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| Meta Title | How the 'Let's Go, Brandon' Meme Became a Campaign Ad - The New York Times |
| Meta Description | How an inside joke among Republicans became one candidate’s tactic for reaching the G.O.P. masses. |
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The On Politics Newsletter
How an inside joke among Republicans became one candidate’s tactic for reaching the G.O.P. masses.
The “Let’s go, Brandon” phrase originated on Oct. 2, 2021. People in the stands at the Talladega Superspeedway chanted the name of President Biden, preceded by an expletive during a broadcast interview with Brandon Brown, the race’s winner.
Credit...
Brian Lawdermilk/Getty Images
Jan. 12, 2022
It began last fall as an
ironic, profane joke after a NASCAR race
. Now, it’s showing up in campaign ads.
Jim Lamon, a Republican candidate for Senate in Arizona, has
a new television advertisement
that employs the slogan “Let’s go, Brandon.” His campaign says it is spending $1 million to air the ad, including during local broadcasts of Monday night’s college football championship.
As far as we can tell, it’s the first instance of this three-word catchphrase being used in a campaign spot, and that makes it worth unpacking. It says something important about what Republican politicians think animates their primary voters.
For those unfamiliar, “Let’s go, Brandon” is code for an insult to President Biden, in place of a four-letter expletive. Colleen Long of the A.P. wrote
a good explainer on the phrase’s origins
back in October, when it was becoming a widespread in-joke among Republicans.
The phrase was even used for a bit of Christmas Eve trolling of
Mr. Biden and the first lady
, while they fielded a few calls to the
NORAD Santa Tracker
in what has become an annual White House tradition.
At the end of an otherwise cordial call with a father of four from Oregon, President Biden said, “I hope you have a wonderful Christmas.”
“I hope you guys have a wonderful Christmas as well,” replied the caller, later identified as Jared Schmeck, a Trump supporter. He added: “Merry Christmas and ‘Let’s go, Brandon!’”
The ‘Let’s go, Brandon’ ad
In Arizona, Lamon, a businessman who is running in a crowded primary field, has pledged to spend $50 million of his money.
Even though money can purchase many things in politics — chartered jets, campaign staff, polling and data wizardry, yard signs — there’s one precious commodity it can’t buy: attention.
Thus the new ad. “If you are pissed off about the direction of our country, let’s go,” Lamon begins, as action-movie-style music plays in the background. “If you’re ready to secure the border and stop the invasion, let’s go. If you want to keep corrupt politicians from rigging elections, let’s go.”
“Let’s take the fight to Joe Biden, and show him we the people put America first,” Lamon continues, deadly serious in tone. “The time is now. Let’s go, Brandon. Are you with me?”
It’s a marked contrast from Lamon’s
gauzy biography ad
, which introduces him as a genial military veteran who was able to go to college thanks to an R.O.T.C. scholarship.
The new ad comes days ahead of a much-anticipated rally by Donald Trump in Florence, Ariz., a town of 25,000 people between Phoenix and Tucson.
Trump has yet to back a candidate, but his imprimatur could be decisive. He has all but made embracing his false claim that the 2020 election was stolen an explicit condition for his endorsement, and Saturday’s rally will feature
a number of prominent election deniers
.
“Everybody is running to the right and trying to express their fealty to Donald Trump,” Mike O’Neil, an Arizona political analyst, said of the new Lamon ad. “This is his attempt to break through.”
More chucks
Lamon’s ad isn’t even the most striking video of the Senate primary in Arizona.
In mid-October, the state attorney general, Mark Brnovich, the closest thing to an establishment candidate in the Senate race,
posted a video of himself twirling nunchucks
. “People, you want more chucks, you got more chucks,” Brnovich says.
The display was widely ridiculed as a desperate plea for attention. Brnovich has struggled to capture the imagination of primary voters — many of whom fault him for
not doing enough to prevent Biden’s win in Arizona in 2020
— leaving the race wide open.
In November, Blake Masters, a 35-year-old, Stanford-educated lawyer and venture capitalist backed by Peter Thiel, a Silicon Valley billionaire close to Trump, introduced
a video of his own
that drew national attention for its unusually stark advocacy of Second Amendment rights.
