Biden for President

"My Commitment" +

:60 TV ad from June 18, 2020.


Biden (audio):  The moment has come to deal with the denial of the promise of this nation, made to so many.  Because if it weren't clear before, it's clear now.

Biden (video):  This country wasn't built by Wall Street CEOs and bankers, it was built by the great American middle class.

Biden (audio):  Health care workers, docs, nurses, delivery truck drivers, grocery story workers.  You know we've come up with a new phrase for them: essential workers.

We need to do more than praise them, we need to pay them.

Biden (video):  As president, it's my commitment to all of you to lead on these issues, and to listen.

Biden (audio):  For that's what the presidency is—the duty to care, to care for all of us, not just those who vote for us, but all of us.

Biden (video):  This job's not about me, it's about you, (audio) it's about us.

Biden (voiceover):  I'm Joe Biden and I approve this message.

Notes:  The closing line is very similar to Bernie Sanders' slogan "Not me. Us."

 The June 18, 2020 press release:

Biden for President Announces Inaugural General Election Advertising Flight

Campaign launches $15 million, five-week effort in six states Donald Trump won in 2016

Today, Biden for President announced the launch of a $15 million, five-week TV, digital, radio, and print advertising flight — our first major advertising program of the general election.

This campaign is launching on TV and digital in Pennsylvania, Wisconsin, Michigan, North Carolina, Florida, and Arizona, all states that Donald Trump carried in 2016. There will also be a national cable component that includes Fox News.

This campaign includes placing both English and Spanish-language content across Florida and in Arizona, a significant move early in the general election that reflects the thoughtfulness and seriousness of the campaign’s outreach to the Latino community. Beginning on Friday, when the nation commemorates Juneteenth, the campaign is also making a six-figure investment in African American print, radio, and targeted digital programming in FL, MI, PA, WI, AZ, NC. We’ll also run a targeted digital program online to amplify our message across all platforms.

“The ads feature Biden in his own voice. A voice of clarity and moral authority that the country desperately needs,” said Patrick Bonsignore, Director of Paid Media, Biden for President. “The audio is pulled from his searing address on this moment in history from Philadelphia, the birthplace of our nation. It was an address that Donald Trump could never give.”

While the Trump campaign has invested millions of dollars to shore up his base with negative ad after negative ad in states he won in 2016, these ads offer the positive case for Joe Biden and reflect a campaign-wide strategy that sets out to create multiple pathways to 270 electoral votes with an expansive map, highlighting states like Arizona and North Carolina.

The paid media effort will be anchored around the following ads:

"Unite Us"
"My Commitment"