The ads, which will be aired on broadcast and cable networks in key swing states like Arizona, Georgia, Michigan, Nevada, North Carolina, Pennsylvania and Wisconsin, are part of the Harris-Walz campaign's $70 million digital and television marketing initiative that will run until the election on Nov. 5. This marketing initiative would capitalize on the debate over reproductive rights following the 2022 overturning of Roe v. Wade.
The first ad, titled "He Told Us," features a clip of Trump taking credit for "terminating Roe v. Wade" and includes statements that he is "proud" of the decision. The ad goes on to claim that Trump seeks to restrict access to birth control, ban abortion nationwide and monitor women's pregnancies – allegations based on passages from The Heritage Foundation's "Project 2025," a document that Trump has publicly disavowed.
The second ad, "Big Family," centers on Alabama resident Latorya Beasley, whose planned in-vitro fertilization (IVF) procedure was canceled due to a ruling by the Alabama Supreme Court, which determined that frozen embryos are legally considered children.
"Donald Trump overturning Roe v. Wade stopped us from growing the family that we wanted," Beasley said in the ad, citing the dependence of the IVF industry on legally killing more children than bringing them into the world.
"I don't want politicians telling me how or when I can have a baby," continued Beasley, perhaps unaware of the fact that it was the rulings of the U.S. and Alabama Supreme Courts, rather than Trump himself, that affected the status of IVF procedures.
The third ad, "Laurel," presents Wisconsin resident Laurel Marcinkus, who recounts a life-threatening experience during childbirth. Marcinkus stated that the overturning of Roe v. Wade delayed her access to medical care. The ad also includes footage of Trump from a 2016 MSNBC town hall, where he stated that "there has to be some form of punishment for women" who have abortions, a statement he later retracted.
Harris appears at the end of the ad, approving Marcinkus' message, while a campaign spokesperson, Lauren Hitt, adds: "Donald Trump is a fundamental threat to reproductive freedom — and you don’t have to take our word for it – Trump said it himself. In fact, he’s said again and again that he's 'proud' that he overturned Roe – a ruling which has harmed countless women, including Latorya and Laurel."
Same old strategy: Democrats focusing on reproductive rights while criticizing Trump
In 2022, the Democrats proved this strategy effective when it blunted the expected "red wave" in the midterms. Now, with another election season on the horizon, they are once again investing tens of millions of dollars in the same strategy of focusing on reproductive rights while criticizing Trump, his past actions and his role in the reversal of Roe v. Wade.
Harris is expected to focus more on direct attacks against Trump. Her campaign team is also set to bring up the alleged "lies, failure and broken promises" of Trump to portray Harris as a strong, fearless candidate willing to take on the former president head-on. (Related: Kamala Harris LOSES SUPPORT in latest post-DNC poll.)
The Democrats believe rattling Trump with sharp personal criticisms could be more effective in swaying voters than engaging in a policy-heavy discussion.
Aside from the ads already attacking Trump, Harris' campaign team also plans to remind voters of all the controversies associated with the former president and his first term in office. These controversies include his supposed failures in securing funding for a border wall, response to the Wuhan coronavirus (COVID-19) pandemic, proposed alternative healthcare plan after failing to repeal the Affordable Care Act and alleged inability to pass a comprehensive infrastructure bill.
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