Political Advertising Is What’s Wrong with Politics

As a resident of South Florida, I’ve been completely inundated with political advertising. During a recent lunch break, I tuned into the local news to see what’s going on in my area and I counted six back-to-back political commercial spots on Hulu Live. I suspect I am hardly special in this regard, but it did get me thinking as to what the objective is for a successful political ad. 

Having been over-exposed to the same congressional, senate, and gubernatorial ads over the last several weeks, it dawned on me: I can’t tell you what actual positions these candidates were running for. As a millennial female, I know my vote matters to these politicians, but they’ve missed the chance to tell me who they are and what makes them worthy of my vote. Instead, these ads are slinging mud so heavily it makes me believe the only agenda for a given commercial spot was to tarnish the personal reputation of an opponent. Not the political reputation, but the personal reputation. 

As a full-service marketing communications agency, we’re constantly providing guidance on the importance of clear, concise messaging. By focusing so heavily on the opponent, candidates are losing a golden opportunity to speak directly to and dare I say, connect with, their target audience during these 15-30 second windows. 

Talk to Younger Voters 

Gen-Z will be roughly 18-25 during November’s elections. According to Pew Research, we know this generation is progressive and pro-government. They see the country’s growing racial and ethnic diversity as a good thing. They accounted for approximately 18% of Florida voters in 2020. 

If we apply our knowledge of Gen-Z, we know they’re likely to run into a political commercial streaming OTT content through CTV. Perhaps politicians should take this into consideration and run separate creative campaigns for each demographic. Threats of socialism just don’t land the same with Gen Z. They have different concerns. Differentiating between cable, streaming, radio, etc., is not a new concept but politicians (and their marketing teams) have forgotten the most important part of marketing - targeting. 

Fear Mongering vs. Progress (or hit your talking points) 

When it comes to engaging in good old-fashioned fear-mongering, we need look no further than ads featuring abortion rights or immigration. Watch a few political ads for either party, and you’ll likely become overwhelmed by the (perceived) state of the country. 

The facts are we see Millenials and Gen Z participate at much lower rates in midterm elections vs. presidential campaigns. Yet, these demographics are the future (whether we like it or not). Politicians should use this opportunity to hit their talking points, rather than villainize the opponent. Highlight what makes you stand out and why anyone should care. 

Gen Z doesn't want to pick the lesser of two evils, they want to pick hope. They want progress. They want action. And hopefully, someone genuine who shows up for the job. 

Don’t forget the WIIFM

A good marketing campaign demonstrates how they are different or better than their competitors. At a time when Gen-Z is getting priced out of big cities, can’t afford rent, gas or groceries, shouldn’t politicians be committed to telling their constituents how they’ll help?  After all, that’s their differentiator!

It’s human nature to wonder, “what’s in it for me,” and quite frankly, no one does this better than Gen-Z (quiet quitting, anyone?). Political Strategists and Communicators - don’t forget to tell the voter what’s in it for them. Is your candidate going to help with flood insurance issues in states prone to hurricanes? What are we going to do to ensure people stop getting priced out of their cities? Gas Prices? etc.

As marketers, we know you’re spending hundreds of thousands, if not millions of dollars on these ad campaigns. Tell your voters what’s in it for them when they donate to your campaign, get off the couch and vote, or provide an endorsement. 

Just because it worked in the past, doesn’t mean it will work now

I was once given this advice from a former entrepreneur: keep challenging yourself. Just because it worked in the past, does not mean it will work now. And even better, don’t ignore clear indicators that the old playbook isn’t working for all of your demographics. 

The state of politics has never been so fragile and fraught. Political marketing may need a refresh from people who aren’t jaded by… politics.