The Soundtrack of Election '24
Hits, Misses, and Changing Tunes
The 2024 election landscape has undergone a seismic shift in the past week, redefining the contours of American politics in ways few could have predicted. As we navigate this rapidly evolving terrain, it's crucial to take stock of the dramatic changes and their potential impact on the race ahead.
In the spotlight this week is Kamala Harris's inaugural presidential ad, which notably features Beyoncé's "Freedom." This choice of soundtrack isn't just a musical decision - it's a statement of intent and identity.
But is it effective?
To look deeper into that ad, as well as the explosion of memes and user generated content around the Harris campaign, we turned to Scott Hidinger, Partner and Executive Creative Director at Los York, for his analysis on the current media environment and how the “zeitgeist” can drive voter and consumer behavior.
Scott has created hundreds of campaigns for some of the world’s leading brands, racking up accolades and industry awards for his work. His perspective, and our conversation, is one that you won’t want to miss.
We also dive into all the usual campaign developments in this issue, from fundraising numbers to polling data and campaign strategies, but with a bit of a musical theme in recognition of the Harris campaigns’ first foray into the Election ‘24 ad games.
Join us as we examine how candidates are finding their voice, adjusting their tune to the changing political melody, and striving to strike a chord with voters in what is shaping up to be one of the most consequential and unpredictable elections in recent memory. 🎵🪗
From Beyoncé to Memes: Decoding Kamala's Ad Blitz and Trump's Response with Creative Director Scott Hidinger
I recently had the pleasure of sitting down with my colleague and friend Scott Hidinger, Executive Creative Director and Partner at hybrid ad agency/production company Los York, for a fascinating discussion about political advertising and the creative process.
Here are just a few of the items we touch on:
The "Big Idea" in Advertising: Scott breaks down his concept of "defining the overlap" between zeitgeist and brand truth. It's a masterclass in effective messaging that applies to both commercial and political advertising.
Kamala Harris's "Freedom" Ad: We dissect the high-production value spot featuring Beyoncé's track. Scott offers insights on its polish, messaging, and potential impact.
Organic Content's Power: We explore the viral "Coconut Tree" meme and its massive benefits for the Harris campaign. Scott's take on the dangers and opportunities of user-generated content is spot-on.
Trump's Response: We examine a recent Trump campaign ad and discuss the challenges of rebranding in this new political landscape.
Beyond the political world, my chat with Scott offers serious food for thought for anyone interested in marketing, branding, or communication strategy. We explore how the principles of effective advertising cross industries, drawing parallels between political campaigns and major brands. Scott's insights on creating ideas that truly connect with audiences are gold, whether you're promoting a candidate or a product.
We also dig into the tricky balance of authenticity and strategy, the impact of tapping into cultural moments, and how digital media is changing the game.
There's only one way to get the full scoop – watch the interview! Click below to catch the entire 30-minute conversation. Segments will also be posted to YouTube and on our Instagram channel over the coming days as well.
Trust me, whether you're a political junkie, an advertising nerd, or just curious about how campaigns are trying to persuade, you’ll learn something you didn’t know after watching this.
🎸🤘 Listen to the Money Talk. And talk…and talk…and talk.
We’ve spent a lot of time on this Substack talking about fundraising, with good reason. It's all about the 💰📺🗳️.
Some have said President Biden passed the torch to Kamala Harris in part so he could hand over his campaign cash to her campaign. While it’s true that she has access to those funds, Team Biden has spent huge amounts on advertising since the beginning of 2024, and the bank account isn’t as flush as some would think.
In fact, Biden dropped $50 million in ads the week prior to his disastrous debate in swing states alone.
Will that matter for the Harris Campaign?
It looks like a hard “no,” as the campaign pulled in an eye-popping, mind-blowing $200 million in just the one week since her announcement.
That is big.
Like, history making big.
According to the Financial Times, that’s more than the totals raised from:
The entire first quarter that Biden’s re-election campaign reported ($72M)
Biden’s fundraiser in Los Angeles featuring Barack Obama, Julia Roberts, Jimmy Kimmel and George Clooney last month ($30M)
What Obama and Bill Clinton raised for Biden at a Radio City Music Hall event in March ($26M)
The total Biden brought in the 24 hours after his State of the Union speech ($10M)
And what Trump’s campaign said it brought in after the former president’s felony convictions ($53M)
All of it — combined. 🤯👀
It’s not just the amount, it’s how her team is doing it.
Low donors.
Mega donors.
And the zoom calls, many organized in a matter of hours and generating $20M and counting in just days.
