Can Advertising Save Democracy?
Plus, how brands can navigate tricky waters this election season
Welcome back to Ctrl+Alt+Persuade+Delete. We’ve got a lot to cover this week!
💡Leading off, we explore the provocative idea that political ads could be the unlikely saviors of democracy in 2024. My latest Salon article digs into how a targeted, well-funded ad blitz might be the wake-up call voters need in an era of rampant misinformation.
🚫Marketers, beware! We've got practical tips on navigating the advertising minefield of a high-stakes election season, where political ad spend is set to hit a staggering $15.9 billion.
🛢️We also take a closer look at BP's recent run-in with political ad controversy on Senator Ted Cruz's podcast, highlighting the delicate balance brands must strike in today's charged landscape. And of course, we couldn't resist sharing some of the most talked-about political ads of the moment, from heart-tugging emotional appeals to head-scratching meme campaigns.
As always, we invite you to join the conversation on our brand-new Instagram account, @ctrlaltpersuade, where we'll be serving up even more analysis, insider insights, and the occasional dose of well-deserved snark.
Let’s dive in…
Truth in Advertising: The Unlikely Hero of the 2024 Election
In today's polarized political landscape, examining the role of advertising and media in shaping public opinion is more crucial than ever. That's why I wanted to share an article I recently wrote for Salon, which explores the potential for political ads to serve as unlikely defenders of democracy in the 2024 election. 📺
The piece delves into the unique challenges facing our nation as we approach this high-stakes race. With institutions faltering and truth under assault, I argue that a well-funded, targeted ad blitz could be the shock to the system needed to ensure voters are informed.
A recent poll by veteran Democratic pollster Geoff Garin reveals a startling truth: only 31% of swing state voters have heard about some of Trump's most outlandish statements. But here's the kicker: when presented with his unfiltered words, Trump's unfavorability ratings skyrocketed.
This insight suggests that a well-funded, surgically-targeted ad blitz might just be the shock to the system needed to get voters' attention.
The very notion of political commercials as democracy's savior would have been laughable just a decade ago. In an age of relative normalcy, the art of campaign messaging was deployed to sway votes, not stave off authoritarianism. But in 2024, against a GOP standard-bearer whose contempt for the rule of law is matched only by his talent for warping reality, the old rules no longer apply.
As always, my aim with ctrl+alt+persuade is to provide a balanced, insightful look at the intersection of advertising, media, and politics but regardless of your political leanings, it's hard to deny the power of a well-crafted message to inform and persuade.
So, could a billion-dollar ad offensive be the unlikely hero that saves the day? I invite you to read the full article and draw your own conclusions.
Let me know your thoughts in the comments below!
🚫 ATTENTION MARKETERS — DANGER AHEAD!! 🙅🏻
Picture this: you're a CMO and you've just poured your heart and soul into a massive new campaign. It's fall 2024 and this product launch could make or break your brand. You've dotted every "i," crossed every "t," and you're ready to unleash your masterpiece on the world.
But wait! You suddenly remember it's the peak of the presidential election season, and a whopping $18 billion is being spent on political advertising.
Your beautiful campaign is about to be thrown into a minefield of nasty accusations and bitter attacks.
According to a recent article in the ad pub WARC titled "How Brands Can Prepare for a Contentious Political Year," political ad spend is expected to surge by 31.2% compared to the 2020 election year, reaching a jaw-dropping $15.9 billion.
This means your ads will be rubbing elbows with some pretty nasty political messages, and the cost per thousand (CPM) is going to be through the roof, especially in battleground states.
The article offers some sage advice: building strong brand equity during non-crisis times can help you weather the storms, just like Disney did after its tussle with Florida's government. Plus, understanding the nuances of different demographic groups and their attitudes towards brands taking political stances can help you craft messages that resonate.
So, as you gear up for your big campaign launch, remember: invest in your brand, stay true to your values, and keep a finger on the pulse of consumer attitudes. With a little strategic thinking, you'll be able to navigate the crazy world of political advertising.
