American Bridge 21st Century, a prominent Democratic opposition research and media group, is set to kick off a $20 million advertising campaign targeting working-class women in Pennsylvania, Michigan, and Ohio. This campaign marks the first new series of ads launched since President Joe Biden withdrew from the race and Vice President Harris took over his campaign infrastructure.
The advertising rollout, consisting of television spots, digital ads, and direct mail, is strategically aimed at a crucial constituency in the three states that the Biden-Harris campaign has identified as pivotal for securing 270 electoral votes.
Funded by approximately 700 high-dollar donors, the political action committee had temporarily halted spending in early July for a planned summer holiday slowdown. This pause was extended due to funding considerations and the need to evaluate the timing and tone of their messaging following an assassination attempt on former President Donald Trump.
One of the ads set to be released focuses on the events of January 6, with a combat veteran expressing concerns about the potential risks of a second Trump presidency. The veteran, identified as Joe, voices his apprehensions about Trump's disregard for the country and the fear of his re-election.
Notably, the ads emphasize the dangers posed by Trump rather than highlighting the attributes of the Democratic candidates. This strategic approach has allowed the content to remain unchanged even after Biden's withdrawal from the race.
The ad content features real voters, including nurses, union members, and grandparents, sharing their perspectives on critical issues such as democracy and reproductive rights. American Bridge views these issues as timeless and essential to address through their campaign efforts.
