How marketers see the Harris-Walz and Trump-Vance presidential campaigns stacking up

Walz’s selection was marked by a distinctly populist and nostalgic campaign ad released on social media on Monday. Filmed in a vintage 8mm style and set against a classic rock soundtrack, the spot presents Walz reflecting on his journey from army service to his roles as a teacher and high school football coach.

“Growing up, I learned to be generous toward my neighbors, compromise without compromising my values, and to work for the common good,” Walz shared in a post on X. “[Kamala Harris] and I both believe in that common good – in that fundamental promise of America. We’re ready to fight for it. And like she says: when we fight, we win.”

Growing up, I learned to be generous toward my neighbors, compromise without compromising my values, and to work for the common good.@KamalaHarris and I both believe in that common good – in that fundamental promise of America. We’re ready to fight for it. And like she says:… pic.twitter.com/5SfrDRqx7C

— Tim Walz (@Tim_Walz) August 6, 2024

The ad’s use of vintage film and classic rock music presents a deviation from polished ads typical in political campaigns. “The use of 8mm film adds an authentic, vintage feel that sets it apart from the polished ads typical in political campaigns,” says Grayce McCormick, founder of Lightfinder Public Relations. “[Its] nostalgic, lighthearted tone is likely to positively impact voter perception, especially among the working-class demographic.” Chris Harihar, partner at Crenshaw Communications, highlights the strategic intent behind the ad’s style: “The music and imagery evoke ‘Midwestern nice’ and ‘older white men’ vibes – these are the groups that Democrats need to engage more effectively to be competitive and beat Trump.” The ad’s traditional Americana appeal serves to counter potential implicit racism, Harihar argues, as Kamala Harris is a Black woman, positioning Walz as a bridge to more moderate, white voters. A recent YouGov poll reflects the effectiveness of this strategy, with 61% of Democratic voters and 35% of voters across the political spectrum approving of Walz’s selection as Harris’s running mate.

The Harris-Walz campaign’s emerging playbook

Walz’s ad arrives just a week after Harris released her own, titled ‘We Choose Freedom,’ which criticizes those who “think we should be a country of chaos, of fear, of hate” and champions the country’s rich diversity. The messaging of Walz’s ad complements the broader themes of the Harris campaign, which focuses on unity, progress and resilience. The campaign’s emerging slogan, “We’re not going back,” encapsulates a forward-looking vision, which contrasts with the Trump campaign’s “Make America Great Again,” which invokes a return to past ideals. This slogan, along with the nostalgic and inclusive tone of Walz’s ad, positions the Democratic ticket as a coalition builder, appealing to moderate voters who may be disillusioned with the current political climate.

The Trump campaign strikes back

In response, the Donald Trump-JD Vance Republican ticket has adopted a more combative stance. Their latest ad criticizes Walz for supporting progressive legislation in Minnesota, branding him as “too weird” and “too radical.” The ad specifically targets a law requiring schools to stock tampons in boys’ bathrooms, labeling Walz as the “chief weirdo” and accusing him of supporting legislation that “endangers minors, hurts women, and puts radical ideology ahead of common sense.”

Tim Walz is a weird radical liberal. What could be weirder than signing a bill requiring schools to stock tampons in boys' bathrooms? Or weirder than signing legislation allowing minors to receive sex change operations? pic.twitter.com/2kqTQ9CzfT — MAGA War Room (@MAGAIncWarRoom) August 6, 2024

The use of “weird” as an insult is now part of a broader rhetorical strategy from both sides. On the same day, the Trump campaign released this ad, Walz wrote on X: ”I’ll just say it: Donald Trump and JD Vance are creepy and, yes, weird. We are not going back.” This back-and-forth signals the growing tension between the Democrats and Republicans, with each side attempting to paint the other as out of touch with mainstream America.

What’s more, experts anticipate that this fierce competition is just beginning. Mark Failla, director of political advertising at D2 Media Sales, DirecTV’s political ad sales unit, comments on the high-stakes nature of the current ad landscape: “Walz’s introduction is driving a major ad blitz on both sides of the aisle as both campaigns are up against the clock to define themselves – and their opponents.”

Failla also notes that ad spending typically accelerates during this phase of the election cycle, with campaigns deploying advanced strategies such as addressable advertising and precision targeting.

Different audiences, different strategies

The Harris-Walz campaign aims to appeal to a diverse electorate, including moderate and independent voters. Its nostalgic tone and narrative of unity are designed to engage key demographics in swing states while complementing Harris’s appeal to a diverse demographic.

Conversely, the Trump-Vance campaign seems focused on rallying a specific, energized base. Their sharp, direct messaging is designed to reinforce the beliefs and values of their core supporters, particularly those who are wary of progressive policies and cultural changes.

McCormick notes this divergence: “The Trump-Vance approach focuses on more aggressive, polarizing tactics, emphasizing strong, direct messaging to energize their base, [whereas] Walz’s ad uses a softer, more inclusive approach ... These differences suggest that Walz’s campaign targets a broader, possibly more moderate audience, aiming to appeal to their emotions and values rather than stoking division.”

Harihar further contrasts the two campaigns, stating: “The Harris campaign has been exceptionally well-managed. Walz has been positively defined out of the gate. These [ad] spots are helping. We haven’t seen that on the other side, unfortunately for JD Vance, who many people actually believe has slept with a couch.”

This remark alludes to an unfortunate meme that has circulated, reflecting poorly on Vance and the Trump campaign’s strategy. It underscores the difference between the Harris-Walz campaign’s focus on positive, cohesive messaging and the Trump-Vance campaign’s more divisive, attack-driven tactics.

He adds: “Clearly, they need a better strategy.”

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