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The 1964 Presidential Election pitted incumbent President Lyndon Baines Johnson's Great Society vision against the conservative philosophy of Republican Presidential nominee Barry Goldwater. "In Your Heart You Know He's Right" was a popular Goldwater slogan, which the Democrats parodied as "In Your Heart You Know He Might" and "In Your Guts You Know He's Nuts." In late summer of 1964, Topps issued its 66 card Johnson vs. Goldwater card set. In November, LBJ was re-elected President by a landslide, garnering 90% of the electoral votes and 61% of the popular votes.
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Card #15 depicts President Johnson with wife Lady Bird and teenage daughters, Luci Baines and Lynda Bird, standing outside the White House. Daughter Lynda married Chuck Robb, former Governor and current Senator of Virginia.
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Card #33 is evocative of Senator Goldwater's acceptance speech at the Republican Convention at the Cow Palace in San Francisco where he stated, "I would remind you that extremism in the defense of liberty is no vice, and let me remind you also that moderation in the pursuit of justice is no virtue."
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Card #28 shows LBJ working aboard Air Force 1. LBJ was the only President to take the oath of office and be sworn into the Presidency aboard Air Force 1.
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Senator Goldwater's trademark was his black framed glasses. Card # 22 depicts him sporting a pair of "Go Goldwater" campaign glasses that were distributed at a rally at New York's (old) Madison Square Garden.
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Card #47 has Air Force Reserves Major General Barry Goldwater walking in front of The Berlin Wall, which formerly separated the city between its East and West German sectors. The wall was constructed by East Germany in 1961 to stop the free flow of East Germans to the West.
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Card #54 shows LBJ feeding the First Family's beagles, Him and Her. LBJ once inadvertently created a furor with the public by pulling one of the dogs up by its ears for the Press. LBJ explained it was good for the dogs to bark.
Card # 65 shows Senator Goldwater waving to supporters while disembarking from a plane in Indiana. Although soundly defeated in the national election, Senator Goldwater continued to represent Arizona in the Senate and was generally regarded as an "elder statesman" in both the Republican Party and in Conservative quarters.
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Card #16 shows LBJ striding across the White House lawn to a waiting helicopter. Albeit plagued by the escalation of U.S. forces in Vietnam after his re-election, LBJ's Presidential term saw the inception of Medicare and Medicaid in tandem with the passing of Civil Rights and Voting Rights Acts.
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