The ad, which will target a youthful demographic, represents a shift in tone, trying to turn one of the president’s greatest perceived liabilities into an asset.
In a new advertisement for his re-election campaign, President Biden tries to take one of his greatest perceived liabilities as a candidate, his age, and turn it into an advantage.
“Look, I’m not a young guy. That’s no secret,” says a smiling Mr. Biden, talking directly to the camera. “But here’s the deal: I understand how to get things done for the American people.”
The president, 81, goes on to list the accomplishments of his first term, including his handling of the coronavirus pandemic, capping insulin prices for older consumers and passing infrastructure legislation — while contrasting his record with that of former President Donald J. Trump, the likely Republican nominee, whom he accuses of taking away “the freedom of women to choose” in reproductive matters.
With a fiery State of the Union address under his belt, Mr. Biden is entering full campaign mode. The new ad is the first in a $30 million blitz that will target key battleground states over the next six weeks. Mr. Biden, Vice President Kamala Harris and their spouses are crisscrossing the country to host political events. And on Saturday, three Democratic groups representing people of color — the AAPI Victory Fund, the Collective PAC and the Latino Victory Fund — are endorsing Mr. Biden and pledging to spend another $30 million to turn their voters out.
Mr. Biden often jokes about his age in small settings. But Americans are more likely to be familiar with his angry remarks over a recent special counsel’s report, which referred to him as a “well-meaning, elderly man with a poor memory.”
The new ad, titled “For You,” represents a shift in tone. Its joking familiarity may appeal to younger voters, whose support Mr. Biden needs to shore up, and it will play on channels popular with a youthful demographic, including ESPN, Adult Swim and Comedy Central.
The spot even includes an outtake. After the standard announcement that Mr. Biden has approved the message, a voice off-camera asks him to do one more take.
“Look, I’m very young, energetic and handsome. What the hell am I doing this for?” Mr. Biden replies, flashing a mischievous grin before the screen goes black.
Source: Elections - nytimes.com
