A pro-Biden political advocacy group launched a six-figure digital ad campaign on Wednesday to boost the administration's student loan relief program. They enlisted the help of President Joe Biden's online alter ego, Dark Brandon, in order to get it to young voters.
The ad takes a cue from the fan cam style of online video and features a series of meme and GIFs. Targeted at users in Nevada, Pennsylvania, and Wisconsin, the ad campaign will run on a number of platforms.
The Dark Brandon meme, a modified image of Biden with glowing eyes, became popular over the summer and has been used to both mock and celebrate by Biden supporters and opponents alike.
Voters are usually directed to sign up for student loan relief online when the meme appears in the building back together ad. Dark Brandon pointed viewers to the StudentAid.gov website where they could access the president's federal forgiveness program for student loans.
Danielle Melfi, executive director of Building Back Together, said in a statement on Thursday that millions of Americans will be able to get relief through this simple online form, which takes less than five minutes to fill out.
Building Back Together launched its own account on TikTok in April. The account has tens of thousands of followers and dozens of videos that garner thousands of views.
A group spokesman said at the time that they wanted to reach the large and growing user base of TikTok, including young people who disproportionately use it. To make sure TikTok users are aware of the positive impacts of the president's agenda, we'll be producing original content tailored to the platform.
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