In that ad, Masters squints into the camera while cradling a futuristic-looking gun called the “Honey Badger.” “This is a short-barreled rifle,” he intones. “It wasn’t designed for hunting. This is designed to kill people.”
Clad in a long-sleeve black T-shirt emblazoned with the word “DROPOUT,” Masters goes on to explain his reasoning, as ominous-sounding music plays in the background.
“If you’re not a bad guy, I support your right to own one,” he says. “The Second Amendment is not about duck hunting. It’s about protecting your family and your country.
“What’s the first thing the Taliban did when Joe Biden handed them Afghanistan?” Masters continues, before lowering his voice to barely more than a whisper. “They took away people’s guns. That’s how it works.”
Harnessing the backlash
The
50-second Masters spot did not run on TV, but was viewed at least 1.5 million times on Twitter, generating media coverage and buzz on the right for its unapologetic defense of a weapon that is seen as especially dangerous by gun control advocates.
“What was more interesting, in a way, was how much it freaks the left out,” Masters said in an interview, reflecting on the reaction to the ad among liberals. He said he welcomed the opprobrium: “Bring it on.”
He noted that when he was working on
his biographical ad
, introducing himself as an Arizona native, he decided not to lean too heavily on his record as an entrepreneur, and to talk about his values instead.
“Dude, nobody cares,” he said. “Nobody cares about your solar company.”
The Trump factor
Senator Mark Kelly, the Democratic incumbent, will be
a formidable and well-funded opponent
for whoever wins the G.O.P. primary, which is not until August. And Trump’s support could become a liability in a general election.
O’Neil noted that many conservative women in the suburbs voted for Biden in 2020 but opted for Republican candidates elsewhere on the ballot.
But Masters argued that there’s no downside to running to the right.
“The way you win a swing state in Arizona is not by focus-grouping,” he said. “It’s by truly being conservative, and being bold by articulating conservative ideas.”
Mike Murphy, a prominent Trump critic and longtime adviser to John McCain, the deceased Arizona senator, said the Lamon ad was a “sign of the sad times in U.S. politics.”
But, he quipped, “in the G.O.P. primary electorate this year, who the Brandon knows.”
What to read
David McCormick, the former chief executive of hedge fund Bridgewater Associates and a former Treasury Department official, has
filed paperwork to enter the Pennsylvania Senate race
.
The congressional committee investigating the Jan. 6 riot at the Capitol has
asked Representative Kevin McCarthy
, the House’s top Republican, for a voluntary interview, Luke Broadwater reports.
Consumer prices rose in December at the fastest rate since 1982,
growing at a 7 percent clip in the last year
, Ana Swanson reports. An
AP-NORC poll published this week
found that 68 percent of Americans ranked the economy as their top concern.
In a
news analysis
, Nate Cohn writes that Democrats “still seem nowhere close to enacting robust safeguards against another attempt to overturn a presidential election.”
Trump
abruptly ended an interview with Steve Inskeep
when the NPR host pressed him on his false claims of a stolen election in 2022. The radio network
published a full transcript
of the encounter, which ended with Inskeep saying, “Whoa, whoa, whoa, I have one more question. … He’s gone. OK.”
PULSE
Image
The approval rating for President Biden is at 33 percent. That’s down from 36 percent in November.
Credit...
Doug Mills/The New York Times
No New Year bump for Biden
Quinnipiac University
released a poll
today that showed President Biden’s approval rating at just 33 percent, while 53 percent of respondents gave him a negative rating. That’s down from 36 percent in November. It’s just one poll, but it’s a sign that Biden’s image isn’t on the rebound. The president’s
average approval rating
is higher, but still just 42.2 percent, according to 538.
Another finding that stood out from the Quinnipiac poll: 76 percent of respondents said that political instability within the United States posed a greater threat than the country’s adversaries. A majority, 58 percent, agreed that American democracy is “in danger of collapse.”
Image
Is there anything you think we’re missing? Anything you want to see more of? We’d love to hear from you. Email us at
onpolitics@nytimes.com
.
Blake Hounshell
is the editor of the On Politics newsletter. He previously was managing editor for Washington and politics at Politico.
