Kamala Harris campaign launches first ad with Beyoncé's ‘Freedom’

Kamala Harris’s presidential campaign has unveiled its first official ad following her announcement to run for the Democratic nomination. The release comes shortly after President Joe Biden’s withdrawal from the race, which propelled Harris into the lead as the presumptive nominee.

The campaign video, released on July 25, 2024, opens with images of Harris at a podium, the American flag, and the word “Kamala” prominently displayed. The ad features the beginning of Beyoncé’s song "Freedom" as its soundtrack. Beyoncé’s anthem, known for its powerful message, underscores the ad’s optimistic tone. The ad is narrated by Harris, who begins with, “In this election we each face a question. What kind of country do we want to live in?”

Harris contrasts her vision with that of her opponents, stating, “There are some people who think we should be a country of chaos. Of fear. Of hate,” over visuals of former President Trump and JD Vance. She emphasizes, “But us, we choose something different,” followed by a crowd chanting her name.

The ad focuses on themes of safety, health care, and freedom, addressing gun violence, abortion rights, and poverty. It concludes with Harris urging viewers to join her campaign and visit Kamalaharris.com. The video features smiling individuals at rallies, home, work, and in medical settings, highlighting a hopeful message.

Beyoncé’s endorsement, though not explicitly stated, is suggested by the use of her song. The ad marks a shift from Harris’s 2020 campaign messaging, which compared her to Trump in a more confrontational manner. The video represents a strategic pivot towards a more positive and inclusive narrative.