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Struggling Americans. The ad features several different Americans all going through hardships that are trying to find solutions to their problems but fears they won't be able to.

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“The Letter” — Amy McGrath for U.S. Senate

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Americans angry at the leadership coming from the United States senate and not getting their voices heard. The ad follows a concept of Americans writing letters to their representatives, but they never get replies back. Americans are angry and want to blame the people who are supposed to be representing them, the ad specifically calls out Mitch McConnell.

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The US Senate is not doing the best it can at helping the people, instead holding things such as healthcare, funding, and supreme court decisions "hostage" and using that situation as political weaponry for personal political gain.

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The American people need to be heard. It is the job of senate representatives to work for the peoples wants and needs, not for themselves. If the Americans in the ad want their letters and problems answered, new leadership is needed.

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Reveal the dishonesty and misuse of government positions that certain senators have and use for their own politics instead of the people, to rally Americans under the idea that to return America to the morally-right state it is known for, that people like Mitch McConnell need to be replaced.

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Amy McGrath (D) vs. Mitch McConnell (R)

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Every day Americans sitting in their homes sorrowfully writing letters about their personal hardships, connecting the ad to average and hardworking citizens. For Mitch McConnell, the ad uses images of him at different ages, showing how long he has been in the senate, and all the pictures of him are in black and white, creating a negative tone whenever he is on screen. At the end of the ad McGrath's logo is overtop her Marine uniform, which can gain support from patriotic Americans or previous or current members of the military/marines. Her logo is also a play on US Navy insignia commonly found on the side of aircraft

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Somber but with a hopeful ending. The Americans in the video are in dire times, but with new leadership hopefully they will have answers or at the very least responses to their problems. The current state of leadership is gloomy, but with replacing it there is hope for a better future.

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Sad, deep piano that matches the depressing situations the Americans featured in the ad are in. Especially heavy during the scenes with Mitch McConnell, further showing him as the antagonist. Gets more happy and lighthearted near the end as McGrath lays out her plan.

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Effective at reaching out to Americans who are frustrated or feel left behind by their representatives. Impactful at reaching Americans going through hardships and struggling to find solutions for them, which I feel like is alot of Americans at some point in their life. The ad also conveys this by having different age groups represented, from college students, to middle age business owners, to retirees struggling with healthcare. Also effective at portraying the opposition, Mitch McConnell, as the clear antagonist to the people.