How Trump's Team Made The Perfect Ad

And who can learn most from the most effective spot of the 2024 election cycle

It was certainly the most memorable ad series of the entire election cycle. “Kamala Harris is for They/Them, Trump is for you” perfectly captured public frustration with the identitarian politics of the Democratic Party. In their new book 2024: How Trump Retook the White House and the Democrats Lost America, authors Isaac Arnsdorf, Josh Dawsey, and Tyler Pager explain the history of those ads.

Chris LaCivita, a seasoned campaigner and senior advisor to the Donald Trump campaign, is described in the book as Trump’s closest confidant along with Susan Wiles. Previously, LaCivita was responsible for the ‘Swift Boat Veterans For Truth’ ads against John Kerry in 2004. According to the authors, he was the key figure behind the 2024 ad spot, too. Emphases added:

One of the fruits of the campaign’s deep dive into the RNC’s Harris video library was a clip of her speaking with the National Center for Transgender Equality Action Fund in 2019, highlighting her work on transgender care for inmates in…