Trump Did This

A powerful ad from the Biden campaign gives us the perfect theme for the 2024 election

Sheldon Clay
ILLUMINATION
Published in
4 min readApr 16, 2024

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Photo by Jade Koroliuk on Unsplash

Have you seen the ad put out by the Biden campaign attacking Donald Trump for the chaos that’s come from his orchestrating the overturn of Roe v. Wade?

It’s a powerful piece of storytelling. Elegant images in muted color tell the story of Amanda, a Texas woman who nearly died, twice, when she was unable to get appropriate healthcare after a miscarriage in a state with draconian abortion laws. She was left with health issues that mean she may never be able to go get pregnant again.

The Democrats deliver a stark message at the ad’s conclusion: “Trump did this.”

One of the big questions of the 2024 campaign season is whether the Democrats will be successful in tying Donald Trump to the loss of reproductive freedom in states across the U.S. It has been a good issue for them in recent elections. Yet Trump is a slippery character, as evidenced by his once again flipping his position on abortion to one he considers convenient for the current political moment.

The three-word line signing off the Biden Campaign’s ad is a masterclass in how to do it. Simple, direct and inescapable. I say this as someone who’s written a decent line or two over my decades in advertising.

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Sheldon Clay
ILLUMINATION

Writer. Observer of mass culture, communications and creativity.