Leah Askarinam
is co-author of the On Politics newsletter. She was previously editor in chief of National Journal's Hotline.
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The On Politics Newsletter
# ‘Let’s Go, Brandon’ Zooms From Vulgar Meme to Campaign Ad
How an inside joke among Republicans became one candidate’s tactic for reaching the G.O.P. masses.
- Share full article

The “Let’s go, Brandon” phrase originated on Oct. 2, 2021. People in the stands at the Talladega Superspeedway chanted the name of President Biden, preceded by an expletive during a broadcast interview with Brandon Brown, the race’s winner.Credit...Brian Lawdermilk/Getty Images
[](https://www.nytimes.com/by/blake-hounshell)[](https://www.nytimes.com/by/leah-askarinam)
By [Blake Hounshell](https://www.nytimes.com/by/blake-hounshell) and [Leah Askarinam](https://www.nytimes.com/by/leah-askarinam)
Jan. 12, 2022
It began last fall as an [ironic, profane joke after a NASCAR race](https://www.nytimes.com/2021/12/19/business/brandon-brown-lets-go-brandon.html). Now, it’s showing up in campaign ads.
Jim Lamon, a Republican candidate for Senate in Arizona, has [a new television advertisement](https://www.youtube.com/watch?v=z3kzAL_vw8s) that employs the slogan “Let’s go, Brandon.” His campaign says it is spending \$1 million to air the ad, including during local broadcasts of Monday night’s college football championship.
As far as we can tell, it’s the first instance of this three-word catchphrase being used in a campaign spot, and that makes it worth unpacking. It says something important about what Republican politicians think animates their primary voters.
For those unfamiliar, “Let’s go, Brandon” is code for an insult to President Biden, in place of a four-letter expletive. Colleen Long of the A.P. wrote [a good explainer on the phrase’s origins](https://apnews.com/article/lets-go-brandon-what-does-it-mean-republicans-joe-biden-ab13db212067928455a3dba07756a160) back in October, when it was becoming a widespread in-joke among Republicans.
The phrase was even used for a bit of Christmas Eve trolling of [Mr. Biden and the first lady](https://people.com/politics/father-who-told-joe-biden-lets-go-brandon-christmas-eve-says-attacked-innocent-jest/), while they fielded a few calls to the [NORAD Santa Tracker](https://www.noradsanta.org/en/) in what has become an annual White House tradition.
At the end of an otherwise cordial call with a father of four from Oregon, President Biden said, “I hope you have a wonderful Christmas.”
“I hope you guys have a wonderful Christmas as well,” replied the caller, later identified as Jared Schmeck, a Trump supporter. He added: “Merry Christmas and ‘Let’s go, Brandon!’”
### **The ‘Let’s go, Brandon’ ad**
In Arizona, Lamon, a businessman who is running in a crowded primary field, has pledged to spend \$50 million of his money.
Even though money can purchase many things in politics — chartered jets, campaign staff, polling and data wizardry, yard signs — there’s one precious commodity it can’t buy: attention.
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Thus the new ad. “If you are pissed off about the direction of our country, let’s go,” Lamon begins, as action-movie-style music plays in the background. “If you’re ready to secure the border and stop the invasion, let’s go. If you want to keep corrupt politicians from rigging elections, let’s go.”
“Let’s take the fight to Joe Biden, and show him we the people put America first,” Lamon continues, deadly serious in tone. “The time is now. Let’s go, Brandon. Are you with me?”
It’s a marked contrast from Lamon’s [gauzy biography ad](https://www.youtube.com/watch?v=LS3g851LpKc), which introduces him as a genial military veteran who was able to go to college thanks to an R.O.T.C. scholarship.
The new ad comes days ahead of a much-anticipated rally by Donald Trump in Florence, Ariz., a town of 25,000 people between Phoenix and Tucson.
Trump has yet to back a candidate, but his imprimatur could be decisive. He has all but made embracing his false claim that the 2020 election was stolen an explicit condition for his endorsement, and Saturday’s rally will feature [a number of prominent election deniers](https://www.axios.com/trump-election-deniers-arizona-rally-9f34e5bc-17cc-49cf-8b2a-faee5b99cc2d.html).
