My VIP for this week is Spencer Pratt, Republican campaigning for mayor of Los Angeles. As Brooke Brandtjen, “It is rare that mayoral campaigns receive national attention, but Spencer Pratt’s bid for mayor of Los Angeles is an exception.”
Since
his initial campaign announcement in January, Pratt has been gaining momentum
and is now polling in second place behind incumbent Mayor Karen Bass (D). His
campaign has primarily focused on restoring the city to its former glory,
particularly in the wake of the damage from the horrific Palisades fires of
2025.
If
politicians want to connect with voters, especially the next generation of
voters, they will have to become good communicators online.
Two
weeks ago, he uploaded his now-viral campaign ad featuring the hit song “Not
Like Us,” showing the untouched properties of Mayor Bass and City Councilwoman
Nithya Raman. The video then showcases the charred ruins where Pratt’s home
previously stood, along with the trailer he now resides in.
Whatever
the fate of Pratt’s campaign, he has hit on a messaging strategy that
right-wing candidates would do well to emulate going forward if they want to be
successful in the digital age.
Conservatives
have had trouble breaking out of their image as out-of-touch intellectuals.
Pratt’s message has more emotional impact. And his language is assertive. In
the past, Republican leaders like George W. Bush, Mitt Romney, and Mike Pence
had a cultural reputation for being passive. Pratt’s add makes him look like
something out of the “John Wick” action series.
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