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Video: Biden-Harris 2024 Announces New Ad, “Get Ahead,” Targeting Black Americans  

Ad will run nationally during Colorado v. USC game; Part of largest, earliest investment in African American media for a reelection campaign in history

Biden-Harris 2024 is announcing a new ad targeting Black Americans focused on how President Biden and Vice President Harris have made equity a cornerstone of their administration’s policy agenda, and are lowering costs and creating economic opportunity for Black America. The ad, “Get Ahead,” will air during today’s Colorado v. University of Southern California game as a part of Team Biden-Harris’ efforts to reach a general election audience. “Get Ahead” is the second African American-specific creative of this ad buy.

“Get Ahead” will run on TV and digital in key battlegrounds. The buy includes a mix of news, entertainment and sports programming, including: NFL, NBA and NCAA programming in select markets. The buy also includes a significant investment in Black-owned media properties. Last week’s Colorado game on ABC was the most watched college football game of the season so far on TV, and Colorado’s first three games of the season were rated 77% higher among Black viewers than anywhere else in the country.

This ad is part of Team Biden-Harris’ 16-week, $25 million advertising campaign that is reaching key voters in battleground states and is the largest and earliest investment in Black media for a reelection campaign in history. 

“Get Ahead” will run on TV and digital in the following markets: Atlanta, Georgia; Philadelphia, Pennsylvania; Pittsburgh, Pennsylvania; Milwaukee, Wisconsin; Detroit, Michigan; Raleigh, North Carolina; and Charlotte, North Carolina. Additionally, the spot will run digitally in Las Vegas, Nevada and Phoenix, Arizona. 

“The Coach Prime phenomenon reaches well beyond Boulder and well beyond the traditional college football fanbase,” said Michael Tyler, Biden-Harris 2024 Communications Director. “It just so happens that many among the millions of fans tuning in every Saturday to watch Colorado football represent the Biden-Harris coalition. So as millions tune in Saturday afternoon, we’re making sure that we’re tapping into moments like these and presenting audiences with President Biden’s historic record of accomplishment for Black families. Actions matter far more than words — and it’s what this campaign is demonstrating by making critical early investments in the Black community more than a year out from Election Day.”


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