Team Behind Florida Governor Ron DeSantis Purchase First National TV Campaign Ad

Posted originally on the conservative tree house on August 22, 2022 | Sundance 

Purchasing advertising in the national market.  The new marketing and branding group behind Florida Governor Ron DeSantis purchase ad time on Tucker Carlson and Sean Hannity broadcasts.  Marketing nationally, and purchasing expensive full minute ad buys targeting the Fox News audience, is confirmation DeSantis has unofficially entered the 2024 campaign race.

All doubts about DeSantis ’24 should be put to rest.  As CTH has noted since August 8th [SEE HERE], the professional political managing of Ron DeSantis for a presidential run has become increasingly clear.

The Florida governor went silent following the raid on Mar-a-Lago, sending one tweet from his private account, then remaining in a bunker for the next five days.  No doubt he agreed to stay silent at the guidance of the club managers behind his new political construct [that group almost certainly likely knew in advance of the FBI raid]. He exited the bunker with a new press secretary and national brand image launch.  Here’s the NATIONAL ad:


Once you see the strings on the marionettes you can never unsee them.  The GOPe club uses the same play book.  If you pulled a focus group of never-trumpers, then watched them discuss their snarky view of the MAGA voters they hate, then packaged that conversation into a targeted ad, this ‘cringeworthy’ outcome is exactly what you get.

The GOPe club are targeting MAGA voters by providing a manufactured and managed alternative to Donald Trump.  That’s why you feel a little cringy when you watch the ad.  The inauthentic nature transmits within the implied message.

The people behind Texas congressman Dan Crenshaw, likely the same branding group, did the same thing portraying Crenshaw as an action hero.

Ron DeSantis pre-staging in August ’22 is Ted Cruz pre-staging in August ’14.

Everything about Cruz ’16 is identical to DeSantis ’24, including the social media network, influencers and online media groups doing the promotion.

.TLDR Version Here

The Managing of DeSantis HERE

The Branding of DeSantis HERE

Club branding is subtle on the image front, but very clear on the substantive messaging side. Social issues selected to maximize camp coalition, and influence base.

Consistently present political messaging where the republican voter base can say “yes.” Keep the “yes” messaging at the forefront (social emphasis). Focus on values. Schools, kids, safety, woke pushback, media bias etc, keep the audiences nodding yes.  Ultimately, it’s a sales technique. Identify with the target to influence their decisions.

Issues around multinational & corporate economics, hard lines, foreign policy, all these things must be avoided – except in general terms.  The U.S. Chamber of Commerce is not to be challenged, not really.  Keep the message social and build the emotional connection. It is harder to break an emotional bond than a logical or cognitive bond.

These are the political techniques of Lee Atwater that still make up the bulk of the GOPe club playbook.   The greatest skill of the professionally republican is to present the illusion of choice in such a way as the voters do not see it.

Keep in mind, back in Washington DC both clubs are collaborating on the Trump removal program because both clubs’ benefit.

If we watch closely, we will see a MAGA-lite, professionally controlled republican go from five-days as a pupa, to chrysalis, to national club butterfly.

We are watching it in real time.

I’m actually a little surprised that DeSantis went along with this ad.  My spidey-sense tells me he knew it was cringy, but the outcome helps highlight what happens when the club starts making the decisions.   The club has a habit of generating products into an audience they don’t understand.

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