Political Advertising Strategy: A New Approach
The advertisement begins with a scene featuring three older women gathered around a table in a cozy diner. They engage in a thoughtful discussion about the various threats facing Israel and American Jews, all while reflecting on the role of Donald J. Trump in the current political landscape. One of the women candidly admits, “I never really cared for that man,” referring to the former president. However, she quickly adds, “But at least he’ll keep us safe,” indicating a complex relationship with his policies.
This ad, crafted by the Republican Jewish Coalition Victory Fund, exemplifies a striking shift in political advertising tactics for this election cycle. Both Democrats and Republicans are now focusing on relatable characters who offer measured and authentic testimonials. These characters even acknowledge the imperfections of the candidates they support, aiming to entice voters to consider crossing party lines.
In a polarized nation where individuals are often defined by their political affiliations, this approach speaks to the challenge many face in stepping outside of their usual voting patterns. The ad subtly addresses this by presenting a common struggle: the difficulty of voting against one’s typical inclinations.
Transcript Excerpt:
“What about Kamala?” “Busy defending ‘The Squad.’” “Oy vey! You know, Trump I never cared for, but at least he’ll keep us safe.”
This strategy is designed to “create a permission structure,” explained Todd Harris, a seasoned Republican consultant. He elaborated that for a political message to resonate, it’s essential for the audience to feel engaged and attentive. The diner advertisement, for example, seeks to provide Jewish voters—who predominantly align with the Democratic Party—with the necessary reassurance to consider supporting a Republican candidate.
