In the 2024 election, the ads that worked were interesting and had [[Write How People Speak|crystal clear messages]]. And if the ads that worked were Democratic ads, chances are they [[Write How People Speak|sounded like Republican ones]]. These spots aren't necessarily perfect, but they worked. Political professionals who care about winning campaigns should take note. **[Jared Golden (D)](https://www.youtube.com/watch?v=wiWehGvFU0E), "Message"** *ME-02, Won by 0.6%* The lesson here? Don't beat around the bush. Just say the thing. The gag might be a little much, but it works. The key here is these people look like the opposite of woke hipsters at Bowdoin College. "Stood up to Biden." You don't see many Democrats gutsy enough to say that in their ads. **[Josh Riley (D)](https://www.youtube.com/watch?v=CeeJl5elpeI), "Stop Screwing Around"** *NY-19, Won by 2.2%* "Most Democrats don't have the guts to say it, but it's gotta be done." Again, the lesson is about [[Write How People Speak|just saying the thing]]. The 20th century convention from public relations that you should deflect attention away from your weak issues ought to die. Get right to undercutting the problem about you in voters minds, and don't waste time saying other stuff. **[Elissa Slotkin (D)](https://www.youtube.com/watch?v=x9cXYkn7Tok&t=12s), "EV Mandates"** *MI-Sen, Won by 0.3%* Elissa Slotkin took on EVs, straight up, playing good defense in an *authentic* way. It feels like losing, so campaigns often wait to play defense until a last resort - even if suspect know early on voters will need to hear it. Slotkin did what she needed to do in plain language, well-performed: separate herself from an anchor around her waist on a local issue. [[Write How People Speak|Voters give you credit for the authenticity if you do it right.]] Contrast Slotkin to Kamala Harris saying "I can't think of a single thing" I'd do differently than Biden - her anchor. The Harris campaign was completely caught up in base capture. Only one of them won Michigan. **[Pat Ryan (D)](https://www.youtube.com/watch?v=3ekJWmAeOPU), "Gun Problem"** *NY-18, Won by 14.4%* Pat Ryan's campaign team thought hard about structuring "Gun Problem." You can turn the sound off and you still get it - no accident, and an important best practice. Just a brutal takedown. You never leave the scene, and its packed with visual and auditory evidence in support of *one* message that you can't forget. Here's betting [[Don’t Let the Pollster Write the Ads|one that the pollster didn't write]]. **[Juan Ciscomani (R)](https://www.youtube.com/watch?v=f2BcY3luEqQ), "Reactions"** *AZ-06, Won by 2.5%* Tell me everything bad about your opponent and you sound like every other politician. Tell me one thing bad about him, and I might associate it with him. Juan Ciscomani pulls off a clear negative hit. It's about one quote, not four. And it's coming from "real people," not the candidate. Voters believed them. **[Donald Trump (R)](https://youtu.be/_e8-KX3XKL8?si=O-z003SCbJI905KA&t=3), "She's for They / Them"** *President, Won by 86 electoral votes* "She's for they/them. He's for us." This is what won the Presidency, if you want monocausal explanations - ([[We aren't pundits|which are almost always bad]], h/t [[Jonah Goldberg]]). The Trump campaign theory: go looking for votes where you can find them, even if you're not going to win the demographic entirely. This is the way to run in a presidential cycle when no one really knows what turnout will be. Voters see too much content to be offended by a message they don't like. Our brains are attuned to find things that appeal, and we ignore the rest in the [[Attention Economy|attention economy]]. **[Stop Houston Murders (R)](https://youtube.com/playlist?list=PLi3EzRwViNttItp9FfMS2MExKLdDJOd0K&si=ZN4eBjIMxJCU2MZD), "Aimee," "Jazmen," "Voices"** *Houston area judges, Swept Appellate Court* In a similar vein, our ads for JFPAC and Stop Houston Murders targeted votes where we could find them - even if we wouldn't win the demographic entirely. Republicans don't normally talk to minorities. And even if you won't win the voting bloc, it's worth it to bolster support where you can and cleave coalitions in an authentic manner. **[Tammy Baldwin (D)](https://www.youtube.com/watch?v=YuttP5Ul4V4), "Close to Home"** *WI-Sen, Won by 0.9%* It is undeniably authentic, and it doesn't try to be more than one thing or preach to you. It's also taking on a Republican issue.