[[caption-width-right:250:{{Tony Blair}}'s three priorities: Education, education, [[BreadEggsMilkSquick YOUR SOUL]].]]

-> ''"What you do in advertising is you get your can of soup, and you hold it up to the audience and say 'It tastes great, it's full of iron, fiber and vitamins, you should buy some'. What we do in politics is hold up the other guys' can of soup and say 'It's poison, it'll kill you!'"''
-->-- '''Petro Georgiou''', quoted on ''[[TheGruenTransfer Gruen Nation]]''

A [[ScareCampaign Scare Campaign]] is a political advertising campaign based around the terrible things the other party or candidate will do if they get into/retain power. This is based around the idea that a voter who is on the fence is more likely to believe negative messages about one's opponent than positive messages about oneself. Studies have shown this to be one of the most effective types of political campaigns.

Naturally, political candidates will believe that many of their opponents' policies are wrong; that's why they're opponents. And in some sense, tearing down the opponent's position is just as important as building up your own. But let's face it: the vast majority of Scare Campaigns are about creating fear rather than debating. Most of them are based on wild conjecture, [[YouFailLogicForever playing up a candidate's links]] [[DamnedByAFoolsPraise to "bad people"]] [[HitlerAteSugar no matter how tenuous]], and sometimes just plain lies. Even when a valid point is made, expect the same creepy scary music and disturbing voiceover. This may even extend to DeliberatelyMonochrome techniques in the case of outrageous claims.

This trope is most popularly seen in RealLife in pure form. In fiction, a Scare Campaign will usually be played by for laughs by a goofy character, or deadly serious by a villainous one who seeks to use one to do dirty, evil things. Both of these portrayals are, naturally, based on the assumption that the audience ''knows'' the ScareCampaign is a dirty trick.

Compare [[ScareEmStraight Scare Em Straight]] for uncomfortable similarities, and expect copious amounts of [[StrawmanPolitical Strawmen Political]].

Be warned, however, of accidentally creating a StrawmanPolitical of your own by giving Scare Campaign examples which, in themselves, amount to a Scare Campaign. For this reason, please make sure to be specific in your examples, giving direct citations when possible. This is especially important with more extreme examples. When it comes to [[SeriousBusiness politics]], a simple "I am not making this up" just won't do.

Outside of the realm of politics, this is known as Fear Uncertainty And Doubt -- ''generally'' kept to business-to-business companies, it sees [[BrandX Established Company X]] spend more time telling you how Startup Company Y's similar product will make you lose money/customers/extremities rather than how their own products will ''make'' you money/customers/extremities.

Subtrope of PropagandaPiece. See Also: AttackOfThePoliticalAd, for fictional parodies and exaggerations.


[[folder: Australia ]]
* A particularly controversial example was the [[https://en.wikipedia.org/wiki/Children_Overboard_affair Children Overboard affair]], where Prime Minister John Howard openly alleged that boat people were throwing their kids into the ocean as an excuse to secure refugee status in Australia. Despite lack of evidence that kids were being thrown overboard, [[TheWarOnTerror 9/11 had only happened a few weeks earlier]], and the Howard government successfully cashed in on latent national security fears and portrayed the Opposition as soft on illegal immigration.
* In their late 2007 election campaign, Australians were subjected to both Labor ads about Howard and Costello wanting to take away even more workers' rights, and Coalition ads about "anti-business" unions running the country if Labor got in. Labor won, and analysts commented that Australians still seem to have respect for the union movement despite the Howard government's attempts to demonize them. ''Series/TheChasersWarOnEverything'', naturally, had [[http://uk.youtube.com/watch?v=XlN3Iv6K_2o something to say]] about it...
* An intra-party example came during the struggle for [[UsefulNotes/AustralianPolitics Liberal Party]] leadership between Malcolm Turnbull and Tony Abbott, with the moderate Turnbull saying that under Abbott, they would "become a fringe party of the far right". Abbott won.
* Par for the course every election actually. One would be hard pressed to find an ad that does not portray the opposition as [[EatsBabies baby eating,]] [[PaedoHunt child raping,]] [[ForTheEvulz thrill killing]] terrorists. The political attack ads in the ''VideoGame/GrandTheftAuto'' games are subtle in comparison.