“Everybody is running to the right and trying to express their fealty to Donald Trump,” Mike O’Neil, an Arizona political analyst, said of the new Lamon ad. “This is his attempt to break through.”
## [Trump Administration: Live Updates](https://www.nytimes.com/live/2026/03/09/us/trump-news)
Updated
March 9, 2026, 3:53 p.m. ET6 hours ago
- [Two teenage mariachi musicians have been released from ICE custody.](https://www.nytimes.com/live/2026/03/09/us/trump-news#mariachi-teens-immigration)
- [A judge halts a Trump administration move to restrict immigration appeals.](https://www.nytimes.com/live/2026/03/09/us/trump-news#judge-trump-immigration-appeals)
- [A new lawsuit challenges Rubio’s threats against foreign tech regulators.](https://www.nytimes.com/live/2026/03/09/us/trump-news#lawsuit-rubio-social-media)
### **More chucks**
Lamon’s ad isn’t even the most striking video of the Senate primary in Arizona.
In mid-October, the state attorney general, Mark Brnovich, the closest thing to an establishment candidate in the Senate race, [posted a video of himself twirling nunchucks](https://twitter.com/generalbrnovich/status/1449001368258179090). “People, you want more chucks, you got more chucks,” Brnovich says.
The display was widely ridiculed as a desperate plea for attention. Brnovich has struggled to capture the imagination of primary voters — many of whom fault him for [not doing enough to prevent Biden’s win in Arizona in 2020](https://www.politico.com/news/2021/06/10/arizona-attorney-general-mark-brnovich-493245) — leaving the race wide open.
In November, Blake Masters, a 35-year-old, Stanford-educated lawyer and venture capitalist backed by Peter Thiel, a Silicon Valley billionaire close to Trump, introduced [a video of his own](https://www.youtube.com/watch?v=s588GF_UfGw) that drew national attention for its unusually stark advocacy of Second Amendment rights.
In that ad, Masters squints into the camera while cradling a futuristic-looking gun called the “Honey Badger.” “This is a short-barreled rifle,” he intones. “It wasn’t designed for hunting. This is designed to kill people.”
Clad in a long-sleeve black T-shirt emblazoned with the word “DROPOUT,” Masters goes on to explain his reasoning, as ominous-sounding music plays in the background.
“If you’re not a bad guy, I support your right to own one,” he says. “The Second Amendment is not about duck hunting. It’s about protecting your family and your country.
“What’s the first thing the Taliban did when Joe Biden handed them Afghanistan?” Masters continues, before lowering his voice to barely more than a whisper. “They took away people’s guns. That’s how it works.”
### **Harnessing the backlash**
The50-second Masters spot did not run on TV, but was viewed at least 1.5 million times on Twitter, generating media coverage and buzz on the right for its unapologetic defense of a weapon that is seen as especially dangerous by gun control advocates.
“What was more interesting, in a way, was how much it freaks the left out,” Masters said in an interview, reflecting on the reaction to the ad among liberals. He said he welcomed the opprobrium: “Bring it on.”
He noted that when he was working on [his biographical ad](https://www.youtube.com/watch?v=4yxTYEJ2lBQ&t=7s), introducing himself as an Arizona native, he decided not to lean too heavily on his record as an entrepreneur, and to talk about his values instead.
“Dude, nobody cares,” he said. “Nobody cares about your solar company.”
### **The Trump factor**
Senator Mark Kelly, the Democratic incumbent, will be [a formidable and well-funded opponent](https://www.azcentral.com/story/opinion/op-ed/elviadiaz/2022/01/07/sen-mark-kelly-raises-9-million-more-than-republican-rivals/9134757002/) for whoever wins the G.O.P. primary, which is not until August. And Trump’s support could become a liability in a general election.
O’Neil noted that many conservative women in the suburbs voted for Biden in 2020 but opted for Republican candidates elsewhere on the ballot.
But Masters argued that there’s no downside to running to the right.
“The way you win a swing state in Arizona is not by focus-grouping,” he said. “It’s by truly being conservative, and being bold by articulating conservative ideas.”
