Progressive group launches $2M pro-Biden ad buy targeting young voters

Progressive group launches $2M pro-Biden ad buy targeting young voters
© Getty Images

NextGen America, a progressive group aimed at mobilizing young voters, is spending $2 million on the launch of four new digital ads promoting presumptive Democratic presidential candidate Joe BidenJoe BidenTrump denies White House asked about adding him to Mount Rushmore HuffPost reporter: Biden's VP shortlist doesn't suggest progressive economic policies Jill Biden says she plans to continue teaching if she becomes first lady MORE as a progressive candidate. 

NextGen is launching the ads Thursday and they will run through August. The group said it will run the 30-second ads on platforms frequented by young potential voters, including Facebook, Instagram, YouTube, VeVo and Hulu. 

The ads aim to make young voters enthusiastic about voting for the former vice president in the fall, NextGen America Executive Director Ben Wessel told The Hill Wednesday. 

ADVERTISEMENT

“We know that young people don't actually know a ton about Joe Biden, even though he's been in politics for 50 years,” Wessel said. “The goal of these ads are to show that the policy platform he’s putting forward is very progressive and in line with what young people want to have happen in the next presidency, and that Biden is getting advice from experts and activists from within the progressive movement.

“The more motivated they are to support Biden, the more motivated they’ll be to cast a ballot,” he added. 

The ads incorporate messaging from a May-June online survey of young voters conducted by NextGen America and Global Strategy Group. The survey found the most effective messages focused on Biden’s ability to build a competent, progressive team around himself and his willingness to listen to young voters, according to NextGen. 

One of the new ads, “Team Biden,” flashes to different prominent progressive figures, including Biden’s former primary opponent Sen. Bernie SandersBernie SandersTrump is fighting the wrong war Michelle Obama, Sanders, Kasich to be featured on first night of Democratic convention: report The Memo: Trump team pounces on Biden gaffes MORE (I-Vt.,) in the style of a comic book. The ad also features former Secretary of Housing and Urban Development Julián Castro, who also challenged Biden in the primary, Rep. Alexandria Ocasio-CortezAlexandria Ocasio-CortezMichelle Obama, Sanders, Kasich to be featured on first night of Democratic convention: report Democratic convention lineup to include Ocasio-Cortez, Clinton, Warren: reports Ethics Committee orders Tlaib to refund campaign ,800 for salary payments MORE (D-N.Y.), and former President Obama and his wife Michelle ObamaMichelle LeVaughn Robinson ObamaJill Biden says she plans to continue teaching if she becomes first lady Michelle Obama, Sanders, Kasich to be featured on first night of Democratic convention: report Democratic convention lineup to include Ocasio-Cortez, Clinton, Warren: reports MORE

The Obamas were the top two most favorable people or groups among young voters, according to the NextGen America survey. Sanders was the fourth most favorable on the list, behind Black Lives Matter. 

ADVERTISEMENT

Another ad, titled “Your Choice,” also features Sanders, Ocasio-Cortez and the Obamas. The ad juxtaposes the “team” of Democrats alongside Biden with a “team” of President TrumpDonald John TrumpTrump suggests some states may 'pay nothing' as part of unemployment plan Trump denies White House asked about adding him to Mount Rushmore Trump, US face pivotal UN vote on Iran MORE and some of his allies, including Senate Majority Leader Mitch McConnellAddison (Mitch) Mitchell McConnellTrump signs executive orders after coronavirus relief talks falter Coronavirus deal key to Republicans protecting Senate majority Coronavirus talks collapse as negotiators fail to reach deal MORE (R-Ky.), White House advisor and Trump’s son-in-law Jared KushnerJared Corey KushnerLincoln Project ad dubs Jared Kushner the 'Secretary of Failure' Deutsche Bank launches investigation into longtime banker of Trump, Kushner Watchdog group accuses Stephen Miller of violating Hatch Act with Biden comments MORE, and Treasury Secretary Steven MnuchinSteven Terner MnuchinWhite House officials, Democrats spar over legality, substance of executive orders Sunday shows - Trump coronavirus executive orders reverberate Pelosi: 'Of course there's room for compromise' on 0-per-week unemployment benefit MORE

A third ad, titled “A Leader who Listens” focuses solely on healthcare, and features young voters voicing support for Biden’s stance on the issue. The fourth ad is titled “A Bridge to the Next Generation,” and features clips from recent protests over police brutality and racial inequality. 

“I view myself as a bridge,” Biden is heard saying in the ad. “There’s an entire generation of leaders. They are the future of this country.” 

If elected, Biden, 77, would be the oldest president in the nation’s history. 

The new flight of ads is the second set of pro-Biden ads NextGen has launched since endorsing Biden in May. NextGen America was created in 2013 by billionaire hedge fund manager and former Democratic presidential primary candidate Tom SteyerTom SteyerSteyer endorses reparations bill, commits to working with Jackson Lee Progressive group launches M pro-Biden ad buy targeting young voters The Hill's Campaign Report: Jacksonville mandates face coverings as GOP convention approaches MORE.