[[folder: Canada ]]
* Facing the prospect of losing the 2015 federal election, Stephen Harper's Conservatives tried to pander to Islamophobes by pledging to ban Muslim women from wearing the niqab during citizenship ceremonies, denying Syrian refugees asylum for fear that they could be terrorists, and even setting up a telephone hotline for Canadians to report "barbaric cultural practices" by their immigrant neighbors. Despite polls showing that most Canadians agreed with Harper on the niqab issue, they saw the xenophobic ploy for what it was and ousted the already-unpopular Harper in favor of Justin Trudeau's Liberals.
** To a lesser extent, Justin Trudeau was subject to a relentless smear campaign by the Conservatives as an immature, intellectual lightweight, culminating in the slogan, "Just Not Ready." However, this campaign backfired considering that it lowered expectations about Trudeau so low in the public eyes, his first appearance in the 2015 federal election debates impressed many by how intelligent, articulate and charming, in short like his father, UsefulNotes/PierreTrudeau, he really was.
* In the 2008 Canadian general elections, the New Democratic Party ran ads against the Conservative Party and Bloc Quebecois, portraying them as corrupt authoritarians and useless good-for-nothings respectively, followed by scenes of GhibliHills while a voiceover explains the NDP platform.
** Of course, in Quebec, Bloc Quebecois won most seats and the NDP won only one - and that was solely on the strength of their local candidate.
** This is Stephen Harper's default tactic. The Conservative attack ads were attacks first on Stephane Dion (who is still a candidate in Saint-Laurent riding in Quebec), then Michael Ignatieff, and later Justin Trudeau. Some involved quoting magazine interviews from years back in which Ignatieff says he's an intellectual. Then, it cuts to Mr. Harper in his Blue Sweatervest of Family Values. By the 2015 campaign, Harper was so loathed by too much of the Canadian public that ads featuring him eventually had to begin with "It's not about me..." in order to promote the Conservative party.
** Dion's campaign had a lot of this on the Conservatives, including a pulled ad warning Canadians that Harper would bring soldiers to protect, er, subjugate Canadian cities. [[{{Narm}} Soldiers with guns]].
* In the 1993 Canadian federal election, the Progressive Conservatives ran an ad that (at least in popular perception) was a scare campaign targeted at the Liberal leader Jean Chrétien's facial disfigurement caused by his Bell's palsy, suggesting he would be a national embarrassment in the office of Prime Minister because of it. The Tories went from 169 seats to 2 in that election. The ad lost them ten percentage points in one day as Chretien leapt at the opportunity to give a speech about being a little guy who was InspirationallyDisadvantaged. Chretien would become Prime Minister as a result of the election and turned out to be [[BunnyEarsLawyer competent at the job despite his quirks]].
* Parodied by the Rick Mercer Report during the 2006 Canadian election - [[http://www.youtube.com/watch?v=-2E-r7MKNzU see here]]. There's a second one that accuses Stephen Harper of giving live grenades to children.
** [[http://www.ctv.ca/servlet/ArticleNews/story/CTVNews/20060502/toronto_commuters_060502/20060502 STEPHEN HARPER EATS BABIES]].
* The 2011 federal election was a bit less alarmist on all sides, as the Conservatives and NDP realized that they could both gain at the expense of the Liberals and the Bloc (which they did). As a result, it's a fair statement that this election had ''two'' winners, without ''too'' much mudslinging.
** There was little mudslinging between the Conservatives and the NDP. However, the entire Conservative strategy was essentially portraying the Liberal leader Michael Ignatieff as evil for having lived in the United States while teaching at Harvard.
* In 2003, the Progressive Conservative Party of Ontario accidentally released an overblown press release identifying the Liberal Party leader, Dalton [=McGuinty=], as an [[http://en.wikipedia.org/wiki/Evil_reptilian_kitten-eater_from_another_planet "evil reptilian kitten-eater from another planet"]]. [=McGuinty=] instantly responded with "I like cats" with a self-deprecating smile that charmed the public and caught a lucky break during a photo-op when a cat wandered to him and he got to pet it for the camera. The result is that he won the election with a solid majority.

