DONATE Sign Up

OUR ADS FOR 2024 

 

WE DELIVER WHAT’S MOST NEEDED NOW:

POWERFUL NEW MESSAGING FOR DEMOCRATS

© 2022 by Congress Majority PAC and Patrick Reynolds

 

For the imminent 2022 mid-term election, improved messaging is what Democrats need most. 

The ads outlined below are intended for broadcast and for digital media. During the 2024 campaign we’ll send texts to carefully curated voter lists, and messages on Twitter, Facebook, and other media. If we do as with fundraising as projected, we will also have a budget for a major broadcast ad buy.

Our ads below make compelling new arguments that will win votes for Democrats. 

Attack ads help candidates win elections, and there is little doubt about their effectiveness for candidates. Attacking Republicans as a whole will double or triple their impact, and will help all Democratic candidates.

In my opinion, the Democrats’ past reluctance to attack Republicans as a group has made them look weak, while the repeated attacks on Democrats by Republican politicians and pundits has made them look strong. It’s time to fight fire with fire. 

That said, the tone of Congress Majority’s attack ads is reasonable and never strident. The ads I’ve written will appeal to undecided and moderate voters in both Parties. Seven ads are outlined below. 

Another part of our strategy is to run ads as quickly as possible following events in the news that we know are coming. For example, our ads below on climate change should run immediately following extreme weather events in red States. Mass shootings and Roe v. Wade continue to be in the news, and our ads for these, also outlined below, will remain effective and potent through the mid-term election and beyond. 

Non-voters number in the tens of millions; many are cynical about politicians or disillusioned with politics. To reach non-voters, our TV spots conclude, “Vote Democrat — and this time, vote.” Our new ads below shorten this to “Vote Democrat,” but the strategist we hire may like the longer version, as most of the non-voters would vote Democrat.

If enough non-voters can be motivated to turn out, it will significantly change the outcome of the election. 

It’s clear that we are not going to be unified and sing kumbaya with Republicans in the short term. In the past, Biden looked weak when he called for unity, and his agenda did not pass, even with his conciliatory approach. It was a victory for Republicans. 

That’s why it’s time to reconsider attack ads. We need to win in the mid-terms, and we can. Trump blasted Democrats at every turn, and his base listened, was motivated, and rallied. If Democratic leaders will not respond in kind, Congress Majority PAC is positioned to do so.

The ads proposed by CM PAC offer a more dignified way of doing the same for Democrats, without Trump’s crassness and without the involvement of the Democratic Party leadership. Our ads below will appeal to moderates in both parties and will win votes.

Since the Obama administration, the Republican strategy has been to unite in order to stop Democrats from passing any legislation. That’s their longstanding plan to take Congress back, and it’s working for them and has in the past. Working together with Republicans is a pipe-dream, and that approach will not get legislation passed or Democratic candidates elected. 

As the President finally pointed out in the wake of SCOTUS’ decision on Roe, there is a solution: elect more Democrats to Congress. We can achieve that. It’s attainable if we adopt the powerful new strategy I am outlining on this page. 

We can win undecided voters over and motivate millions of disillusioned non-voters to vote, but only if strong, direct messaging is used. Ads like the ones I have written light the way. There is plenty of time build a warchest for the election of 2024. 

Democrats will rally behind this new type of political ad, and millions of moderate Republicans, undecided voters, and cynical non-voters who see ours ads enough times will be persuaded to turn out — and most will vote Democrat.

The ads I’ve written follow below. I believe they would help bring about significant Democratic gains in 2024. 

OUR ADS FOR 2024 

Our ads will change as events and voter priorities shift. Below are our ad concepts as of November, 2022. The political strategist we hire will create the final ads, to be aired during the 2024 campaign. 

 

1. THE ECONOMY 

To position themselves as the more trustworthy managers of the economy, Democrats need to remind voters of their recent past successes, and the recent failures of Republicans (the 2008 economic collapse under Bush and Trump’s tax cuts for the rich.) We are at a loss to understand why the Democrats have not used the obvious arguments that follow.

