Book of strategy, scripts, storyboards, memos, notes, six- minute film strip featuring Mrs. Kennedy, and 15 five-minute television commercials. All media for this collection has been reformatted.

Maxwell ("Bud") Arnold was a member of the San Francisco advertising agency, Guild, Basrom & Bonfigli, Inc., that handled the campaign publicity. The firm began in 1948 and in 1965 was bought out by a New York agency. The client for the campaign publicity was the Democratic National Committee. It was the first time television was used in a presidential campaign. Arnold was the principal script writer.

2 Linear feet

Property rights reside with the repository. Literary rights reside with the creators of the documents or their heirs. To obtain permission to publish or reproduce, please contact the Public Services Librarian of the Dept. of Special Collections.

None.