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 BidenBiden says he didn't 'overpromise' Finland PM pledges 'extremely tough' sanctions should Russia invade Ukraine Russia: Nothing less than NATO expansion ban is acceptable 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 SandersThe Hill's Morning Report - Presented by Facebook - Schumer tees up doomed election reform vote Schumer prepares for Senate floor showdown with Manchin, Sinema White House to make 400 million N95 masks available for free 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-CortezLouisiana Rep. Troy Carter announces positive COVID-19 test Joining Pelosi, Hoyer says lawmakers should be free to trade stocks Schumer prepares for Senate floor showdown with Manchin, Sinema MORE (D-N.Y.), and former President Obama and his wife Michelle ObamaMichelle LeVaughn Robinson ObamaMichelle Obama: 'Treat fear as a challenge' Barack Obama wishes a happy 58th birthday to 'best friend' Michelle The Memo: 2024 chatter reveals Democratic nervousness 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 TrumpKinzinger welcomes baby boy Tennessee lawmaker presents self-defense bill in 'honor' of Kyle Rittenhouse Five things to know about the New York AG's pursuit of Trump MORE and some of his allies, including Senate Majority Leader Mitch McConnellAddison (Mitch) Mitchell McConnellDemocrats make final plea for voting rights ahead of filibuster showdown Mellman: Voting rights or the filibuster?  Budowsky: To Dems: Run against the do-nothing GOP, Senate MORE (R-Ky.), White House advisor and Trump’s son-in-law Jared KushnerJared Corey KushnerKushner investment firm raises more than B: report Trump: Netanyahu 'never wanted peace' with Palestinians Biden celebrates start of Hanukkah MORE, and Treasury Secretary Steven MnuchinSteven MnuchinSuspect in Khashoggi murder arrested The Hill's Morning Report - Presented by Facebook - Biden to tackle omicron risks with new travel rules Mnuchin and McConnell discuss debt limit during brief meeting 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 SteyerYouth voting organization launches M registration effort in key battlegrounds Overnight Energy: 'Eye of fire,' Exxon lobbyist's comments fuel renewed attacks on oil industry | Celebrities push Biden to oppose controversial Minnesota pipeline | More than 75 companies ask Congress to pass clean electricity standard Celebrities push Biden to oppose controversial Minnesota pipeline MORE.