[[folder: United Kingdom ]]
* As the page image shows, in the run up to the 1997 General Election in the U.K. the Conservative party opted for 100% NightmareFuel while trying to discredit the Labour Party. Their party political broadcast featured a pair of [[ByTheLightsOfTheirEyes giant, scowling red eyes]] following around the hard working UK public - glaring up at them from ATMs, frowning down at them from the sky, and (used in most of the billboard adverts) peering evilly out from the black gap between two red curtains. In the television adverts, a voice listed the scary, scary things the Labour party would do (like raising taxes) before repeating "New Labour -- New Danger". It's worth noting that the actual "dangers" were pretty run-of-the-mill political policies; it was campaign's ''presentation'' that was designed to make them as scary as possible.
** Labour retaliated by depicting the Conservatives as a pair of disembodied, grey, grasping hands, playing on the Conservatives' reputation for taking money and public spending from the working classes to fund the rich. In the end, Labour won in a landslide victory, but it probably wasn't due to their ad campaign -- most people agreed the Conservative one was more effective and scarier, but it didn't stop people from voting Labour for other reasons.
** Those were the toned down versions. Initially, Conservative posters gave the scary red eyes to Tony Blair, while Labour posters featured a literally two-faced John Major.
* The UK's new Conservative Government has pledged to overturn the ban on hunting with dogs, despite the majority of the country supporting the ban. Coincidentally there have been two incidents recently where children have been injured by foxes, and the pro-hunters and right-wing press have demonized both foxes and animal rights campaigners (including Queen's Brian May). Queue descriptions of savage attacks by animals stalking the streets in vast numbers on beautiful innocent babies (and cute kitties, puppies and bunnies), and some photos of [[strike:yawning]] snarling foxes. Animal rights campaigners were even accused of threatening the family of two of the victims, despite the police saying there was no specific threat; just some concerning comments.
** In February 2013, a London baby was attacked by a feral fox and lost a finger. The pro-hunting lobby and its sympathetic media ([[BritishNewspapers The Daily Mail]]) proclaimed this incident is a direct result of the hunting ban which has allowed foxes space to breed and become a real menace. No word from the Daily Mail as to how well a traditional fox-hunt might work in urban London, though.
* The 2010 election in the UK was a full on scare campaign from both sides. The Conservatives' big scare campaign centred around the disaster a hung parliament would be, and that a vote for anyone but them would be allowing Gordon Brown to stay in power. Labour's scare campaign centred around David Cameron actually being Margeret Thatcher in disguise and that if the Tories got into power it would mean disaster for the working classes whilst they favoured their rich and powerful friends, and again that a vote for anyone but Labour was a vote for [[strike:Thatcher]] Cameron. The BNP naturally claimed that they were the only party to prevent Britain becoming a Muslim country overrun by immigrants. The big focus of all parties' scare campaigns was the economy. The Conservatives said Labour had already ruined the economy and would just get the country more into debt and crippled under massive interest payments. Labour said the Tories would turn around their good work to begin the economic recovery and there would be another recession. The Liberal Democrats said that both parties were wrong and that their way was the best and most fair way to solve the economic problems. The minor parties said some things too, but nobody listened to them.
* Winston Churchill, prior to the 1945 election, claimed that Labour [[GodwinsLaw "would have to fall back on some form of a Gestapo"]] if elected. The comment went over very badly. Labour won by a landslide.
* Then there was the 2005 UK Independence Party (or UKIP) [[http://www.youtube.com/watch?v=UgfQwhKkVR8 Party Political Broadcast]] - a Euro Sceptic party - which portrayed the EU as a [[GiantSquid Giant Blue Octopus]] [[{{Kaiju}} attacking London]] with its CombatTentacles. This was coupled with ominous threats about how the EU was damaging British culture.
* [[http://en.wikipedia.org/wiki/Peter_Griffiths Peter Griffiths]], the Conservative candidate for Smethwick in the 1964 general election, ran on an anti-immigration campaign which featured the slogan [[http://www.guardian.co.uk/uk/2001/apr/27/race.world2 "If you want a nigger for a neighbour, vote Liberal or Labour"]]. Rather depressingly, he won.
** However, it must be noted that, according to TheOtherWiki, that wasn't really his campaign slogan and there is no evidence that his party was responsible for it. He was running on an anti-immigration plank and the slogan, which was erected around the area, benefited his campaign, although he wasn't responsible by it. Griffiths would later write his own book on the election, "''A Question of Colour. The Smethwick Election of 1964''".

