"Justice Jim" Johnson, a political ally of George C. Wallace of Alabama, ran a segregationist campaign with support of the White Citizens Council.

Holt was supported by many younger, more liberal, Democrats, such as future governor and U.S. President Bill Clinton, who served as his campaign aide though he was not old enough to vote at the time.

A northeastern native, multimillionaire and scion of a prominent political/business family Winthrop Rockefeller was nominated with over 96% of the vote over Gus McMillan of Sheridan.

Charges abounded that McMillan, a lifelong Democrat, was planted in the race by Faubus in order to force the Republicans to hold an expensive and needless primary.

However, his popularity and the break within Democratic camp, where many were outraged with Johnson's segregationist stances, and good year for the Republicans nationally helped Rockefeller to win.