No worries though for Team Trump, as they look guaranteed to have more than enough campaign cash with massive contributions from at least five dozen billionaires, including Elon Musk, Miriam Adelson, and a host of tech investors, venture capitalists, and cryptocurrency executives.
Will Trump’s mega-donors stay the course with this change at the top of the ticket? We will see — but I’d expect Trump to go very big with his lower donor efforts to keep pace, using much of the language we’ve seen in some of the attacks he's made on Harris in the last few days.
Did you participate in any of this over the past week? Share your experience with us!
Dear Mr Fantasy, Play Me a Tune…and Find Me Some Votes?
Last June, Trump launched the "Black Americans for Trump" coalition in Detroit, making bold claims about his appeal to the Black community. He touted his record, stating he'd done "more for the Black population than any American president since Abraham Lincoln." The former president even floated the idea of Byron Donalds, a Black Republican congressman, as a potential VP pick.
Fast forward to pst-Harris polling in Michigan, and the reality looks different. A WDIV/Detroit News survey paints a stark picture: in a hypothetical match-up between Trump and Harris, Trump's support among Black voters isn't just low – it's nonexistent.
The poll shows 82.1% of African American voters backing Harris, 11.5% supporting Robert F. Kennedy Jr., and Trump?
He's singing solo, with no Black voters in the survey supporting him.
Editors note: This data seems off, as there are certainly some black voters in the State that will support Trump. The point here is that the campaign had been claiming big gains in the community, which is now highly unlikely with the Post-Biden political landscape.
Overall, Harris and Trump are locked in a 41%-41% tie, with RFK Jr. as a potential spoiler at 10%. The gender gap is pronounced, with Trump leading among men by 15 points and Harris countering with a 14-point lead among women.
Not long ago, Trump's campaign was claiming that his appeal to Black voters offered a potential path to victory not just in Michigan, but across the country.
But for now at least, some political fantasies prove harder to realize than others.
📻 🕺🏻Me, Myself and I: Insights on Political Ads in 2024
I recently sat down with USC News to discuss political advertising in the 2024 election. While I’m not one to toot my own horn, their team asked some very insightful questions. So, let's break down some of the key points from our chat, much of what I’ve shared here over the past several months.
Record-breaking spending: Political ad spend could hit $17 billion this cycle.
Streaming platforms emerge as a new frontier for political messaging.
Data-driven targeting is reaching new levels of precision.
AI is revolutionizing ad creation but also poses misinformation risks.
Social media remains a largely unregulated battleground for political ads.
Curious for more? Check out the full interview. It's packed with insights on how campaigns are adapting to the changing media landscape.
While you’re at it, blast this tune at work — who couldn’t use a little De La in their day!!?
Ch-ch-ch-changes: Ctrl+Alt+Persuade Evolves with the 2024 Campaign
As the incomparable David Bowie once sang, "Ch-ch-ch-changes, turn and face the strange." Well, it's time for us to embrace some changes of our own.
Since January, we've been bringing you insights, analysis, and the occasional lame joke about political advertising and the 2024 campaign, all completely free. It's been a lot of fun, and your engagement has been nothing short of fantastic.
But as the campaign intensifies and the landscape of political advertising grows more complex by the day, we need to evolve to keep up.
That's why, starting August 1st, we'll be introducing a paid subscription model, and some of our content will fall under the dreaded “paywall.”
Now, I know what you're thinking: "Time may change me, but I can't trace time." (Okay, I'll ease up on the Bowie lyrics.) But here's the deal: this change will allow us to deliver even more in-depth content and exclusive features to help you navigate the world of political advertising and get real, no-spin information on the most important election in our lifetime.
For just $8 a month, paid subscribers will get:
Twice-weekly all-access posts
Exclusive interviews with industry insiders
Weekly chat sessions where I'll answer your burning questions
Monthly deep-dive reports on key campaign strategies or advertising trends
Short, weekly audio briefings on the latest developments
Access to a members-only comments section for more engaged discussions
To our early paid subscribers: you're the real MVPs. Your support has been crucial in getting us to this point, and I can't thank you enough. As a token of my appreciation, your current rate will be locked in.
For those who've been with us since the beginning, don't worry - we'll still offer some free content. But to get the full ctrl+alt+persuade experience and stay ahead of the game in this crucial election year, we hope you'll consider joining us as a paid subscriber.
Thanks in advance for your support,
Steve
P.S. Got questions about the new subscription model? Drop them in the comments, and I'll address them in our next weekly chat. And hey, if you have any Bowie-inspired political slogans, share those too. "We can be heroes, just for one term"?
Not working for you? It’s OK, I'll be here all week.