Mike Murphy, a prominent Trump critic and longtime adviser to John McCain, the deceased Arizona senator, said the Lamon ad was a “sign of the sad times in U.S. politics.”
But, he quipped, “in the G.O.P. primary electorate this year, who the Brandon knows.”
## What to read
- David McCormick, the former chief executive of hedge fund Bridgewater Associates and a former Treasury Department official, has [filed paperwork to enter the Pennsylvania Senate race](https://www.nytimes.com/2022/01/12/us/elections/david-mccormick-pennsylvania-senate.html).
- The congressional committee investigating the Jan. 6 riot at the Capitol has [asked Representative Kevin McCarthy](https://www.nytimes.com/2022/01/12/us/politics/kevin-mccarthy-jan-6-committee.html), the House’s top Republican, for a voluntary interview, Luke Broadwater reports.
- Consumer prices rose in December at the fastest rate since 1982, [growing at a 7 percent clip in the last year](https://www.nytimes.com/2022/01/12/business/inflation-supply-chain.html), Ana Swanson reports. An [AP-NORC poll published this week](https://apnews.com/article/coronavirus-pandemic-joe-biden-business-health-elections-bb16c5c52e2bf719ec8a0c5415aaf66c) found that 68 percent of Americans ranked the economy as their top concern.
- In a [news analysis](https://www.nytimes.com/2022/01/12/us/politics/biden-voting-rights-speech-election-subversion.html), Nate Cohn writes that Democrats “still seem nowhere close to enacting robust safeguards against another attempt to overturn a presidential election.”
- Trump [abruptly ended an interview with Steve Inskeep](https://www.nytimes.com/2022/01/12/us/politics/donald-trump-npr-interview.html) when the NPR host pressed him on his false claims of a stolen election in 2022. The radio network [published a full transcript](https://www.npr.org/2022/01/12/1072176709/transcript-full-npr-interview-former-president-donald-trump) of the encounter, which ended with Inskeep saying, “Whoa, whoa, whoa, I have one more question. … He’s gone. OK.”
PULSE
Image

The approval rating for President Biden is at 33 percent. That’s down from 36 percent in November.Credit...Doug Mills/The New York Times
## No New Year bump for Biden
Quinnipiac University [released a poll](https://poll.qu.edu/poll-release?releaseid=3831) today that showed President Biden’s approval rating at just 33 percent, while 53 percent of respondents gave him a negative rating. That’s down from 36 percent in November. It’s just one poll, but it’s a sign that Biden’s image isn’t on the rebound. The president’s [average approval rating](https://projects.fivethirtyeight.com/biden-approval-rating/) is higher, but still just 42.2 percent, according to 538.
Another finding that stood out from the Quinnipiac poll: 76 percent of respondents said that political instability within the United States posed a greater threat than the country’s adversaries. A majority, 58 percent, agreed that American democracy is “in danger of collapse.”
Image

*Is there anything you think we’re missing? Anything you want to see more of? We’d love to hear from you. Email us at* [*onpolitics@nytimes.com*](mailto:onpolitics@nytimes.com)*.*
[Blake Hounshell](https://www.nytimes.com/by/blake-hounshell) is the editor of the On Politics newsletter. He previously was managing editor for Washington and politics at Politico.
[Leah Askarinam](https://www.nytimes.com/by/leah-askarinam) is co-author of the On Politics newsletter. She was previously editor in chief of National Journal's Hotline.
See more on: [U.S. Politics](https://www.nytimes.com/section/politics), [Republican Party](https://www.nytimes.com/topic/organization/republican-party), [Joe Biden](https://www.nytimes.com/spotlight/joe-biden), [Donald Trump](https://www.nytimes.com/spotlight/donald-trump), [Mark Brnovich](https://www.nytimes.com/topic/mark-brnovich), [Mark E Kelly](https://www.nytimes.com/topic/mark-e-kelly)
- Share full article
***
## The Latest on the Trump Administration
***
- **War in the Middle East:** American employees of the U.S. diplomatic mission in Saudi Arabia have been [told to leave the country](https://www.nytimes.com/2026/03/08/world/middleeast/state-department-diplomats-saudi-arabia-departure.html) under mandatory departure orders issued by the State Department, according to current and former U.S. officials. And [Democrats seized on a surge in oil prices](https://www.nytimes.com/2026/03/08/world/middleeast/democrats-republicans-trump-oil-prices-midterms.html), arguing that it was a consequence of the war that would inflame an affordability crisis, as Republicans sought to downplay the data.
