Future Forward, a pro-Harris super PAC that has raised $700 million, started airing this 30-second commercial, “For Regular People,” on Tuesday in Arizona and North Carolina, at a cost of about $1.2 million, according to AdImpact.
Here’s a look at the ad, its accuracy and its major takeaway.
On the Screen
The ad opens with a man, identified as Kyle from Alabama, loading a gas can into the back of a pickup truck. Wearing a faded ball cap with an American flag patch, he describes himself to viewers as a lifelong Republican and two-time voter for former President Donald J. Trump. Kyle is then seen speaking directly to the camera, adding, “But I can’t do it again.”
Kyle describes his turn away from Mr. Trump as one motivated by economic policy. Images flash on the screen of groceries being scanned at a checkout counter and large container ships in a port, as Kyle says Mr. Trump’s promise to increase tariffs will result in higher consumer costs.
Viewers then see an image of a tuxedoed Mr. Trump smiling with his arms crossed at a table, followed by another of the former president in a black-tie outfit walking and clapping, and then a slow-motion video of Elon Musk, the billionaire Trump backer. The video shows Mr. Musk laughing while wearing a white bow tie and dinner jacket. At the same time, Kyle says increased costs for consumers would come if Mr. Trump cuts taxes for the wealthy.
Mr. Trump is then seen speaking at a private fund-raiser. In the video clip, he tells donors he will cut their taxes if he wins in November.
The ad then shifts to brief clips of Vice President Kamala Harris greeting people in a store, putting her arm around others and shaking hands with workers in hard hats and reflective safety shirts. Kyle describes her as the better choice for “regular people.” Kyle is then seen digging a hole for a fence post as he says her policies will let him keep more money in his pocket.
The ad ends with Kyle speaking into the camera, saying he is a proud Republican voting for Ms. Harris. The final image is of Mr. Harris shaking hands with older adults.
The Script
Kyle, Alabama:
“I’m a lifelong Republican and I voted for Trump twice, but I can’t do it again. Trump wants a national sales tax on imported goods. It’ll make everything more expensive for regular people, all while giving tax breaks to billionaires.”
Trump:
“You’re rich as hell. We’re going to give you tax cuts.”
Kyle:
“Kamala Harris is for regular people. She wants a tax cut for 100 million Americans so we keep more of our hard-earned money. I’m a proud Republican, but this year I’m voting for Kamala Harris.”
Accuracy
The voter in the ad is Kyle Sweetser, an Alabama construction worker who addressed the Democratic National Convention in August. There, he spoke about supporting Ms. Harris after donating to Mr. Trump’s campaigns in previous elections and voting for him, too.
Then, as now, Mr. Sweetser cited his opposition to Mr. Trump’s tariffs to explain his switch. But while he spoke plainly about tariffs at the convention, he inaccurately characterized tariffs as “a national sales tax on imported goods” in the commercial.
Tariffs could accurately be described as a tax on imports, but that differs from a national sales tax. By characterizing tariffs as a national sales tax, Mr. Sweetser is parroting anti-Trump shorthand intended to amplify the message that those additional costs will be passed along to the consumer. Tariffs often do raise costs for consumers, which was the case when Mr. Trump increased tariffs on China as president. But that is not the same thing as a national sales tax.
Ms. Harris has pledged to keep Trump administration tax cuts in place for Americans who earn less than $400,000 per year, which amounts to about 98 percent of the population. She also supports a plan to exempt tips from taxes and has floated several additional tax cuts, including establishing a larger child tax credit and expanding a deduction for new businesses.
The Takeaway
One of the big reasons Mr. Trump lost his re-election bid in 2020 was the significant share of Republican voters who supported Joseph R. Biden, his Democratic opponent. Four years later, Ms. Harris is making a push to once again persuade Republican voters to abandon their party’s leader.
By focusing on the message that Ms. Harris would be better for consumers’ pocketbooks, this commercial takes aim at one of Mr. Trump’s biggest strengths, which is the perception from voters that he would do a better job handling the economy.
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