 

DRAFT OF BROADCAST / DIGITAL AD AND
LAST MINUTE TALKING POINTS FOR DEM CANDIDATES

SHORT VERSION A

Republicans’ anti-regulatory ideology led to the financial crisis of 2008. Obama and the new Democratic majority inherited an economic disaster, but Democrats’ policies lifted America to a new high of prosperity. Donald Trump inherited Obama’s good times, but his Party’s tax cuts for the wealthy and big corporations led to a trillion-dollar loss of revenue, did not create jobs, and set the stage for inflation.  

Democrats can be trusted to keep America prosperous and strong. They’ll govern with pragmatism, not oversimplified Republican ideology. Democrats will do what works for our nation. To restore a strong US economy, vote Democrat in November.

Title card:
Vote Democrat

 

SHORT VERSION B

Here’s why Democrats are better managers of the economy than Republicans. Under George Bush Jr., their anti-regulatory ideology led to loose regulation of the financial sector. By October 2008, the nation was in economic freefall and in a major financial crisis. In November, Americans elected Obama and Democratic majorities in both houses.

When they took office in January, Democrats inherited an economic disaster from Republicans. But their policies lifted the nation to a new high of prosperity in Obama’s first term.

Later, Donald Trump would inherit Obama’s good times, but his Party’s ideology-based tax cuts for the wealthy and big corporations led to a trillion-dollar loss of tax revenue, failed to create new jobs, and set the stage for inflation.

Only the Democrats can be trusted to keep America prosperous and strong. They’ll govern with pragmatism, and not oversimplified Republican ideology.

Democrats will do what works for our nation. Let’s prevent another financial collapse and vote Democrat.

Title card:
Vote Democrat.

LONG VERSION:

Under Democrat Bill Clinton, America enjoyed a major financial boom. Then George Bush and the new Republican majority in both houses loosened regulation of the banks and sub-prime mortgage industry, and that caused the financial collapse of 2008. Republicans lost the Presidency and their majority in both houses.

Obama took office in 2009 with America teetering on the brink of economic disaster, but the new President and the Democrats steered America back to prosperity. There was unprecedented job growth and the stock market soared to an all-time high. Donald Trump inherited Obama’s good times, but his Party’s tax cuts for the wealthy and big corporations led to a trillion-dollar loss of revenue, did not create jobs, and set the stage for inflation.

Recently Democrats passed landmark bills for infrastructure, gun control, support for veterans, climate change, and clean energy. They boosted semiconductor manufacturing in the USA, and health care coverage for seniors and the poor. And they paid for all of it by raising taxes on the wealthy and big corporations.

Democrats do what works for a strong economy and have a long history of delivering prosperity. But if Republicans win a majority in either house, gridlock will return, and possible economic collapse.

Let’s not forget that their simplistic ideology of deregulation caused the financial collapse of 2008. It was an erroneous policy that most Republicans still cling to.

The truth is, Democrats are far superior stewards of our economy.

Vote Democrat for prosperity and for America’s future — and this time, vote.  

 

2.  IMMIGRATION

In his October 2, 2022 My Take for CNN, Fareed Zakaria pointed out that Biden must fix immigration, or the US will one day veer to the extreme Right. He points out that Sweden and Italy both accepted waves of immigrants from Syria and other nations. Their liberal immigration policies caused the collapse of voter support for the Center Left and helped elect extreme-right leaders with a connection to Fascism. Zacaria concludes, “It all centers on an issue that the Biden administration would do well to take seriously: immigration.”

Perhaps in acknowledgement of this political reality and the growing crisis on our southern border, Biden recently reactivated Trump’s Title 42 to stem the flow north. As the equator becomes uninhabitable due to climate change, the globe will see masses of displaced people moving north or south. 

Democrats should blow their horn about Biden’s return to Title 42, and publicly support the President’s order. Some voters in the base will be displeased, but far greater numbers of voters, including many Republicans, will breath a sigh of relief. 

Text message ad:
(DRAFT)

When Joe Biden sees a policy isn’t working, he’s not afraid to change course. This month the President took strong action to make it harder for migrants to enter the US, and reverted back to Title 42 of the Trump years. Democrats know we need less ideology from our leaders and more pragmatism.

