The Republican Jewish Coalition has been airing this 30-second commercial, “Amen,” since last week. The group has spent about $360,000 broadcasting the spot in Arizona, Georgia, Michigan, Nevada and Pennsylvania, according to AdImpact.
Here’s a look at the ad, its accuracy and its major takeaway.
On the Screen
The ad opens with three older women with stereotypically Jewish speech patterns seated in a booth at Hymie’s Deli in suburban Philadelphia, sipping from coffee mugs and kibitzing about current events. There are occasional close-ups of the women, but the camera never leaves the booth.
One woman, wearing a cardigan, shakes her reading glasses to emphasize her concern about antisemitism and attacks on Israel. Another furrows her brow as she hears about a friend’s son who was spat on walking to class. Seated next to her, a third woman with white hair holds up an open palm and rolls her eyes at the mention of Vice President Kamala Harris. The three raise their mugs as they reluctantly agree to vote for former President Donald J. Trump. The spot ends with an image of their check, which includes the words, “Donald Trump will keep us safe.”
The Script
Woman 1:
“Did you watch the news lately? Israel is under attack. Antisemitism like I never thought I would see.”
Woman 2:
“Did you hear about Samantha’s boy, Max?”
Woman 3:
“No.”
Woman 2:
“He got spit on just walking at Penn.”
Woman 1:
“I mean, that’s scary.”
Woman 3:
“What about Kamala?”
Woman 2:
“Ugh. Busy defending the squad.”
Woman 1:
“Oy vey. You know, Trump I never cared for, but at least he’ll keep us safe.”
Woman 2:
“Mm hmm. I never voted Republican in my life, but I am voting Trump.”
Woman 3:
“Amen.”
Accuracy
The ad makes no verifiable claims.
The Takeaway
The Republican Jewish Coalition has gone all-in on Mr. Trump in the general election, announcing a $15 million ad campaign aimed at Jewish voters in battleground states. This commercial is part of that push.
The former president has a complicated relationship with Jewish voters, many of whom had wanted the G.O.P. to choose a different nominee. The ad is also meant to appeal to Jewish Democrats, offering a rationale — or permission — for people who have “never voted Republican” to make an exception this time around.
Like Mr. Trump, the ad plays on fear, invoking antisemitism on college campuses and Israel’s multi-front war as threats to Jewish voters. While it allows that Mr. Trump may not be Jewish voters’ ideal choice for president, it argues he is the safest option.
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