"It's The American People Who Are The Heroes Of This Story" - New Biden-Harris Economic Comms Campaign Begins

The campaign is strong and ambitious, includes FL, NC ad buys

The Biden-Harris campaign made an important announcement this morning:

Today, Biden-Harris 2024 announced its third major ad buy of the 2024 election cycle, focused on President Biden’s economic agenda that is lowering costs for the middle class, creating good-paying jobs, and bringing back American manufacturing. These ads kick off a 16-week, $25 million advertising campaign that will reach key voters in battleground states. This buy includes the reelection campaign’s first investments in Hispanic and African American media. These are the first of several spots that will run in this first phase of advertising across key battleground states and on national cable television. 

The ad campaign will run on broadcast and cable television programming targeted toward key segments of the electorate critical to the campaign’s path to victory in November 2024. The buy will also capitalize on communicating to large audiences on high-reach TV placements such as NFL Kickoff and the World Series. Ads will be featured on premium digital placements like YouTube Reserve, Hulu, and on Connected TV, and will also be placed in short-form video on Instagram and YouTube Shorts. 

Biden-Harris 2024 is aggressively targeting Hispanic and African American voters in key battleground states. The buy makes critical and intentional investments in African American and Hispanic-owned media properties. Critically, the buy constitutes both the largest and earliest media buy for a reelection campaign into constituency media ever, as well as the largest overall buy for a reelection campaign at this point in time ever, ensuring that President Biden’s message is heard throughout this year’s Republican primary. 

“As Republicans head to the debate stage next week to put on display their extreme and out-of-touch positions, we are investing in reaching Americans across the country with President Biden and Vice President Harris’ message for the middle class and for Americans’ fundamental freedoms,” said Julie Chavez Rodriguez. “This historic buy ensures that the President’s message reaches all Americans where they receive their news, and sends a clear sign that we are investing in an aggressive, meaningful, and effective paid media strategy. While Republicans duke it out in Milwaukee over their divisive and unpopular agenda, President Biden is amplifying his winning message and leadership as a president for all Americans.” 

Biden-Harris 2024 is placing advertising on television in the following markets: Arizona: Phoenix; Georgia: Atlanta; Michigan: Detroit, Grand Rapids; Nevada: Las Vegas; North Carolina; Raleigh, Charlotte; Pennsylvania: Philadelphia, Pittsburgh, Wilkes-Barre-Scranton; Wisconsin: Milwaukee, Green Bay, and Madison. In addition, the buy will run a targeted track of advertising focused on Hispanic voters in Florida. The media buying strategy reflects a campaign that is maximizing reach with voters, buying across a broader set of markets and a diverse range of digital and traditional media outlets. The African American and Hispanic media buys will be in these markets as well.

Biden-Harris 2024 announced its first ad buy just one day after President Biden and Vice President Harris announced their reelection campaign in April 2023, marking the earliest ad buy for a Democratic presidential reelection campaign in history. 

In 2020, President Biden and Vice President Harris assembled a broad and diverse coalition that resulted in the most votes in American history for a presidential ticket. Coming off of the best midterm for a sitting Democratic president since FDR, including key wins in these states, they will do it again in 2024 and prevail over the MAGA extremist agenda.

Great stuff all around. Ambitious targeting, strong contrast, grounded, making it about our collective success, not just the success of our government or our leaders - “America fought back…..the American people who are the heroes of this story.” “for the middle class and for Americans’ fundamental freedoms.” This is very good stuff. And I LOVE the buys in Florida and North Carolina - going on offense, expanding the playing field, working to take away geographic and demographic terrain now available to us due to their extremism. It’s how we get to 55 next year.

Here are the first series of ads:

English version

Fellow info warriors, study these ads. Write down key phrases. These are the images, words, and sentiments which will drive our collective work together over the next 15 months. The “message” all of you ask for is here. The campaign is turning on now. The messages and arguments you will be sharing through your networks will be coming primarily through the Biden-Harris campaign - and if this is where we are going I think we are going to have a very good year in 2024.

Keep working hard all - Simon

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