In the 1964 Presidential campaign, Barry Goldwater used the slogan "In your heart you know he's right". Goldwater had taken a lot of heat from his opponent and the media who labeled him an extremist. This slogan was intended to convince voters that the "extremist" label was unwarranted and that his views were not that different from their own. It was, apparently, unsuccessful as Goldwater carried only 38.5 percent of the vote, losing to Lyndon B. Johnson in a landslide.