They recently passed landmark bills for infrastructure, gun control, support for veterans, climate change, clean energy, semiconductor manufacturing in the USA, and boosted health care coverage for seniors and the poor. And they paid for all of it by raising taxes on the wealthy and big corporations. In short, Democrats got Washington functioning again.

Democrats’ policies have a solid history of delivering prosperity, under both Bill Clinton and Obama. But if Republicans win a majority in either house, gridlock will return to Washington. If Republicans win back control of both houses, they will deregulate the banks again and as in 2008, it will lead to another economic collapse.

Vote Democrat for a strong economy, tightened border controls, and a functioning government. And this time, vote!

 

3. GUN CONTROL

In May, Uvalde marked the 215th mass shooting of 2022, and in July the number passed 300. This series of ads could run immediately after the next major mass shooting; our strategist will weigh in on timing.

Gun-loving Trump followers are never going to vote Democrat, but they are not the target audience. We’re after moderates, non-voters, and the undecided, especially the young. I believe this ad will motivate many of them to vote Democrat in November. 

Here are two ads focused on gun control. The first gets personal. 

BROADCAST AD: (DRAFT)

This ad would edit together news clips of interviews with victims of mass shootings, especially at schools, and global warming events, saying quotes similar to the ones outlined below. With their help and support, these ads could quickly and inexpensively be created.

Alternatively, some parents who lost children at mass shootings in schools have organized and may send us short clips to us. They should be easy to contact through these groups.

It might be possible to use TV news clips (most TV news reporters have access to a large database of clips).

FATHER: I lost my son in Uvalde.

MOTHER: My daughter was murdered in Highland Park.

CHILD: I lost my Dad.

CHILD: My Mom went to heaven.

CHILD: I lost three classmates in Sandy Hook

MOTHER: I lost my son in Columbine.

FATHER: Why can’t they do something?

We fade to black but the voices continue. Finally we hear a child.

CHILD: When is Mommy coming home?

In silence, these titles fade up in silence: 

TITLE: In July, Senate Republicans refused to raise the gun purchase age to 21

Fade up in silence:

TITLE: They also refused to ban the sale of assault weapons.

Fade up in silence:

TITLE: Vote Democrat.

Below is our gun control ad using only photos and news clips and voiceover. It’s a standalone ad, but could also be combined with the one above; we will discuss with our strategist.

We see Republican Ted Cruz speaking in Congress, clips from news footage of mass shootings in schools, and finally, the faces of the children who died.

VO: After blocking gun control for years, Republicans finally agreed to pass a gun control law in June, following the mass shooting of 17 children in Uvalde. But Republicans still refuse to raise the gun purchase age to 21 or ban the sale of assault rifles. Democrats will get it done with a 60-vote majority in the Senate, and a majority in the House. Your vote matters. In November, vote Democrat — and this time, vote.

Fade up title:

Vote Democrat. 


img

4.  CLIMATE CHANGE

Run this series of ads during a heat wave or superstorm /tornado / flood in states with toss-up races. This series of ads would edit together news clips of interviews with real people after their homes were damaged or destroyed, some with their families beside them. 

We will propose to CNN that they help us secure raw news footage of interviews with victims of mass shootings, especially at schools, and global warming events, saying quotes similar to the ones outlined below. With their help and support, these ads could quickly and inexpensively be created.

Alternatively, some parents who lost children at mass shootings in schools have organized and may send us short clips to us. They should be easy to contact through these groups.

There are green orgs as well who may have a network that will provide us with video clips similar to the ones in our climate change ad below.

 

or alternatively, we can subscribe to the database of TV news video clips used by most TV reporters, and our editor could search for real people saying things like the following: 

 

HOMEOWNER:

I lost all four of my kids in the flood.

I lost my husband. He’s never coming back.

It’s like lost my whole life.

We never had storms like this before — not that I can remember. It’s global warming. Climate change.

This was the hottest summer I can remember.

Worst drought in State history.

Something’s wrong.

We have to do something.

Do something!

Fade up titles:

Not one Republican in the Senate voted for the Global Warming bill.

Vote Democrat. 

Another version uses only voiceover, but tells the history of Republicans on this issue:

We see a montage of smokestacks spewing toxic smoke, dried-up reservoirs, torrential downpours, floods, and other images of climate change.

