Harris campaign launches Project 2025 ad blitz to run until Election Day

Vice President Harris’s campaign launched an ad blitz focused on Project 2025 and linking former President Trump to the conservative policy plan.

The Project 2025 ad series will run until Election Day and is paid for by the $370 million in paid media the campaign reserved between Labor Day and Nov. 5. The campaign is aiming to have voters in battleground states “hear every single day about the existential danger Trump’s Project 2025 agenda poses to American democracy, freedom, and the middle class.”

The first ad of the blitz was unveiled Wednesday and will run in battleground states and in the Palm Beach, Fla., media market, where Trump lives. The one-minute ad titled “Control” features clips of Trump saying he would want to go after political rivals if he retakes the White House and argues that Project 2025 wants to make “Trump the most powerful president ever,” highlighting portions of the plan.

“Donald Trump may try to deny it, but those are Donald Trump’s plans,” the ad says. “He’ll take control; we’ll pay the price.”

Trump and his campaign have worked to distance themselves from the Heritage Foundation’s Project 2025, a 900-page hard-right policy blueprint for the next GOP administration. Many Trump allies had a hand in creating the plan, but the former president last month said it goes “way far” on abortion and has said attempts to link him to it are “pure disinformation.”

Harris and surrogates included warnings about Project 2025 in their remarks at the Democratic National Convention last week, and the plan came up in various speeches from Harris and President Biden before that.

The Harris campaign said it wants to reach voters who may not be tuned into political coverage so that they know about Project 2025. It highlighted that Project 2025 content garnered 11 million impressions across @KamalaHQ social accounts during the convention, and since then, the topic has remained in the top five of the best-performing topics across the campaigns’ social platforms.