In the 1988 presidential campaign, Massachusetts governor Michael Dukakis, the Democratic nominee for President, had a problem: he needed to look credible as a commander-in-chief during a time when Democrats were being criticized for their defense policies.
Throughout the 1980s, the Reagan Administration had been pushing through a major peace-time military build-up.
According to CQ Researcher, a large portion of the Democrats in Congress had opposed that build-up in the 1984 elections. That caused the perception that the Democrats were being weak on defense, which led to Reagan's 49-state landslide.
Dukakis had been among those who were critical of the buildup, the mainstays of which — the B-1B Lancer, the Nimitz-class aircraft carrier, the Ohio-class ballistic missile submarine, and a host of other weapon systems – are in service today (with a few exceptions).
Worse, according to a 2013 article in Politico, during the month of August, Dukakis had gone from leading Vice President George H.W. Bush by 17 points to trailing him, and one big reason was that 54 percent of Americans felt that then-Vice President Bush would do a better job on national security, while only 18 percent thought Dukakis would.
To counter that, Dukakis went on a swing that discussed defense, but one event was marked by defense workers jeering him. Then, he went on a visit to a General Dynamics plant in Michigan where he planned to ride in an M1 Abrams tank, a key part of the buildup that Democrats had criticized.
However, to do the ride, Dukakis was told he had to wear protective headgear. He did so, and ended up sealing his fate.
Within a week, the photo of Dukakis in the helmet had become a joke (think Kushner in his vest), but the worst was to come when operatives with Bush's campaign developed an attack ad. Using 11 seconds of footage, they highlighted Dukakis's opposition to the Reagan buildup and foreign policy.
Dukakis, who had already been trailing, and already saw 25 percent of Americans less likely to vote for him, was now in freefall. He eventually lost the 1988 election by seven million votes.
You can see a video by Politico on the infamous tank ride below.