The Biden campaign has launched a new ad in battleground states that frames the upcoming election as a choice between a “convicted criminal” in Donald Trump and a president “fighting for your family” in Joe Biden. This marks the first time that Biden’s campaign has used Trump’s legal troubles in their advertising efforts, as they aim to highlight the contrast between the two candidates ahead of their first debate. The campaign spot, called “Character Matters,” is part of a $50 million ad buy in June and will run on television and internet-connected TV in battleground states and nationally.
The ad opens with black-and-white images of Trump walking into a Manhattan courthouse where he was recently found guilty of falsifying business records. It then contrasts his legal troubles with what the Biden administration has accomplished, such as lowering healthcare costs and holding big corporations accountable. The narrator in the ad characterizes the election as a choice between a “convicted criminal” who is only looking out for himself and a president who is fighting for American families.
Following Trump’s guilty verdict, the Biden campaign has shifted its messaging to include Trump’s legal troubles as evidence of his unfitness for office. Biden has referred to Trump as a “convicted felon,” emphasizing the American principle that no one is above the law. Former President Barack Obama also weighed in on the issue, lamenting the normalization of behavior that was once disqualifying in reference to Trump’s conviction. Trump’s campaign reported a surge in online donations following the guilty verdict, indicating strong support among his base despite the legal challenges.
With the first in-person debate between Biden and Trump approaching, the Biden campaign is positioning Trump as a “convicted felon” who will do anything for power and vengeance. The debate, hosted by CNN, will provide an opportunity for both candidates to make their case to voters in a televised forum. Trump’s legal troubles and Biden’s focus on character and leadership will likely be central themes in the debate, as both candidates seek to appeal to voters in key battleground states. The ad push and messaging shift signal a new phase in the 2024 campaign, where character and integrity are at the forefront of the race.
As the campaign enters its final stretch, the impact of Trump’s conviction on the election remains uncertain. Trump’s base has shown strong support in the wake of the guilty verdict, with a surge in online donations to his campaign. However, the Biden campaign is seizing on Trump’s legal troubles to paint him as unfit for office and emphasize the importance of character in leadership. The upcoming debate will provide a platform for both candidates to make their case to voters and highlight the key differences between their visions for America. Ultimately, voters will have the final say in November, deciding who they believe is the best candidate to lead the country forward.