- **The Pentagon, Anthropic and OpenAI:** The fight over Pentagon contracts shows how the leaders of Silicon Valley’s two most important A.I. start-ups are [feuding over the future of the tech industry](https://www.nytimes.com/2026/03/07/technology/openai-anthropic-pentagon-rivalry.html). The negotiations, threats and amended contracts have left plenty of questions. [Here are some answers](https://www.nytimes.com/2026/03/07/technology/anthropic-openai-pentagon-dario-amodei-sam-altman.html).
- **Boat Strikes:** The Defense Department said that it had [blown up a boat in the eastern Pacific Ocean](https://www.nytimes.com/2026/03/08/us/politics/boat-strike-eastern-pacific-six-killed.html), killing six people. The strike raised the death toll in the campaign by the United States against people it accuses of smuggling drugs at sea to at least 156.
- **National Transportation Safety Board:** J. Todd Inman, a Republican member of the N.T.S.B. who was prominent in the investigation of a fatal midair collision in Washington last year, has been [fired by the White House](https://www.nytimes.com/2026/03/08/us/politics/todd-inman-fired-national-transportation-safety-board.html), the second member of the five-seat panel to have been removed in the last year.
- **Kennedy Center:** As President Trump prepares to close Washington’s premier performing arts venue for two years, [loyal patrons wonder where they’ll get their cultural fix](https://www.nytimes.com/2026/03/09/arts/kennedy-center-closing-reactions.html).
***
**How We Report on the Trump Administration**
Hundreds of readers asked about our coverage of the president. Times editors and reporters [responded to some of the most common questions](https://www.nytimes.com/2025/03/06/insider/how-the-new-york-times-reports-on-trump.html).
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| Readable Markdown | Advertisement
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The On Politics Newsletter
How an inside joke among Republicans became one candidate’s tactic for reaching the G.O.P. masses.

The “Let’s go, Brandon” phrase originated on Oct. 2, 2021. People in the stands at the Talladega Superspeedway chanted the name of President Biden, preceded by an expletive during a broadcast interview with Brandon Brown, the race’s winner.Credit...Brian Lawdermilk/Getty Images
Jan. 12, 2022
It began last fall as an [ironic, profane joke after a NASCAR race](https://www.nytimes.com/2021/12/19/business/brandon-brown-lets-go-brandon.html). Now, it’s showing up in campaign ads.
Jim Lamon, a Republican candidate for Senate in Arizona, has [a new television advertisement](https://www.youtube.com/watch?v=z3kzAL_vw8s) that employs the slogan “Let’s go, Brandon.” His campaign says it is spending \$1 million to air the ad, including during local broadcasts of Monday night’s college football championship.
As far as we can tell, it’s the first instance of this three-word catchphrase being used in a campaign spot, and that makes it worth unpacking. It says something important about what Republican politicians think animates their primary voters.
For those unfamiliar, “Let’s go, Brandon” is code for an insult to President Biden, in place of a four-letter expletive. Colleen Long of the A.P. wrote [a good explainer on the phrase’s origins](https://apnews.com/article/lets-go-brandon-what-does-it-mean-republicans-joe-biden-ab13db212067928455a3dba07756a160) back in October, when it was becoming a widespread in-joke among Republicans.
The phrase was even used for a bit of Christmas Eve trolling of [Mr. Biden and the first lady](https://people.com/politics/father-who-told-joe-biden-lets-go-brandon-christmas-eve-says-attacked-innocent-jest/), while they fielded a few calls to the [NORAD Santa Tracker](https://www.noradsanta.org/en/) in what has become an annual White House tradition.
At the end of an otherwise cordial call with a father of four from Oregon, President Biden said, “I hope you have a wonderful Christmas.”
“I hope you guys have a wonderful Christmas as well,” replied the caller, later identified as Jared Schmeck, a Trump supporter. He added: “Merry Christmas and ‘Let’s go, Brandon!’”
