A new ad campaign attempts to use "culturally relevant" themes that millennial voters can relate to in order to win over the youth vote in the upcoming midterm elections.
The College Republican National Committee launched on Wednesday a $1 million digital ad campaign that uses shows that young people are watching, such as TLC’s Say Yes To The Dress in an attempt to get the attention of a generation that is often turned off by political ads.
"How do you reach the generation that has their earbuds in and their minds turned off to traditional advertising?" CRNC national chairman Alex Smith told the Wall Street Journal. "It’s our goal to start the conversation by presenting ourselves in a culturally relevant way."
In an attempt to target the newest generation of voters, the ads will run on online media sites such as Hulu and Pandora.
The first ad, "Say Yes to the Candidate," is modeled after the TLC show and is being aired in support of six Republican governor candidates across the country.
This ad, for example, portrays Republican Rick Snyder as a nice dress that won’t "break your budget" and Democrat Mark Schauer as a hideous dress that is "overpriced" and "outdated."
The CRNC says that the ad is getting its intended response.
"We’ve seen an overwhelming positive response from college students and a small negative response on twitter from scared liberal activists and confused old men, which means the ad is accomplishing exactly what we wanted," said digital director Stefanie Petropoulos.