[[folder: United States ]]
* The 1964 [[http://www.youtube.com/watch?v=ExjDzDsgbww "Daisy" ad]] for UsefulNotes/LyndonJohnson's campaign is probably one of the most famous -- and effective -- examples, and is often credited with Johnson's landslide victory over Barry Goldwater. It depicted a little girl picking off the pedals of a daisy, counting each one, before transitioning to the countdown for a nuclear test... with a man's voice with an accent surprisingly similar to Goldwater's ... and then a mushroom cloud.
-->'''Johnson:''' These are the stakes! To make a world in which all of God's children can live, or to go into the dark. We must either love each other, or we must die.\\
'''Announcer:''' Vote for President Johnson on November 3. The stakes are too high for you to stay home.
** The "Daisy" ad only aired one time, on NBC in prime time two months before the election, and was pulled by the Johnson campaign amid a storm of protest. The point had been made however, and (according to TheOtherWiki) some thought this was the Johnson campaign's strategy from the beginning.
* In [[https://en.wikipedia.org/wiki/Massachusetts_gubernatorial_election,_2006 the 2006 Massachusetts gubernatorial election]], GOP incumbent Kerry Healey blasted Democratic challenger Deval Patrick, a defense lawyer, for reversing the death sentence against a convicted killer. "Her approach is to protect the victims and Deval Patrick's approach is always to protect convicted criminals." This is, however, a defense attorney's ''job''. The ads blew up in Healey's face and Deval won by a landslide.
* The infamous [[http://en.wikipedia.org/wiki/Willie_Horton "Willie Horton" ad]] which became famous when [[UsefulNotes/GeorgeHWBush Bush the Elder]] used it to destroy Dukakis in 1988. Interestingly, it was first used by Senator Gary Hart in the primaries, and Bush the Elder merely borrowed the idea. And the first person to actually talk about Horton was Al Gore.
* Ted Kennedy's [[http://en.wikisource.org/wiki/Robert_Bork%27s_America "Robert Bork's America"]] speech was a scare campaign unto itself, albeit one specifically targeted at defeating a Supreme Court nominee in the Senate.
* The [[https://en.wikipedia.org/wiki/United_States_presidential_election,_2008 2008 presidential race]] was pretty much all about this. John [=McCain=] would like us to know that Barack Obama is an inexperienced loser who will let terrorists destroy America, while Obama would like to tell us how [=McCain=] would drive America straight into a ditch with [[UsefulNotes/GeorgeWBush Bush's]] same old policies.
** One of the more memorable and desperate-looking [=McCain=] ads [[https://www.youtube.com/watch?v=kjvzyFyMO-k showed]] an ominous narrator predicting what are meant to sound like life-threateningly high taxes while a shadow of the Capitol dome descends on a map of America and, then, a sleeping baby's face.
** The "Three AM" ads put out by HillaryClinton in the 2008 primaries. And there was much lampooning to follow, most notably from ''the little girl in the StockFootage the ad used'', who at that point was seventeen years old and a supporter of Obama.
** James Dobson from Focus on the Family sent out [[http://www.wnd.com/files/Focusletter.pdf a letter from 2012 if Obama won the election]]. Make a DrinkingGame out of which of these predictions didn't come true.
*** Or don't - you'd likely develop cirrhosis or a good case of Dead if you tried.
** Senatorial candidates had their fair share of ridiculous attack ads as well. Elizabeth Dole's "Kay Hagan took godless money--what did she promise in return" ad backfired and led to North Carolina becoming the first state to have two female Senators from different political parties, and the first time since the 50s that no Bush or Dole has been in the government.
** In Virginia, Republican Virgil Goode (who at the time was known for criticizing a Muslim congressman for taking his oath of office on a Koran) aired a crudely racist ad aimed at Democrat Tom Perriello in which Perriello's face was retouched to darken his skin and give him a beard, making him look like a ScaryBlackMan. Goode lost.
* Chicago gives us a great example. In 1983, the city Democratic Party nominated Harold Washington as their candidate for mayor. Normally, winning the Democratic primary is tantamount to being elected mayor of Chicago, but there was one problem: Washington was black. This gave the Republican challenger Bernard Epton an opportunity to run a series of racist attack ads telling people to vote for him "before it's too late." Even though Washington won the election, his time in office was marked by racially-charged battles with the City Council, in which a white bloc of 28 councilmen (with one additional [[TokenMinority token Latino]]) consistently voted against everything he tried to do, until a Federal court decision ruled that district lines had been intentionally drawn with the purpose of shutting out minorities.
** These ads were parodied in the Creator/ChrisRock film ''Head of State'', in which he plays a guy who runs for President. The challenger runs an ad saying, "This is what will happen if Mays Gilliam [Chris Rock's character] is elected President," then showing the White House getting blown up.
** The really sad thing (revealed in [[http://www.thisamericanlife.org/radio-archives/episode/376/wrong-side-of-history an episode]] of ''ThisAmericanLife'') is that Epton was actually a fairly liberal Republican, certainly on race issues (he had been part of the civil rights marches and so on), and was extremely uncomfortable with the tone of his campaign. He was so ''not'' racist, in fact, that he apparently didn't catch that "before it's too late" was a dog-whistle phrase until it had already become the campaign's main slogan.
* In [[https://en.wikipedia.org/wiki/Virginia_gubernatorial_election,_2005 the 2005 Virginia gubernatorial election]], the Republican candidate Jerry Kilgore ran an ad with a woman saying that Kilgore's opponent (Tim Kaine) wouldn't have favored [[GodwinsLaw giving Adolf Hitler the death penalty]]. As if that wasn't enough, the ad was released on Yom Kippur. It backfired, badly.
* The infamous [[http://www.youtube.com/watch?v=KIyewCdXMzk "white hands"]] ad from Jesse Helms's successful 1990 U.S. Senate campaign, featuring a close-up shot of two (white) hands holding a letter and crumpling it as a narrator says "You needed that job, but they had to give it to a minority."
* This trope is OlderThanTelevision: in the early part of the 20th century corporations that employed child labor in factories and sweatshops campaigned mercilessly against laws prohibiting child labor, with such arguments as "If this law passes, Mr. Smith won't be able to pay Johnny to mow his lawn!"
* During Andrew Jackson's second term re-election in 1832, his opponents would invent stories about his actions as President to discourage voters. The funniest of these was the (completely fictional) story about Jackson kidnapping an American woman and sending her as a whore to the Russian Czar as a gift.
