Alfonsín was appointed candidate of the UCR for the 1983 general elections, with Víctor Martínez as the candidate for the vice-presidency. Fernando de la Rúa, who would have run in the primary elections against him, declined his candidacy because of Alfonsín's huge popularity. The publicity was managed by David Ratto, who created the slogan "Ahora Alfonsín" (), and the gesture of the shaking hands. His campaign used a non-confrontational approach, in stark contrast with the Peronist candidate for the governorship of the Buenos Aires province, Herminio Iglesias. Iglesias burned a coffin with the seals of the UCR on live television, which generated a political scandal. Both Iglesias and Ítalo Luder, the Peronist candidate to the presidency, saw a decrease in their public image as a result.