If you're an ad pro or marketer looking for some extra guidance on how to election-proof your campaigns — or maybe even lean into them — feel free to reach out. I'm always happy to chat and share some insights on how to cut through the noise and connect with your target audience. 📞💡
BP's Podcast Ad Predicament: A Crude Awakening in Campaign Financing
And in an example of just how tricky this dance can be, petroleum giant BP got stuck in the sticky stuff with an ad buy on Senator Ted Cruz's podcast on iHeart Radio.
According to recent reports, iHeartMedia paid $630,850 of ad revenue from Cruz's "Verdict" podcast to the Truth and Courage Political Action Committee, which is dedicated to the senator's reelection. 😲
BP America, wanting to steer clear of any perceived political contributions, instructed iHeart to remove their messages from any podcasts that direct advertising revenue to campaigns, PACs, or political parties.
This incident highlights the delicate balance brands must strike in today's politically charged landscape. A 2020 Harvard Business Review study found that Democrats reacted more negatively to companies engaging in conservative political activity, while Republicans' opinions remained unchanged. The research also indicated that age and gender could influence reactions to political advocacy, with older participants and women showing particular sensitivities.
As the 2024 election season heats up, navigating these treacherous waters will only become more challenging for brands seeking to maintain their neutrality and avoid alienating consumers.
Gotcha. Now How About Some Ads?
Definitely beginning to see ad activity heat up as a number of major primary elections are coming up on the calendar, and the Biden team continues to crank out ads targeting every possible market. Meanwhile Team Trump continues to hold their fire — or is there something else going on?
Presidential Ad Wars (Sort of)
Biden continues to pummel Trump and the GOP on the issue of abortion, particularly in the light of this week’s massive Supreme Court decision in Arizona. This one hits hard.
Thoughts: Highly effective and emotionally powerful ad that targets a key voting block in critical swing states. Expect more of this…much more. “Donald Trump Did This” could easily become a tagline that gets used over and over again.
Trump Tackles the Eclipse
Meanwhile, Trump appears to be depending on User Generated content for the majority of his ad content. This ad was posted by the former president on his social media platform Truth Social to recognize this week’s total solar eclipse.
Thoughts: Is it funny? Bizarre? An epic troll to serious-minded progressives and democrats? It may be all those things, but what it isn’t is paid advertising that moves swing voters. He is either preaching to the choir here or poking his finger in the eyes of “liberals.” Either way, it will not move voters in the middle.
Congressional Races: Testimonials Galore!
One of the ad strategies we talk about in my “Political Advertising in the 2024 Election” course at the USC Annenberg School for Communication and Journalism is the testimonial ad. Two good examples from two different candidates on either side of the country (and political spectrum) below.
Thoughts: If these spots don’t tell you how important female voters will be in Congressional races this year nothing will. Expect a ton of $$ going to sway independent female voters, and aggressive ads intended to drive women to the ballot box — even in reliably “red” states.
Meanwhile, in West Virginia…😵💫🙈
Thoughts: This is definitely not an ad you will see in a “blue state.” Think this ad attacks a West Virginia Democrat? Nope. This is GOP on GOP crime in the West Virginia Republican Primary. We can hardly wait to see the ads popping up from there in the next month!! (Primary day is May 14th).
Ctrl-alt-persuade: Now find us on instagram!!
Want to see the latest ads on social? Look no further than our brand new Instagram account at https://www.instagram.com/ctrlaltpersuade.
We'll be sharing the latest and greatest (and sometimes the worst) in political advertising, along with our signature blend of analysis, humor, and behind-the-scenes insights.
What can you expect to see on IG that you don’t get on the Substack? The site will be a space for sharing ads as they are released, along with a special feature called “Ctrl+Alt+Critique” where we do a deep dive into the ads from an insiders perspective.
Will it be a little cheesy?
You bet. But hey, its politics.
Visit and follow us here.