** Jackson attracted a lot of this sort of thing: the election of 1828 saw the issuing of the [[http://en.wikipedia.org/wiki/Coffin_Handbills Coffin Handbills]], which accused Jackson of murdering his own soldiers, random people in Nashville, and numerous Native Americans (on which, cf. his record as President). There's a reproduction of one of them [[http://upload.wikimedia.org/wikipedia/commons/a/ab/Some_of_the_Bloody_Deeds_of_General_Jackson.JPG here.]]
* There was an accusation that President John Adams had sent General Charles C. Pinckney to England to procure four women, two for each of them. Adams laughed off the accusation, declaring, "If this be true, General Pinckney has kept them all for himself and cheated me out of my two."
* Carly Fiorina's truly bizarre [[http://www.youtube.com/watch?v=KRY7wBuCcBY Demon Sheep Commercial]], where she compares moderate Republican California Senate Primary rival Tom Campbell to a "Wolf In Sheep's Clothing" for his moderate fiscal policy. Fair enough, but the guy in a sheep costume with the glowing red Terminator eyes was probably a step too far. Fiorina would win the primary, but lose the main election.
* In one of the more infamous moments of the 2002 election season, Georgia Senator Saxby Chambliss ran an ad against contender Max Cleland - a Vietnam war veteran who'd lost three limbs to a grenade - questioning his dedication to national security... and framing his photo between Osama bin Laden and Saddam Hussein. He was called out by both Democrats and Republicans for the ad, but still won the election.
* In the 2014 Comgressional election, every Ilinois YouTube resident was asked one question: [[http://www.youtube.com/watch?v=VBOcLkENu-k What is Brad Schneider hiding?]] Unfortunately, we never found out because most of us skipped the ad when we got the chance.
* The infamous [[http://www.youtube.com/watch?v=o8wYJv0WmHI "Aqua Buddha" ad]] from [[https://en.wikipedia.org/wiki/United_States_Senate_election_in_Kentucky,_2010 the 2010 Kentucky Senate election]] between Kentucky Attorney General Jack Conway and Tea Party FaceOfTheBand Rand Paul. The most notable claim Conway puts forth in this ad against Paul is that Paul tied up a young woman and physically forced her to worship his supposed deity of choice, Aqua Buddha. Naturally, it [[GoneHorriblyWrong backfired horribly]], as when the election came round, Paul ''[[CurbStompBattle curb stomped]]'' Conway in the polls, with the ad being cited as one of the primary reasons why.
** One citation is that it makes you question Conway's sanity as his weirdness meter is obviously broken.
* [[http://www.youtube.com/watch?v=bWdyf9eSkqQ Taliban Dan]]. Most glaringly his "Submit to me it's in the Bible" quote is the ''[[ManipulativeEditing exact]] [[http://www.youtube.com/watch?v=yKqxBInCPF0 opposite]]'' when heard in context. It didn't work.
* To show that smear campaigns are OlderThanTheyThink, Reason Magazine published [[http://www.youtube.com/watch?v=Y_zTN4BXvYI this video]] showing real campaign smears against Thomas Jefferson and John Adams, but as modern day attack ads. Watch them and marvel at how our ages' attack ads feel so polite and genteel by comparison.
* The [[https://en.wikipedia.org/wiki/United_States_presidential_election,_2012 2012 presidential campaign]] was one of the most negative -- if not ''the'' most negative -- campaign seasons ever. Setting aside the clusterfuck that was the Republican primary, UsefulNotes/BarackObama did his damnedest to portray Mitt Romney as a tax-evading, job-destroying, plutocratic, oligarchic hypocrite, and Romney tried to counter by saying "You screwed up the economy." Alas, ''both'' resorted to QuoteMining and occasionally even [[TwistingTheWords willful misinterpretation]] of the other's statements, to a degree that enraged anyone in America with half a brain. Some specifics:
** Obama's video of Romney's [[DreadfulMusician off-key rendition]] of "America the Beautiful" while displaying news clippings of his numerous tax havens and the locations thereof; the juxtaposition of Romney singing "America, America, God shed..." with a beautifully blowing ''Swiss'' flag was particularly ingenious (and manipulative). The infuriating part for the Romney campaign? It's all more or less true (although the implication may not be).
** Romney made hay about Obama telling businesspeople that "they didn't build that", with "that" referring to their businesses. The Obama campaign would counter by saying that he was talking about the ''infrastructure'' necessary to build such a business (roads and bridges, public schools, the Internet[[note]]Which we know AlGore didn't invent, but which was originally a project for ThePentagon[[/note]]). The full quote even in context is rather ambiguous, and a case could be made on either side. He ''did'' talk about roads and bridges, among many other things, but much later in the quote, he also said the phrase, in full; "If you've got a business, you didn't build that. Somebody else made that happen." If he had immediately said "you didn't build ''those'' after mentioning roads and bridges, it would have been harder to quote mine.
*** Which, despite the quote mining, inspired the TagLine for the 2012 Republican Caucus ("We Built It").
**** Which backfired on them when they ''also'' decided to put a version of the National Debt Clock in the convention hall...allowing creative photographers (aided by a bit of Photoshop) to [[http://25.media.tumblr.com/tumblr_m9kqzq6NNw1qedj2ho1_500.jpg Make their own]] TakeThat at Republicans.
** Both sides eventually decided to dispense with pleasantries and go straight for the hyperbole. For example, [[http://www.youtube.com/watch?v=TU3aT6P1bew&feature=plcp this advert]] concerning the consequences of Mitt Romney closing a steel plant all but accuses Romney of giving this man's wife cancer, while another basically has Paul Ryan [[http://www.youtube.com/watch?v=OGnE83A1Z4U&feature=plcp throw an old lady off of a cliff]] ForTheEvulz.
* [[http://www.youtube.com/watch?v=EZ3B8WvVjL4&feature=player_embedded This]] political advertisement for the 2010 Los Angeles City Council election is some strange mixture of gangsta rap, pole dancing and communist propaganda, all [[DadaAd without telling you just who the hell its trying to get you to vote for]].
* In the UsefulNotes/NewYorkCity 2013 mayoral election, Republican candidate Joe Lhota built his campaign on the theme that, should his Democratic rival Bill de Blasio get elected, he would undo all the work of Rudy Giuliani and Mike Bloomberg and return New York to the bad old days of TheBigRottenApple. Given that de Blasio [[LandslideElection won by a margin so colossal]] that the proper term wouldn't be "landslide" so much as "pyroclastic flow", it's clear that Lhota failed.