VO: For years, Republicans have blocked bill after bill to combat global warming. Democrats will pass laws to stop the crisis before it’s too late. Had enough? You can help save our planet. Our future depends on you. Vote Democrat in November — and this time, vote.


img

5. ROE V. WADE

Our strategist and ad agency will develop these ads. No. 1 has a teenage girl telling a personal story and No. 2 uses voiceover and another teen girl with a baby.

1. We see a white teenage girl talking into the camera, living in poverty. She’s alone in a room in provisional housing, and we see a baby sleeping on the bed behind her. She looks depressed and angry, at times on the verge of tears.

Girl: I got pregnant and my boyfriend left. I tried to go out of state to end my pregnancy, but I couldn’t get the money. Someone said I should have him, and after he was born, I couldn’t bear to give him up. Now I’m alone, taking government money. My dreams of college seem like a distant memory. I work at a job I hate. 

She turns away to tend to her baby and sings softly to him.

Fade to black as her singing continues, but she starts to sob quietly. Titles come up one by one as the sound of her sobbing fades out:

The Supreme Court ruling on Roe can be overturned by Congress.

Needed: 60 Democrats in the Senate, and a majority in the house.

Vote Democrat. 

Fade out.

2. We see a teenage girl in poverty, holding her baby and singing softly to her child.

VO (female): There’s no freedom in forced motherhood. No one likes abortion, but in many states a woman’s choice is gone, thanks to Conservatives on the court. How many teenage girls, emotionally unable to give up their babies for adoption, will drop out of school and spend years on welfare, in poverty? With 60 seats in the Senate and a majority in the House, Democrats will make a woman’s right to choose the law of the land. Vote Democrat — and this time, vote.


img


6. Stop the steal, Republicans. 

This ad and the next one appeal to the deep love of Democracy and freedom shared by all Americans, especially Republicans. Ideally, run this ad when January 6th is in the news, or if Trump is prosecuted by the Justice Department. We’ll rely on our strategist to rewrite this ad in a more moderate tone, if needed:

VO: Was the last election stolen? No. The true election steal is by Republican legislators, who have been gerrymandering districts and passing flagrant voter suppression laws to help Republicans steal elections.

In Congress, Republicans refused to pass the Democrats’ election reform bill.

Like Donald Trump, they will do anything to win and stay in power. You can save our Democracy and stop the real steal. Vote Democrat in November — and this time, vote.

Fade up:

Vote Democrat. 


img

7. Save our Democracy

 

Our next ad also appeals to Americans’ love of Democracy and freedom. Republicans have used Democracy in their stump speeches, and it’s time for Democrats to do the same, and run ads like the ones below. See the links to news articles below.

We see video clips of Republicans speaking against certifying the election, and perhaps footage from January 6th. Our strategist and ad agency will know best. Before the end, we come back to our host, who closes the spot:

VO: Your vote for Republicans is a vote for authoritarianism, and to destroy Democracy. 139 House Republicans voted against certifying Biden as President when they knew Trump had lost. They failed to overturn the election, but next time if Republicans have the majority, they may succeed. Let’s make sure that never happens. Save our Democracy and vote Democrat in November — and this time, vote.

Fade up title:

Vote Democrat. 

For background on why the above ads 5 and 6 could be effective, see this news article asking why Democrats aren’t running on Democracy. 


img

8. Maybe you’re not a Republican after all.

 

This ad campaign takes the fresh approach of intercutting short, contrasting answers from “man-on-the-street” interviews of center Democrat voters and center to right-of-center Republicans. 

This campaign will ask voters questions like:

Should the government help people who are struggling?

Do we need the government in our lives?

Do we need government regulation?

How do feel about mask mandates?

 

The tag-line as drafted now for each of the spots in this series is, “Maybe you’re not a Republican after all. Join the Democrats for smarter government. Vote Democrat — and this time, vote.”

During editing, we can try deleting the “Maybe you’re not a Republican after all” sentence, to see if it plays better.

If real people are used, they will sign releases before being interviewed and told that we are filming a political commercial for the internet or broadcast, depending on how much we raise.

