Building Back Together, a pro-Biden political advocacy group, launched a six-figure digital ad campaign Wednesday to boost the government’s student loan program in key battlefield states across the country. And to make sure it got to young voters, they enlisted the help of President Joe Biden’s online alter ego: Dark Brandon.
The ad, titled “Pocket,” is based on the fancam style of online video, featuring a series of viral memes and GIFs set to a bass-heavy remix of television news segments. The ad campaign will be broadcast on Facebook, Instagram, YouTube, Snapchat, ESPN and Hulu, targeting users in Nevada, Pennsylvania and Wisconsin.
Dark Brandon’s meme — essentially a modified image of Biden with glowing eyes — grew in popularity over the summer and was used by Biden supporters and opponents alike to mock and celebrate.
The meme appears several times in the Building Back Together ad, usually prompting voters to apply for student loans online. In one instance, Dark Brandon shoots lasers from his eyes that direct viewers to the StudentAid.gov website, where they can access the president’s federal student loan forgiveness program.
“Millions of Americans earning less than $125,000 a year will be able to get much-needed help through this simple online form, which takes less than five minutes to fill out,” Danielle Melfi, executive director of Building Back Together, said in a statement to Thursday.
In April, Building Back Together rolled out its own TikTok account to reach young voters on the platform. At the time of publication, the account has more than 40,000 followers and dozens of videos with thousands of views highlighting the Biden administration’s agenda.
“By launching a TikTok account, we are building on that work with the goal of reaching the large and growing user base of this platform, including young people who use TikTok disproportionately,” a spokesperson for the group said. The edge at the time. “We want to ensure that TikTok users see information about the positive effects of the president’s agenda, and we will do that by producing original content tailored to the platform.”