[[folder: Other Countries ]]

[[folder: Brazil ]]

* The 2014 Brazilian presidential campaign was rife with this, especially on the side of incumbent President Dilma Rousseff as she ran for reelection. The primary target was the long-standing opposers of the center-left-wing PT (the President's party), the right-wing PSDB, who launched former Minas Gerais Governor Aécio Neves, but once PSB's Marina Silva started appearing neck-to-neck with Rousseff on polls, the President's marketing campaigns shifted their attacks on Marina instead, basically by attacking her inefficiency during the time she was Minister of Environment under Luiz Inácio Lula da Silva (Rousseff's predecessor, who is still seen by many as the main figurehead for PT). Marina's own indecisiveness about certain social matters didn't help her campaign, and she slipped down until she finished third place, behind Neves, and was left out of the electoral run-off. The run-off campaigns themselves were a festival of VolleyingInsults between Rousseff and Neves, as well as between opposing gubernatorial candidates in some of the States where the election would be decided on run-off[[note]](in cases where the winning candidate has less than 50% of the total votes; the same rule applying for the presidential elections)[[/note]]. In the end, Rousseff came out on top thanks to the support Northern and Northeastern regions' States (which have a high percentual of low-income voters, who benefit from PT's social policies, and where Neves was relatively less well known).


[[folder: Chile ]]

* The Chilean referendum of 1988 to determine if General Augusto Pinochet would continue in power featured televised periods in which both options, "Yes" or "No", could make their arguments. The "Yes" campaign featured many clips [[http://www.youtube.com/watch?v=b9zRucyxSng not only mocking the "No" campaign]], but also demonizing the option itself, claiming that "A victory of the "No" option will mean the return of the Popular Unity (UP), and eventually a return to a crisis period". Despite this, the "No" option won, and none of this occurred.


[[folder: Germany ]]

* The Weimar Republic election campaigns were practically built on this trope - from long-nosed money grubbing Jews to bloated and evil capitalists, everyone was doing it. In the case of anti-Nazi campaigns, it was even true.


