ^ a b Hruby, Patrick (September 24, 2012). "Where Are They Now?: Daisy Girl". The Washington Times. Archived from the original on August 11, 2021. Retrieved September 12, 2021.
  16. ^ Kiley, David (June 18, 2008). "Daisy Girl revealed". Bloomberg. Retrieved August 11, 2021.
  17. ^ Sabato, Larry (October 7, 2014). "'Bombs Away' Tackles LBJ, Goldwater and 1964 Election". Sabato's Crystal Ball. University of Virginia. Archived from the original on May 2, 2021. Retrieved September 12, 2021.
  18. ^ "Bombs Away: Participants Biographies". Center For Politics. University of Virginia. Archived from the original on November 11, 2019. Retrieved September 12, 2021.
  19. ^ "Hillary Clinton enlists 'Daisy' from the 1964 ad to questions Trump on nukes". October 31, 2016. Archived from the original on November 1, 2016. Retrieved November 1, 2016.
  20. ^ Merica, Dan (October 31, 2016). "Hillary Clinton enlists 'Daisy' from the 1964 ad to questions Trump on nukes". CNN. Archived from the original on November 25, 2020. Retrieved August 11, 2021.
  21. ^ Nowicki, Dan (October 31, 2016). "The original 'Daisy Girl' returns for Hillary Clinton". The Arizona Republic. Archived from the original on August 11, 2021. Retrieved August 11, 2021.
  22. ^ Griffiths, Brent (October 31, 2016). "Clinton campaign invokes 'Daisy Girl' to attack Trump on nuclear weapons". Politico. Archived from the original on November 8, 2020. Retrieved September 12, 2021.

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