Mar 29, 2024 - Politics & Policy

Biden's new ad targets Haley voters in swing states

Nikki Haley, wearing a red dress with American flags in the background, walks off of a stage.

Nikki Haley after announcing she was exiting the GOP presidential race earlier this month. Photo: Anna Moneymaker/Getty Images

President Biden's most aggressive push to court Republican Nikki Haley's primary voters landed Friday, with a digital ad that invites Haley supporters in eight swing states to join his campaign.

Why it matters: Biden's campaign believes it can recruit Republican and independent Haley supporters who've made clear in polls that they won't support former President Trump, the presumed GOP nominee.

Zoom in: Since Haley dropped out of the Republican race three weeks ago, Trump — who frequently insulted her on social media and at campaign events — has done little to reach out to her supporters.

  • Biden's 30-second ad, called "Save America. Join Us," includes a montage of Trump mocking his former UN ambassador as "crazy," "very angry," and a "bird brain."
  • It ends with an exchange in which a reporter asks Trump how he plans to bring Haley voters onto his team. Trump responds: "I'm not sure we need too many."

Between the lines: The ad will run for three weeks and will target specific Zip codes where election data indicate Haley has done particularly well against Trump, the campaign said.

  • "We saw Nikki Haley take 30% or 40% out of Trump's hide throughout the primaries. And then when it's all said and done, Trump said: 'If you were part of that campaign, I don't want you,' " Biden battleground states director Dan Kanninen told Axios.
  • "We took note of that. We noticed where she got how many, and you bet would engage those folks and invite them into our campaign."
  • In a statement Biden's campaign notes that Trump underperformed in the Charlotte and Raleigh suburbs in North Carolina, and the Detroit and Grand Rapids suburbs in Michigan.

The big picture: When she exited the race, Haley encouraged Trump to "earn" her voters' support. She hasn't endorsed him or Biden.

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