Democrats boasted that a blue wave was headed toward the Capitol in 2018, and on a whim, President Trump decided to hand it to them.
Rather than campaign on his success national security policy or the strong economy aided by his fiscal and deregulatory agenda, Trump decided to highlight his immigration messaging. As one House Republican put it at the time, Trump “hijacked the election,” proving himself his own worst enemy as he clouded the airways with his polarizing protectionism rather than the very real assets that could have sold well to the suburbs.
But if Trump’s $11 million ad buy on the Super Bowl provides us with a preview, he will not be making that same mistake again.
“STRONGER, SAFER, MORE PROSPEROUS”: President Trump’s re-election campaign today released an ad that will air in Super Bowl LIV this Sunday, promoting the President’s record of accomplishment on behalf of the American people. pic.twitter.com/OiK5afbSgw
— Breaking911 (@Breaking911) January 30, 2020
A far cry from the fearmongering immigration ads of two years ago, Trump’s latest pitch relies on the reality of his successes, not the fever dreams of his administration’s early mishaps. The 30-second spot focuses first on national security, then the economy, and finally, on a note of necessary hope, that “the best is yet to come.”
Team Trump crucially doesn’t just note overall improvements in wage growth, unemployment, and markets. He specifically cites how they’ve benefited black and Hispanic Americans. It’s still populism, but of the positive variety. It exudes confidence, and that’s just what the Trump campaign needs to win 2020.
Joe Biden is a boring enough candidate that, if he were to secure the Democratic nomination, the general election would probably become a referendum on Trump, forcing the president to spend a lot of time answering for his less savory conduct and comments.
But against the socialism of Sens. Bernie Sanders of Vermont or Elizabeth Warren of Massachusetts, this ad previews a strategy that could secure Trump’s second term. Such a pitch asks voters: Do you want a safer and wealthier nation that allows you to take home more or your paycheck, or do you want a president who pals around with dictators to nationalize 30% to 40% of the economy and tax the majority of your paycheck?
Trump may be personally unpopular, but Trump’s America has been quite good for its residents. That he understands this in his most consequential ad buy of this election thus far bodes well for his campaign.