### **The ‘Let’s go, Brandon’ ad**
In Arizona, Lamon, a businessman who is running in a crowded primary field, has pledged to spend \$50 million of his money.
Even though money can purchase many things in politics — chartered jets, campaign staff, polling and data wizardry, yard signs — there’s one precious commodity it can’t buy: attention.
Thus the new ad. “If you are pissed off about the direction of our country, let’s go,” Lamon begins, as action-movie-style music plays in the background. “If you’re ready to secure the border and stop the invasion, let’s go. If you want to keep corrupt politicians from rigging elections, let’s go.”
“Let’s take the fight to Joe Biden, and show him we the people put America first,” Lamon continues, deadly serious in tone. “The time is now. Let’s go, Brandon. Are you with me?”
It’s a marked contrast from Lamon’s [gauzy biography ad](https://www.youtube.com/watch?v=LS3g851LpKc), which introduces him as a genial military veteran who was able to go to college thanks to an R.O.T.C. scholarship.
The new ad comes days ahead of a much-anticipated rally by Donald Trump in Florence, Ariz., a town of 25,000 people between Phoenix and Tucson.
Trump has yet to back a candidate, but his imprimatur could be decisive. He has all but made embracing his false claim that the 2020 election was stolen an explicit condition for his endorsement, and Saturday’s rally will feature [a number of prominent election deniers](https://www.axios.com/trump-election-deniers-arizona-rally-9f34e5bc-17cc-49cf-8b2a-faee5b99cc2d.html).
“Everybody is running to the right and trying to express their fealty to Donald Trump,” Mike O’Neil, an Arizona political analyst, said of the new Lamon ad. “This is his attempt to break through.”
### **More chucks**
Lamon’s ad isn’t even the most striking video of the Senate primary in Arizona.
In mid-October, the state attorney general, Mark Brnovich, the closest thing to an establishment candidate in the Senate race, [posted a video of himself twirling nunchucks](https://twitter.com/generalbrnovich/status/1449001368258179090). “People, you want more chucks, you got more chucks,” Brnovich says.
The display was widely ridiculed as a desperate plea for attention. Brnovich has struggled to capture the imagination of primary voters — many of whom fault him for [not doing enough to prevent Biden’s win in Arizona in 2020](https://www.politico.com/news/2021/06/10/arizona-attorney-general-mark-brnovich-493245) — leaving the race wide open.
In November, Blake Masters, a 35-year-old, Stanford-educated lawyer and venture capitalist backed by Peter Thiel, a Silicon Valley billionaire close to Trump, introduced [a video of his own](https://www.youtube.com/watch?v=s588GF_UfGw) that drew national attention for its unusually stark advocacy of Second Amendment rights.
In that ad, Masters squints into the camera while cradling a futuristic-looking gun called the “Honey Badger.” “This is a short-barreled rifle,” he intones. “It wasn’t designed for hunting. This is designed to kill people.”
Clad in a long-sleeve black T-shirt emblazoned with the word “DROPOUT,” Masters goes on to explain his reasoning, as ominous-sounding music plays in the background.
“If you’re not a bad guy, I support your right to own one,” he says. “The Second Amendment is not about duck hunting. It’s about protecting your family and your country.
“What’s the first thing the Taliban did when Joe Biden handed them Afghanistan?” Masters continues, before lowering his voice to barely more than a whisper. “They took away people’s guns. That’s how it works.”
### **Harnessing the backlash**
The50-second Masters spot did not run on TV, but was viewed at least 1.5 million times on Twitter, generating media coverage and buzz on the right for its unapologetic defense of a weapon that is seen as especially dangerous by gun control advocates.
“What was more interesting, in a way, was how much it freaks the left out,” Masters said in an interview, reflecting on the reaction to the ad among liberals. He said he welcomed the opprobrium: “Bring it on.”
He noted that when he was working on [his biographical ad](https://www.youtube.com/watch?v=4yxTYEJ2lBQ&t=7s), introducing himself as an Arizona native, he decided not to lean too heavily on his record as an entrepreneur, and to talk about his values instead.
“Dude, nobody cares,” he said. “Nobody cares about your solar company.”
