A surge of TV and digital ads selling the massive Covid recovery package will hit the airwaves next week, just as President Joe Biden and Vice President Kamala Harris embark on a national tour to explain what they’re delivering to Americans.
Unite the Country, a pro-Biden super PAC, has launched a seven-figure TV and digital ad campaign in the battleground states of Wisconsin, Pennsylvania, Michigan, Arizona and Georgia.
“Joe Biden kept his word and that’s exactly what your president should do,” says the new ad from Unite the Country, which was first provided to POLITICO.
The ad campaign casts the $1.9 trillion “rescue” package as promises made, promises kept by the president, who campaigned on a pledge to get the pandemic under control and deliver help for those suffering from its effects. And it is timed to hit the airwaves as the president, vice president and their spouses tour the country to tout the elements of the massive plan, which includes direct payments to many Americans, as well as funds to distribute vaccines, open schools and aid local governments, workers and businesses.
“Our number one goal has always been to support Joe Biden since he’s signed his first large piece of legislation,” said Amanda Loveday, senior adviser with Unite the Country. “We are here to support and amplify that effort.”
The early focus on the specific key states is an acknowledgment by Democrats that the battleground states were “extremely close” last November, Loveday said.
“We know that the same states that mattered in 2020 will matter again in the midterms,” Loveday said.
The ad offensive comes on top of a multimillion-dollar, two-year effort recently launched by Priorities USA to amplify Biden’s messaging before the midterms. According to Priorities, their ad campaign targets new Democratic voters who turned out in 2020 including those who voted for Biden after supporting former President Donald Trump or Republicans in the past.
The impending blitz comes as the Biden administration looks to capture momentum and public support following the passage of the president’s signature legislative achievement, which passed Congress without any Republican support.
The Biden administration has been cognizant of its need to explicitly lay out to Americans what they just accomplished, something critics have said then-President Obama failed to do after he passed a massive stimulus effort in 2009. Democrats were subsequently blown out in the midterm elections.
Biden last week lamented that Obama was just too “modest” about taking a “victory lap.”
“I kept saying, ‘Tell people what we did.’ He kept saying, ‘We don’t have time, we’re not going to take a victory lap,’” Biden said, recalling conversations with Obama. “And we paid a price for it, ironically, for that humility.”
Christopher Cadelago contributed to this report