“The ad opens with amateur footage of an older, white-haired woman, smiling and chatting with the toddler snuggled in her lap. In a voice-over, a younger woman reminisces about how her grandmother’s home had always been “the safe place.”
Then came the coronavirus.
“It was difficult to comprehend how quickly everything kind of spiraled downwards,” says the woman, Jessica, from Greenfield, Wis., now shown on camera. Almost as soon as the family realized that her grandmother, Susana Martinez, was sick with Covid-19, she was gone.
“The president made a huge mistake in downplaying this virus,” says Jessica, lamenting his lack of leadership and his unwillingness to take responsibility and devote appropriate resources to address the crisis.
“It felt like our elderly have not been a priority for this administration — that they don’t matter,” she says. “And I feel like my grandmother didn’t matter.”
Ouch. This 60-second TV spot was rolled out last week by Joe Biden’s presidential campaign “to highlight the pandemic’s impact on older Americans and their families,” per the announcement. Part of a $14.5 million media buy for the final week of July, the ad was scheduled to receive prominent play on “shows on daytime television that have high viewership among older Americans.” In the Latino-rich states of Florida and Arizona, a Spanish-language version also ran.”