Maybe it was Moyers' idea, but it was the ad agency you cited which produced it. At any rate, it was axed after one showing. Goldwater said that Moyers made him puke when he saw the Marshall, TX, native on public television. Goldwater also declared Robert Strange McNamara and Richard Milhous Nixon as the most dishonest men that he ever encountered in public life. Of course, Goldwater had thrice supported Nixon for president before he issued his warning.
It does seem odd that Goldwater was among the first to support Nixon's bid in 1968. Nixon advanced about as many Great Society programs as Johnson- minority preferences and the EPA among them. I think he invented "compassionate conservatism" without giving it the new name- it would still have been called 'liberal big government' without the spin.
McNamara is perhaps the most widely despised Secretary of Defense in American history, a distinction he worked hard at earning. Some old hands who knew McNamara think they see too much of him in Rumsfeld, who has also managed to alienate the uniformed military. People who admire Rummy whacking the press corp might be surprised to learn he isn't a big favorite.