Vice President Kamala Harris’ campaign launched a new TV ad Friday promoting her commitment to border security as the Democrat looks to shore up a perceived vulnerability on an issue that Republicans have emphasized in their attacks.
Touting Harris as a former “border state prosecutor,” the ad is filled with images of border fencing and law enforcement, and contains the tag line, “Fixing the border is tough. So is Kamala Harris.”
“She took on drug cartels and jailed gang members for smuggling weapons and drugs across the border. As vice president, she backed the toughest border control bill in decades. And as president, she will hire thousands more border agents and crack down on fentanyl and human trafficking,” the ad continues.
The focus on immigration is a notable shift from earlier messaging that focused more on Harris’ biography and record, though it contains some similar elements, including reference to her law enforcement background as a former attorney general, which has been consistently emphasized.
The tough-talk on the border and the spotlight on Harris’ background are a response to sustained Republican criticism on the issues of immigration and crime, which have been dominant themes in GOP campaign advertising.
According to AdImpact data, nearly every ad run by Republicans in the presidential race over the last 30 days has referenced immigration, accounting for about $40 million for the $41 million total in TV advertising aired during that period. And about $19 million of that advertising has also referenced crime.
