The digital ad, reported first by POLITICO, features a fed-up mother who lost her job because of the coronavirus and is caring for her child at home, all while being frustrated by President Donald Trump’s management of the pandemic. Like other progressive campaigns supporting Biden, it doesn’t attempt to sugarcoat the fact that Biden is an unexciting candidate to many on the left — a candid approach that progressives say is needed to connect with infrequent voters and Bernie Sanders supporters.
“Look, maybe you don’t like the other guy running for president,” the woman says in the spot. “I get it. I don’t like anyone right now. But could you do me a favor? Take 10 minutes this November and f—ing vote.”
The ad, which is chock full of expletives, is aimed at young people and Black and Latino voters who are unsure whether they’re going to the polls, as well as suburban white women deciding between Biden and Trump.
“Progressives understand what’s at stake in this election,” said Alexandra Rojas, executive director of Justice Democrats, in a statement. “A straightforward ‘tell-it-like-it-is’ ad like this can cut through for Joe Biden. The results have been showing us that the ad has been resonating with low-propensity Black and Latino voters, white women suburban swing voters, and Bernie-aligned millennials — all of whom have been going through hell these past few months.”
During the Democratic primary, the 501(c)4 arm of the Justice Democrats funded digital spots hitting Biden for previously entertaining cuts to Social Security and backing the Iraq War, as well as over his handling of the Anita Hill hearings. The organization also endorsed Sanders in March.
Justice Democrats’ new ad campaign reflects the all-hands-on-deck approach being taken by progressive activists in the general election. Left-wing groups are putting more effort into getting Biden in the White House than they did for Hillary Clinton in 2016, while also vowing to take him on if he wins in an attempt to push through progressive policy.