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

Progressive group launches $2M pro-Biden ad buy targeting young voters
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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 BidenSanders: Reinstating SALT deduction 'sends a terrible, terrible message' GOP braces for wild week with momentous vote Shining a light on COINTELPRO's dangerous legacy 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. 


“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 SandersSanders: Reinstating SALT deduction 'sends a terrible, terrible message' Democrats hit crucial stretch as filibuster fight looms GOP is consumed by Trump conspiracy theories 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-CortezBattle lines drawn over Biden's support for vaccine waivers Overnight Energy: Update on Biden administration conservation goals | GOP sees opportunity to knock Biden amid rising gas prices | Push for nationwide electric vehicle charging stations The Memo: The GOP's war is already over — Trump won MORE (D-N.Y.), and former President Obama and his wife Michelle ObamaMichelle LeVaughn Robinson ObamaThe Memo: The Obamas unbound, on race Obamas' first White House dog, Bo, dies Michelle Obama praises BLM, says she fears for daughters 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. 


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 TrumpSanders: Reinstating SALT deduction 'sends a terrible, terrible message' GOP braces for wild week with momentous vote One quick asylum fix: How Garland can help domestic violence survivors MORE and some of his allies, including Senate Majority Leader Mitch McConnellAddison (Mitch) Mitchell McConnellGOP braces for wild week with momentous vote GOP divided over expected Cheney ouster Sunday shows - White House COVID-19 response coordinator says US is 'turning the corner' MORE (R-Ky.), White House advisor and Trump’s son-in-law Jared KushnerJared Corey KushnerNew Kushner group aims to promote relations between Arab states, Israel Republicans request documents on Kerry's security clearance process Iran moves closer to a diplomatic breakthrough that may upset Israel MORE, and Treasury Secretary Steven MnuchinSteven MnuchinDemocrats justified in filibustering GOP, says Schumer Yellen provides signature for paper currency Biden's name will not appear on stimulus checks, White House says 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 SteyerTop 12 political donors accounted for almost 1 of every 13 dollars raised since 2009: study California Democrats weigh their recall options Why we should be leery of companies entering political fray MORE.