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Posted at 02:45 PM ET, 06/11/2012

Obama campaign going up with first radio ad targeting African Americans

As the general election ramps up, the Obama campaign this week is launching its first national radio ad this cycle targeting African Americans.


President Obama. (Jewel Samad/AFP)

The 60-second spot, news of which was first reported by theGrio, features the sung refrain, “We’ve got your back. Mr. President, we’ve got your back.” An Obama campaign official said that the campaign has gone up with ads on urban radio stations on matters such as Obama’s jobs plan, but that the new round of ads is the first specifically focused on African Americans.

“Four years ago, we made history,” says the male announcer, speaking over a bass groove. “Now, it’s time to move forward and finish what we started together. We have to show the president we have his back.”

The spot also includes clips of Obama pledging to voters on the campaign trail not to cut back on health insurance for the poor or elderly or on programs such as Head Start to pay for upper-income tax cuts.

Reports theGrio’s Joy-Ann Reid:

A Reach Media advertising representative tells theGrio the ad buy is “early” compared to most election years, as advertising targeting black audiences usually comes right before ”get out the vote” efforts closer to Election Day. The timing of advertising to African-Americans, and the magnitude of ad spending with media outlets targeting or owned by African-Americans has long been a source of tension between black media and the Democratic Party.
“It is earlier than normal,” a Reach Media account manager told theGrio. “I think he’s going to hit the swing states harder, but this is an overarching message.”
The ads are being placed nationally by Fuse Advertising, an African-American owned agency based in St. Louis, Missouri, which also was contracted by the Obama campaign in 2008.

This story has been updated.

By  |  02:45 PM ET, 06/11/2012

 
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