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U.S. Vice President Kamala Harris is aiming to win back male voters, often referred to as “bro votes,” by advertising on video game and sports betting platforms. According to NBC News, Harris’s campaign has placed ads on DraftKings, a popular sports betting site, and Yahoo Sports, making hers the first presidential campaign to advertise on DraftKings. Harris also plans to run ads on well-known video game sites like IGN and Fandom.
The campaign features 30-second video ads starring NBA legend Magic Johnson and actor Ben Stiller. In one of the ads, Johnson says, “Let’s take a look at Kamala’s economic plan. She’s planning to cut taxes for over 100 million Americans.” He continues by taking a jab at Donald Trump: “Now, let’s look at the other guy. He’s a failed businessman, plain and simple.”
In another ad, Ben Stiller uses humor, saying, “You know, this election is a lot like dodgeball. Kamala Harris is the underdog with slim chances of winning, and… No, it’s not the time for jokes.” He then shifts to a serious tone, adding, “You know what? This is critically important. Donald Trump wants to dismantle the Constitution. Project 2025 will give him nearly unlimited power. We can’t let him get anywhere near the White House. So, vote for Kamala Harris.”
Harris’s move comes at a time when Trump is leading among male voters. National polls show a significant gender gap between voters, with women leaning left and men leaning right. However, in swing states like Arizona, the gap between male and female voters is less pronounced.
This strategic push mirrors Trump’s own efforts to target young male voters. The New York Times reported that in recent months, Trump has collaborated with popular YouTubers like Logan Paul and podcast hosts like Theo Von to reach this demographic. In June, Trump appeared on Paul’s “Impaulsive” podcast, which garnered 6 million views. During the episode, Trump gifted Paul T-shirts featuring his mugshot from Fulton County, Georgia.
Furthermore, Trump’s campaign team has partnered with the Nelk Boys, known for their comedic videos and “Full Send” political podcasts featuring guests from Trump’s circle. The former president appeared on their podcast in April, and his running mate, J.D. Vance, joined in August.
The impact of Kamala Harris’s advertising strategy on male voters in the election remains to be seen.
