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The Best Political Ad So Far

It forcefully drives home crucial points that in all the noise become easy to forget

Eric J Scholl
Oct 26 · 3 min read
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Image for post
From “Men” by the Lincoln Project

We were looking for something to distract us recently as we waited for the next World Series game. And frankly, there aren’t many political ads on TV here in Massachusetts or being directed to us online, except for ones about a public question having to do with car repair. So we poked around the Presidential and various other major campaigns — among the candidates and big PACs, etc. — and ultimately, couldn’t find anything that beats this.

Because first and foremost it focuses on how the election is about us, the voters. The ad accomplishes this by putting the focus on people and in this case fathers and sons. Not the candidates. None of us is a clone of Donald Trump or Joe Biden, so ultimately it becomes about character. Our character.

It’s from the Lincoln Project. Which in case you don’t already know, is run by a group of Republicans who want to get Trump voted out. We should also get out of the way that we are not affiliated in any way with the Lincoln Project. We just like the ad a lot.

This particular spot is very clearly targeted at men, particularly white men, which makes sense because that’s the demographic that’s being most fiercely clingy to Trump. In fact, it’s called men.

It may not even technically be an ad, but it speaks to something else that’s very important.

And that message is the most important thing for Democrats. They might not be getting voters who didn’t support Hillary Clinton in 2016 and who now are voting for Joe Biden. Of course, firing up and mobilizing these people as much as possible is still essential because these voters are likely to play a very critical role if Democrats are to be successful in regaining control of the Senate.

But this — ad, video clip, or whatever you want to call it — reminds us that if Trump loses, it’ll be a result of people who voted for him last time, who are now voting for Biden this time. People who expected or hoped for something different out of Trump and did not imagine the country would turn out the way it has under his Presidency.

And out of the swing states that Trump won narrowly in 2016, this election doesn’t have to have that many. Even a 1% shift could make all the difference in a place like Pennsylvania, which is undoubtedly a must-win for both.

The ad astutely recognizes there’s a significant hurdle to overcome before people are willing to make that candidate switch. Nobody likes to admit they made a mistake.

But encouraging people to overcome these feelings might very well be the determining factor in the outcome of the election. The ad advises looking inward instead of outward and considering your values and those you were brought up with before making a decision.

Because after all, there is no shame in humility and loving thy neighbor.

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Eric J Scholl

Written by

Better Marketing
Eric J Scholl

Written by

Peabody award winning journalist. Streaming media pioneer. Played @ CBGB back in the day. Editor-In-Chief "The Chaos Report"

Better Marketing

Marketing advice and case studies to help you market ethically, authentically, and effectively.

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