Kamala Harris and Donald Trump have released their first campaign ads since President Joe Biden withdrew from the 2024 election and endorsed Harris as the Democratic nominee. Just looking at the two ads is all it takes to understand who these candidates are and what their campaigns are all about.
In fact, even for someone who doesn’t speak a word of English, the point of the ads are clear. The Harris ad is set to music that is serious but upbeat and inspiring. It’s filled with images of the candidate not just giving speeches but interacting with people in a way that shows empathy and support.
The Trump ad is a visual nightmare, full of sharp cuts, repeating images, jump-scare sound effects, an announcer using a tone of deep disgust, and a musical score that implies death is never more than inches away. It’s 100% an attack ad from beginning to end with a scowling Trump appearing only to give his approval.
Mostly, the Trump ad just seems tired. And old. Really old.
In her ad, Harris presents herself as both forceful and caring. Tough, but empathetic.
YouTube Video
It starts by flipping through images of Harris in the past while defining her by the people she has opposed in her career: criminals, big banks, and drug companies. It does this while maintaining imagery showing that Harris wasn’t acting out of malice or to gain advantage for herself. These are battles she fought to help others, “because Kamala Harris has always known who she represents.”
In just a few sentences, Harris defines the nature of this campaign in a way that’s clear and precise.
“This campaign is about who we fight for,” Harris says in the ad. “We believe in a future where every person has the opportunity not just to get by, but to get ahead. Where every senior can retire with dignity. But Donald Trump wants to take our country backward; to give tax breaks to billionaires and big corporations and end the Affordable Care Act.”
Then Harris delivers the line that has already emerged as the theme of her campaign: “But we are not going back.”
Moving between images of Harris speaking and greeting people in homes, workplaces, and community settings, it’s an ad that has both an old-fashioned dignity and a forward-looking hopefulness. It’s an ad that re-introduces Harris to America in a way that makes her seem comfortable, without abandoning any of the progress that her presence at the head of the ticket represents.
It doesn’t focus on the fact that she’s a woman of color stepping into a role long dominated by white men. It just shows it.
On the other hand, the Trump ad could have been lifted from any campaign Trump has appeared in since 2015.
Trump’s ad tries to define Harris, only it’s targeted at the same fearful right-wing supporters who think the first step in making things better is finding the right people to hate.
Just as Trump insists on attacking Harris over her laugh, the ad takes a moment in which Harris is clearly enjoying herself and demonizes it. It shows a Black woman experiencing joy and invites its audience to sneer.
After repeating false claims about Harris being in charge of the border, the ad goes on to blame her for 250,000 fentanyl deaths and for allowing ISIS terrorists into the United States. The nonsensical nature of these claims isn’t important. They’re just mud being flung, and if anyone tries to fight them Trump can always lie some more. In fact, he wants people to try and correct these claims. Because when they’re doing so, he’s defining the boundaries of engagement.
But the thing that’s most shocking about the Trump ad isn’t the lies. It’s how dated it seems, how out of touch. How much it seems to just be rehashing ads that Trump used against Biden and against Hillary Clinton. Take out the images of Harris, and it might be about anyone Trump was trying to smear.
Maybe old dogs can learn new tricks, but old men who hate dogs apparently can’t. Trump has no new tricks.
It’s sad. And kind of pathetic. Just like the scowling guy who gives his endorsement at the start of the ad.
Help Donald Trump find his own retirement—dignity optional—by giving $5 to Kamala Harris’ campaign for the White House.
In fact, even for someone who doesn’t speak a word of English, the point of the ads are clear. The Harris ad is set to music that is serious but upbeat and inspiring. It’s filled with images of the candidate not just giving speeches but interacting with people in a way that shows empathy and support.
The Trump ad is a visual nightmare, full of sharp cuts, repeating images, jump-scare sound effects, an announcer using a tone of deep disgust, and a musical score that implies death is never more than inches away. It’s 100% an attack ad from beginning to end with a scowling Trump appearing only to give his approval.
Mostly, the Trump ad just seems tired. And old. Really old.
In her ad, Harris presents herself as both forceful and caring. Tough, but empathetic.
YouTube Video
It starts by flipping through images of Harris in the past while defining her by the people she has opposed in her career: criminals, big banks, and drug companies. It does this while maintaining imagery showing that Harris wasn’t acting out of malice or to gain advantage for herself. These are battles she fought to help others, “because Kamala Harris has always known who she represents.”
In just a few sentences, Harris defines the nature of this campaign in a way that’s clear and precise.
“This campaign is about who we fight for,” Harris says in the ad. “We believe in a future where every person has the opportunity not just to get by, but to get ahead. Where every senior can retire with dignity. But Donald Trump wants to take our country backward; to give tax breaks to billionaires and big corporations and end the Affordable Care Act.”
Then Harris delivers the line that has already emerged as the theme of her campaign: “But we are not going back.”
Moving between images of Harris speaking and greeting people in homes, workplaces, and community settings, it’s an ad that has both an old-fashioned dignity and a forward-looking hopefulness. It’s an ad that re-introduces Harris to America in a way that makes her seem comfortable, without abandoning any of the progress that her presence at the head of the ticket represents.
It doesn’t focus on the fact that she’s a woman of color stepping into a role long dominated by white men. It just shows it.
On the other hand, the Trump ad could have been lifted from any campaign Trump has appeared in since 2015.
Trump’s ad tries to define Harris, only it’s targeted at the same fearful right-wing supporters who think the first step in making things better is finding the right people to hate.
Just as Trump insists on attacking Harris over her laugh, the ad takes a moment in which Harris is clearly enjoying herself and demonizes it. It shows a Black woman experiencing joy and invites its audience to sneer.
After repeating false claims about Harris being in charge of the border, the ad goes on to blame her for 250,000 fentanyl deaths and for allowing ISIS terrorists into the United States. The nonsensical nature of these claims isn’t important. They’re just mud being flung, and if anyone tries to fight them Trump can always lie some more. In fact, he wants people to try and correct these claims. Because when they’re doing so, he’s defining the boundaries of engagement.
But the thing that’s most shocking about the Trump ad isn’t the lies. It’s how dated it seems, how out of touch. How much it seems to just be rehashing ads that Trump used against Biden and against Hillary Clinton. Take out the images of Harris, and it might be about anyone Trump was trying to smear.
Maybe old dogs can learn new tricks, but old men who hate dogs apparently can’t. Trump has no new tricks.
It’s sad. And kind of pathetic. Just like the scowling guy who gives his endorsement at the start of the ad.
Help Donald Trump find his own retirement—dignity optional—by giving $5 to Kamala Harris’ campaign for the White House.