Alex Massie at The Debatable Land has been digging through the video archives of the Museum of the Moving Image at The Living Room Candidate. It’s a website devoted to historical campaign commercials, and “contains more than 300 commercials, from every presidential election since 1952.” And he’s come up with some true gems.

There’s classics like the relentlessly cheerful, ferociously flirty lounge singer doing her thing for Adlai Stevenson: “I love the Gov!“. (Sarah Palin didn’t invent the polit-power of the wink, you know.) There’s a bit of scare-mongering anno 1992 that made Massie quip, “Verily, Arkansas is a land visited by the Four Horsemen of the Apocalypse”. There’s a Barry Goldwater ad that starts off with 30 seconds of cult mayhem that would suit the best of Russ Meyer movie trailers; any moment you expect a warning about She-Devils on Wheels.

A strong contender for the most amazing find is the surprisingly psychedelic, hippie-go-lucky sing-a-long “Nixon Now” from 1972. An eerie illustration of the ad world’s reality inversion … catchy, though. (Weirdly enough, Nixonnow.com now is the website of a watch brand.) That one is overwhelmed still in the cutesy stakes by “the jaunty music and the fab 70s kitsch” of a Ford commercial from four years later – and much of it could have been a seventies ad for the car brand. (Bonus feel-good points for the unabashed inclusion of sundry happy ugly people: no shame of the natural back then! It’s like walking into a remote Slovak village.)

Meanwhile, there’s plenty of relativation, too. You thought Hillary’s 3 AM ad was an outrageous bit of scare-mongering? Ha! Nixon would have shown her a thing or two. You think McCain’s panders to evangelical America are worrying? Carter offered the real thing. Imagine the outcry if Republicans would air ads like those today.

But two of the ads Massie dug up stand out. Two videos that evoke distant eras, and yet are as topical as ever before. In fact, the Obama campaign could run touched up versions of them right now.