Ahead of primary elections, Democratic candidates — from the most progressive to the most moderate — want voters to know one thing: They are fighters.
Why it matters: The language is the culmination of a year's worth of liberal grassroots fury over what they see as President Trump's many transgressions and the Democratic establishment's lackluster response.
State of play: Democratic voters are demanding a fight. They want candidates to take a more combative stance toward the Trump administration.
The fighter label is a fixture in campaign commercials run by progressive candidates who want to move the party to the left. And it's being used to boost more moderate candidates who are trying to amplify their credibility.
Case in point: Colorado gubernatorial candidate Phil Weiser's new campaign commercial squeezes the word in twice in the opening line: "Colorado needs a governor who's a fighter. As your attorney general, I fight for you."
His more moderate primary rival, Michael Bennet, vowed in his campaign announcement to "fight Trump" as one of his top priorities.
In U.S. Rep. Diana DeGette's new TV ad, the 30-year incumbent who is facing a tough primary opponent, said, "fighting back against Donald Trump and the MAGA agenda — that's job number one."
By the numbers: Democratic campaigns and outside groups have run nearly 50 ads nationwide through April 9 that feature the words "fighter" or "fight," backed up by more than $22 million in spending.
What we're watching: The question now is whether the language is enough to satisfy Democratic primary voters who are fed up with the party's approach to Trump.
