In this political ad, we see several key elements that are commonly used in such campaigns. Firstly, we observe a pretty negative, radical atmosphere, highlighted by the red color associated with Donald Trump and the blue color representing Kamala Harris.

Archetypes in Political Ads

Trump is portrayed in the archetype of the ruler, while Kamala Harris is depicted as Athena — the wise lady and leader, and also Artemis — the fighter. This narrative is supported in other political ads and media work where Harris states, “I am a prosecutor,” and he is “a convicted felon.” This creates a deep understanding of “us and them,” which is a classical approach in political ads. It is essential to clearly define the enemy we are fighting against.

Emotional Response and Support

In the next part of the video, we see emotional scenes where the candidate interacts with various groups supporting her and her agenda. For example, the ad talks about the freedom to be safe from gun violence, the freedom to make decisions about one’s body, and a future where no child lives in poverty and everyone can afford healthcare.

Social Issues and Problems

Important social issues are raised here: fighting poverty, healthcare, and others. This correlates with today’s endorsement of Kamala Harris by Barack Obama. The ad clearly defines who the convicted felon is and who stands for justice.

Final Part: Call to Action

At the end of the video, there is a call to action accompanied by music associated with influencers and opinion leaders who support Harris. The candidate is dressed in dark blue, symbolizing stability and confidence, while light blue represents moving forward.

This is a classic strategy: defining the enemy, showing support from various groups, highlighting key issues and problems, and then calling for action. The video also emphasizes Harris’s experience and management skills, reinforcing her archetype as Athena.

Conclusion

In the next video, I will explain how phone banking for Harris works and how grassroots campaigns are organized. I hope this video was interesting for you. If you want to work with us as campaign managers or on other communication projects, please contact us in Washington, D.C., or in our office in Europe.