[[folder: Mexico ]]

* The Mexican elections of 2006 featured the conservative PAN saying "Vote for Andrés Manuel López Obrador, and his populist politics will bring Mexico to a new era of crisis, devaluation, unemployment, hunger, starvation, crime, and poverty!"; the liberal PRD eventually fired back, saying "Felipe Calderón is a corrupt bastard who plunged Mexico into crisis in 1994, giving later his brother-in-law a suspicious job!". However, since the Mexican people as of 2008 are still scared of economical crisis after ''three'' of them in 10 years (1982, 1985 and 1994), the PAN finally won, and Felipe Calderón is currently the president in office.


[[folder: New Zealand ]]

* The New Zealand general election of 1975 featured [[http://www.nzhistory.net.nz/media/video/dancing-cossacks a television advert]] (animated by Creator/HannaBarbera) by the right-wing National Party over the governing left-wing Labour Party's new compulsory superannuation scheme. It claimed that the money generated by the scheme would be enough to buy every business, then every farm, and then eventually the whole country. "[[RedScare And you know what that's called, don't you?]]" -- cue Cossacks [[ThatRussianSquatDance squat dancing]] across the screen. The thought of a communist state was enough to scare the country to vote National[[note]]The party gained 47.6 percent of the popular vote and won 55 of the 87 seats in the new Parliament.[[/note]], even though the ad was only shown twice on New Zealand television. The new government proceeded to cancel the superannuation scheme, a decision that has since been [[http://www.nzherald.co.nz/business/news/article.cfm?c_id=3&objectid=10465138 criticised as one of the worst economic decisions a New Zealand government ever made]].
** Note that the Cossacks were some of the fiercest ''[[TheyJustDidntCare opponents]]'' [[TheyJustDidntCare of the Bolsheviks during the Civil War]].


[[folder: Russia ]]

* The Russian presidential election of 1996 featured a TV ad portraying the Communist Party leader Gennady Zyuganov with a flute leading various food products into the sea. The implication was: "If the Communists win, they'll return the country to the times of product shortage." It was dropped in the second round, when it became clear that Yeltsin would win.


[[folder: Spain ]]

* The infamous [[http://www.youtube.com/watch?v=vFV0qDSPB4o Doberman 1996 campaign]] from the Spanish Socialist Party, which had been ruling for 14 straight years by then. To the point that, decades later, scare campaigns are still known in Spain as "Doberman Campaigns". It did work, somewhat- the Socialists recovered from a 15-point deficit and lost by barely 300,000 votes.


[[folder: Sweden ]]

* There was an infamous Swedish election in the immediate post-war era which had the Conservative party post slogans like. "A vote for the Social Democratic Worker's Party will lead to the destruction of liberty, the savagery of children and the annihilation of traditional values." Needless to say, the Social Democrats and their left allies crushed the Conservatives, and went on to stay in charge of the country until 1976.
** The Swedish right used to be quite fond of these kinds of statements. Just from the 1928 election to the second chamber of parliament: "You who vote for the "Workers Party", your vote goes to Moscow!" "MEN OF THE DALES! Your forefathers have once saved Sweden from the danish tyrant. Repeat your great feat once again:Ever vote on the "Workers Party" stands for the destruction of society and the introduction of Bolshevism. SAVE THE FATHERLAND!" "You who vote for the "Workers Party" vote for the confiscation of private property. YOU will lose your savings!" "A Vote for the Freeminded Peoples Party might promote incompetence - a vote for the Workers Party might be for a communist - vote with The Liberals."
** In Sweden's most recent general election, the anti-immigrant Sweden Democrats ran an ad showing crowds of Muslim women in burqas lining up to get welfare benefits while an elderly woman with a stroller was left high and dry. The ad played on the fears of the party's xenophobic base and swept the Sweden Democrats into parliament.


[[folder: Italy ]]

