Joe Biden’s campaign launched two advertisements during the 2020 MTV Video Music Awards in a move to reach more young voters and engage in young men and women of color.
The post-convention newly released commercial by the Biden campaign targeting the show’s hundreds and thousands of millennial viewers highlights topics typically interest the Generation Z and the millennials – the climate change and the call for racial justice. The Democratic presidential hopeful took the bold move to spread its message using the Music Awards platform to increase voter’s awareness on issues the country currently faces and persuade them to take part and get involved in this upcoming November 2020 general elections.
The first 30-second ad, entitled “Everybody Vote,” entice viewers to vote coupled with a specific message of the importance of voting. The energetic rap song used in the clip, according to Billboard, was created by producer Kosine, which utilizes lyrics about “justice and peace.”
“There are very few must-see-TV events coming up before this election."— Errin Haines 🧼🧴😷🙏🏾 (@emarvelous) August 30, 2020
First from me this morning: New 60-second ad from Biden campaign to air during tonight's MTV VMAs is part of their biggest push to reach a key demographic: young voters. https://t.co/DtoF9H6QOF
The second campaign ad - “Adrianna,” features a glimpse of a 21-year-old Adrianna William’s story, who is a senior at Duke University and co-chairs the Black Students for Biden. She shared in the video ad the vital role that young people play when it comes to speaking out and being part of something bigger than themselves – standing up for others. She urged people to get out, stressing the importance of activism and protesting but hinges that electing Biden will make the difference in addressing systemic racism and economic disparities in the country.
I am incredibly grateful to have my story featured by the Biden-Harris campaign in this new ad. It’s time to change that. Tune in to the @vmas tonight to see my story ☺️💙https://t.co/yfmalSUyeQ@JoeBiden @KamalaHarris— Adrianna Lenora 🥁 (@Adrianna_2499) August 30, 2020
In addition to these campaign commercials, the team has launched a new hashtag this week, #TheNewAdministration. According to the source, this hashtag aimed to give the audience an idea of the Biden-Harris administration’s approach in dealing with the issues that affect young voters and voters of color.
The Director of Strategic Communications for the Biden Campaign told Billboard about why they chose the MTV Music Awards to premier these two ads. He said that “The MTV Video Music Awards has historically been a night filled with thrilling and noteworthy moments that often shape the national conversation. This year's show is undoubtedly one of the must-see live television events happening over the next 65 days that will capture diverse and engaged audiences across the nation.” The Democratic Party campaign ad, as part of their enormous budget allocated in this election, seize this opportunity to boost Biden's presidential bid in a more large-scale platform, in this case, the MTV VMA. The video ad's goal is to inform the public of the kind of leadership the Biden-Harris team-up will offer and what they will prioritize on day one.