Using actors would provide more control, and might make filming faster and easier. Each approach has its pros and cons. 

We’ll see short clips, intercutting voters’ contrasting answers to those questions.

Should the government help people who are struggling?

Feelings about this question are perhaps the most fundamental driver of which Party voters identify with. This ad will hint that Republicans  care mostly for themselves and their own interests; some will appear affluent and smug about their success, while others will be poorly educated. A man driving a Cadillac SUV will say we don’t need to help others.

The Democratic voters answering this question will be average citizens — ordinary, nice people who care about their community, our country, and the planet, and don’t mind giving up a little bit to help those less fortunate.

This ad will change minds; our ad agency will weigh in and develop this concept. We are not writing a script for this ad because it’s self-explanatory. What it needs is a top director, unless we conduct man-on-the-street interviews for it.

 

Do we need the government in our lives?

The goal of the next ad is to undermine a fundamental belief among millions of Republicans that we don’t need the government in our lives.

Republicans and Democrats give contrasting comments like the ones following:

 

Republican: “We don’t need the government.”

Elderly woman No 1: “Well, I need my Medicare.”

Republican No. 2: “The government is too big.”

Elderly man No. 1: “Hey, my Social Security check is how I live.”

Woman: “The help I get with daycare lets me go to work every day.”

Hurricane victim: “They really helped me after that last hurricane.”

Man in 40’s: “I got laid off during Covid, but Uncle Sam helped me put food on the table for my family.”

Woman in 50’s: “I got all my Covid vaccinations free.”

Man in 60’s: “They sent us free test kits.”

Man in wealthy home: “I’m tired of paying for all this stuff.” 

Woman in wealthy home, sarcastically: “Can’t we just give them all some cake?”

Sweet elderly woman: “I’ve never minded paying a little extra for those less fortunate than me.”

Elderly man No 1: “Of course, we need the government!”

Elderly man No.2: “Without our government, this country would be a much bigger mess than it is.”

Affluent man in front of his new car and his mansion: “Don’t tax me and don’t tread on me.”

Elderly man No. 1: “We’re in this together.”

VO / Host: Maybe you’re not a Republican after all. Join the Democrats — and this time, vote.

 

Do we need government regulation?


The goal of the next ad is to undermine a fundamental belief among millions of Republicans that we don’t need government regulation.

We see quick cuts taken from ‘man on the street’ interviews, with answers like these:

Man: “We need more regulation of Wall Street and the banks to prevent another financial collapse, like the one under George Bush in 2008.”

(NOTE: Preventing financial collapse appeals to many Republicans.)

Republican man: “Nah, we don’t need government regulation.”

Woman No. 1: “The food industry and Big Pharma need regulation.”

Man No. 2: “The vaping industry got my kid hooked. You shoulda seen the ads. Those companies need regulation.”

Woman No. 2: “The marijuana industry needs regulation — like don’t put a billboard near my kid’s school.”

Man No. 1: “Of course we need regulation, to protect people.”

VO / Host: Maybe you’re not a Republican after all. Join the Democrats for smarter government. Vote Democrat — and this time, vote.

How do you feel about mask mandates?

As of mid-July, 2022, a new, more contagious strain of Covid is spreading rapidly in the US. This ad will become relevant in areas that return to mask mandates, and explore how Blue and Red voters feel about them.

Maskless man: “You can’t tell me what to do. I want my freedom!”

Man with mask, to maskless man: “What about my freedom to not get Covid from you? I’m good with the mask mandate, and I’d like you to put your mask on.”

Woman with mask to camera: “Do I like wearing a mask? No! But I care about the health of others, and about my own health, hello! I’ll wear it till the mandate is lifted.”

Woman to maskless man, slightly angry: “My freedom to not get Covid is more important than your freedom to go without a mask. What about my freedom to stay healthy? Do you only think about yourself?”

VO / Host: Maybe you’re not a Republican after all. Join the Democrats for the smarter government. Vote Democrat — and this time, vote.

 

The goal of the No. 7 ad series is to make center Republicans question their fundamental ideology and even their identification with the Republican party. Our ads will be run only in battleground states and toss-up races.