* [[UsefulNotes/RepublicanItaly Italy]]'s 1948 general election set a record for hysteria and meddling due to the fact that it pitted the ruling centre-right Christian Democracy (DC) against the leftist Popular Democratic Front coalition composed of the Italian Communist Party (PCI) and Italian Socialist Party (PSI) at the height of the UsefulNotes/ColdWar, coming only months after the Soviet-supported coup that brought the Czechoslovak Communist Party to power in Czechoslovakia. The USA not only donated about $1 million to DC and its allies, it had the CIA run letter-writing campaigns, make extensive shortwave radio broadcasts and publish material meant to scare the Italians about a potential PCI victory (''Time'' magazine even pronounced Italy to be "on the brink of catastrophe" as the election campaign entered its last month), while the Soviets, not to be outdone, also threw money at PCI, the total sum being estimated to be $8-10 million by former CIA operative F. Mark Wyatt (who was extensively involved in the funding procedure and played a role in operation Gladio). Unsurprisingly, the DC's tactic during the campaign was to scare the shit out of the Italian electorate: their materials threw out ludicrously over-the-top accusations that if the Front won, Italy would be stricken by disaster, become a [[RedScare communist country where "children send their parents to jail", "children are owned by the state"]] and [[EatsBabies "people eat their own children"]]. One of their posters played on the religious sentiment of voters by proclaiming that "In the secrecy of the polling booth, God sees you - Stalin doesn't!". The DC ultimately won the election by 48,5% of the vote to the Front's 31%, but even with the fanatical scare campaign atmosphere, the Front still managed to increase their number of seats in Parliament.

[[folder: Advertisements]]
* Creator/RussiaToday (RT), Russia's state-owned English-language news network, aired these kinds of commercials for its "Question More" campaign in 2010. One ad showed UsefulNotes/BarackObama's face morphing into [[UsefulNotes/{{Iran}} Mahmoud Ahmadinejad]]'s while asking, "Who poses the greatest nuclear threat?" It's pretty clear what the desired effect of the ads were besides promoting the channel.
* The Church of Scientology -- er, [[ChurchOfHappyology Happylogy]] -- uses this as a default tactic against its many critics. It's based on what founder LRonHubbard called the "Fair Game" policy, in which Scientologists use any means necessary to smear and discredit anyone who critiques their practices. Scientology has gone to such lengths as false rumors, verbal and physical harassment in public, and even ''framing people for serious crimes'' in order to force them into silence.
* These aren't always political per se--for instance, an ads Newsweek accusing PETA of terrorism. Incidentally, no information was given as to who was ''paying'' for the ad, namely the [[http://www.consumerfreedom.com/ Center for Consumer Freedom]], an anti-regulatory AstroTurf lobbying organization for the fast food, meat and tobacco industries. (Hm. So the [[Film/ThankYouForSmoking Merchants of Death]] are real. [[RealityIsUnrealistic Go figure]].)
* Broadview (formerly Brinks) have run home security ads in which attractive young women are alone at home -- suddenly a man breaks in, and as the alarm goes off the bolts, while on the phone is the reassuring voice of a Broadview representative. Subtext? If you don't have Broadview Home Security installed, you, or your wife, or your daughter will be raped.
** In a ''Series/SaturdayNightLive'' ParodyCommercial of same, it showed a woman who men were constantly kicking down her door to rape - her boyfriend, her father, her ''grand''father, the spokesperson of the ad...
* Just about every GlobalWarming commercial ever. One involves children running while the floor cracks ending with [[FinalGirl a little girl]] hanging on to a tree as the floor crumbles below her. We won't even [[TheDayAfterTomorrow talk about]] [[Film/TheHappening the movies discussing this subject]].
* Allstate's "I'm Mayhem" commercials, where each commercial has the same suit-wearing man (played by Dean "[[Series/RescueMe Johnny Gavin]]" "[[Series/ThirtyRock Dennis Duffy]]" [[http://en.wikipedia.org/wiki/Dean_Winters Winters]]) claim to be something that'll either cause you to have an accident or directly damage your car. He then says that if you don't have Allstate insurance, you're pretty much screwed.
** A lot of car insurance commercials use similar tactics, though they're not always as comedic.
* As would seem natural, plenty of advertisements for firearms, ammo, self-defense courses and the like are centered around trying to scare you into buying their products. Most often showing pictures of ski-mask clad bandits attempting to break into a home or the steely-eyed homeowners going for or using whatever skill is being advertised.
** A related tactic is to talk up the the threat of [[UsefulNotes/AmericanGunPolitics new gun control laws]] to convince people to buy guns and ammo ''now'', or donate to the National Rifle Association ''now'', lest they be unable to do so later. It's been joked that the gun industry and the NRA secretly love the Democratic Party for this reason -- whenever the Democrats look poised to take the House, the Senate, or [[UsefulNotes/BarackObama the Presidency]], they'll be facing a spike in sales and donations.
* This sort of thing goes way back. In 1920s Mexico, producers of beer successfully scared the population from drinking the traditional drink [[http://en.wikipedia.org/wiki/Pulque Pulque]] by claiming that it was produced using bags of animal and human feces (''muñecas'') to speed the fermentation process, while beer was "rigorously hygienic" and "modern". The accusation wasn't true (it may have once been true decades earlier in a few backwaters), but the damage was done: what was once Mexico's national tipple became nigh-universally shunned in the span of a few short years.