Kamala Harris’s powerful first campaign ad pits freedom against chaos
Kamala Harris’s powerful first campaign ad pits freedom against chaos
The Harris For President campaign asks a simple question: What kind of country do we want to live in?
BY Jeff Beer
Kamala Harris dropped her first presidential campaign ad less than a week after President Biden announced he would no longer seek re-election.
The spot begins with Harris asking a simple question: What kind of country do we want to live in?
“There are some people who think we should be a country of chaos. Of fear. Of hate. But us, we choose something different. We choose freedom.”
Cue Beyonce’s hit song “Freedom,” off of her 2016 album Lemonade.
In the spot, Harris deftly positions herself as a candidate that is about building a country that prioritizes freedom and justice for all of its citizens. As the camera flashes from workers in a kitchen to a woman in a hard hat to a young family riding bikes down the street, Harris’ voiceover outlines her vision:
“The freedom not just to get by, but to get ahead. The freedom to be safe from gun violence. The freedom to make decisions about your own body. We choose a future where no child lives in poverty. Where we can all afford healthcare. Where no one is above the law. We believe in the promise of America and we’re ready to fight for it. Because when we fight. We win.”
The spot uses an optimistic, forward-looking tone and perspective to tap into an energy. It’s an energy that, over just a few days, has galvanized the Democratic Party, drummed up support for Harris, and resulted in record fundraising.
It’s a near-perfect first political ad, from its dynamic tone to its powerful and inclusive imagery. It also happens to be a worthy companion to the grassroots marketing efforts that have sprung up around Harris. Since Biden’s announcement, fan-made, unofficial campaign ads and memes have turned Harris into a pop-culture phenomenon.
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