Ad shop SS+K has created a political ad campaign that uses some of Donald Trump's most inflammatory rhetoric to demonstrate how many people recoil from repeating such hateful speech. Working on behalf of Emily's List and Priorities USA, the series of campaign ads is designed to encourage Americans to vote for someone else by showcasing the Republican nominee's statements.
The creative tries to get people on the street to read some of Trump’s mean-spirited statements out loud. But most of the people interviewed refused to repeat his misogynistic, racist and crude statements. “I don’t feel comfortable saying this,” one woman says.
""We didn't want to just have people say Donald Trump quotes, but rather show the hesitation and conflict of being asked to repeat the quotes," says Bobby Hershfield, CCO, SS+K. "It shows how unfathomable it would be to have him as our president. We simply don't want to repeat the things he says.”
The program begins with a $1.5 million investment in digital programming in nine key battleground states. It’s the first in a series of general election digital ads totaling $20 million in a joint buy split between Emily’s List, a PAC devoted to putting pro-choice Democratic female candidates in office, and Priorities USA, a PAC that is supporting Hillary Clinton in this election.
This isn't the first time SS+K has been involved in political advertising. The shop was the Obama campaign's youth agency in both 2008 and 2012 and has worked on a number of issue-based and advocacy campaigns over the years.