Just learned about Tony Schwartz, the advertising “guru” and “muscleman” who came up with extremely powerful political ads as well. He is credited for single handedly scaring the tobacco industry off of television. Here’s a long audio talk which stresses his techniques, particularly in the use of powerful audio:
I’m also going to try and find this 1989 film by Schwartz: Guerrilla Media: A Citizen’s Guide to Using Electronic Media for Social Change
His 1964 girl counting daisies / nuclear countdown — which only ran once — is credited for defeating Barry Goldwater (who was arguing for the use of atomic weapons at the time). Schwartz had the closest thing to integrity that anyone is likely to find in the advertising industry: If he didn’t believe in it, he wouldn’t do it.