### **The Trump factor**
Senator Mark Kelly, the Democratic incumbent, will be [a formidable and well-funded opponent](https://www.azcentral.com/story/opinion/op-ed/elviadiaz/2022/01/07/sen-mark-kelly-raises-9-million-more-than-republican-rivals/9134757002/) for whoever wins the G.O.P. primary, which is not until August. And Trump’s support could become a liability in a general election.
O’Neil noted that many conservative women in the suburbs voted for Biden in 2020 but opted for Republican candidates elsewhere on the ballot.
But Masters argued that there’s no downside to running to the right.
“The way you win a swing state in Arizona is not by focus-grouping,” he said. “It’s by truly being conservative, and being bold by articulating conservative ideas.”
Mike Murphy, a prominent Trump critic and longtime adviser to John McCain, the deceased Arizona senator, said the Lamon ad was a “sign of the sad times in U.S. politics.”
But, he quipped, “in the G.O.P. primary electorate this year, who the Brandon knows.”
## What to read
- David McCormick, the former chief executive of hedge fund Bridgewater Associates and a former Treasury Department official, has [filed paperwork to enter the Pennsylvania Senate race](https://www.nytimes.com/2022/01/12/us/elections/david-mccormick-pennsylvania-senate.html).
- The congressional committee investigating the Jan. 6 riot at the Capitol has [asked Representative Kevin McCarthy](https://www.nytimes.com/2022/01/12/us/politics/kevin-mccarthy-jan-6-committee.html), the House’s top Republican, for a voluntary interview, Luke Broadwater reports.
- Consumer prices rose in December at the fastest rate since 1982, [growing at a 7 percent clip in the last year](https://www.nytimes.com/2022/01/12/business/inflation-supply-chain.html), Ana Swanson reports. An [AP-NORC poll published this week](https://apnews.com/article/coronavirus-pandemic-joe-biden-business-health-elections-bb16c5c52e2bf719ec8a0c5415aaf66c) found that 68 percent of Americans ranked the economy as their top concern.
- In a [news analysis](https://www.nytimes.com/2022/01/12/us/politics/biden-voting-rights-speech-election-subversion.html), Nate Cohn writes that Democrats “still seem nowhere close to enacting robust safeguards against another attempt to overturn a presidential election.”
- Trump [abruptly ended an interview with Steve Inskeep](https://www.nytimes.com/2022/01/12/us/politics/donald-trump-npr-interview.html) when the NPR host pressed him on his false claims of a stolen election in 2022. The radio network [published a full transcript](https://www.npr.org/2022/01/12/1072176709/transcript-full-npr-interview-former-president-donald-trump) of the encounter, which ended with Inskeep saying, “Whoa, whoa, whoa, I have one more question. … He’s gone. OK.”
PULSE
Image

The approval rating for President Biden is at 33 percent. That’s down from 36 percent in November.Credit...Doug Mills/The New York Times
## No New Year bump for Biden
Quinnipiac University [released a poll](https://poll.qu.edu/poll-release?releaseid=3831) today that showed President Biden’s approval rating at just 33 percent, while 53 percent of respondents gave him a negative rating. That’s down from 36 percent in November. It’s just one poll, but it’s a sign that Biden’s image isn’t on the rebound. The president’s [average approval rating](https://projects.fivethirtyeight.com/biden-approval-rating/) is higher, but still just 42.2 percent, according to 538.
Another finding that stood out from the Quinnipiac poll: 76 percent of respondents said that political instability within the United States posed a greater threat than the country’s adversaries. A majority, 58 percent, agreed that American democracy is “in danger of collapse.”
Image

*Is there anything you think we’re missing? Anything you want to see more of? We’d love to hear from you. Email us at* [*onpolitics@nytimes.com*](mailto:onpolitics@nytimes.com)*.*
[Blake Hounshell](https://www.nytimes.com/by/blake-hounshell) is the editor of the On Politics newsletter. He previously was managing editor for Washington and politics at Politico.
[Leah Askarinam](https://www.nytimes.com/by/leah-askarinam) is co-author of the On Politics newsletter. She was previously editor in chief of National Journal's Hotline.
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| Shard | 84 (laksa) |
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