DSCC Launches Full Screen Takeover Ads Against Heller, Flake, Cruz, Scott As Senate Healthcare Deadline Looms

As Republicans advance in secret towards their July 4th health care deadline, today the Democratic Senatorial Campaign Committee is launching full-screen Google takeover ads featuring new versions of the DSCC’s ad “The Price” — specifically highlighting how Senators Dean Heller, Jeff Flake, Ted Cruz and Governor Rick Scott’s support for the Republican health care agenda will spike costs and strip coverage for hardworking families in their states

The ads utilize Google’s innovative “full-screen takeover” advertising feature, which expands video content across a viewer’s entire screen and are especially effective at reaching mobile viewers and ‘cord cutters’ who consume television lightly. The DSCC is the first campaign organization to utilize Google’s full-screen takeover format during the 2018 cycle. An example of the full screen takeover format is available here.

The ad will reach targeted voters in Nevada, Arizona, Texas and Florida who comprise key elements of the 2018 midterm electorate, including older, women and swing voters as part of an ongoing six-figure digital ad buy.

“Republicans can try and ram through their health care bill in secret, but voters will know exactly who to blame when their costs spike and their coverage is cut,” said Democratic Senatorial Campaign Committee Spokesman David Bergstein. “This week the stakes for middle class families could not be higher — and if Senators Heller, Flake and Cruz along with Governor Scott get their way, hardworking Americans will pay the price while insurance companies and the rich get a tax break. We’re standing with voters across the country in opposing a plan that is unpopular in every single state and will hold Republican Senators and Senate candidates accountable for their actions.”

An example of Heller specific spot is below:

“What Will Senator Heller’s Vote On Health Care Cost You?”


The DSCC first launched its 30-second health care spot, “The Price,” – described as “gut punch of an ad” by MSNBC’s Rachel Maddow –  when the GOP released its devastating health care plan in March alongside a health care website. The DSCC also released targeted Google search advertisements highlighting potential GOP Senate candidates’ support for the Plan, and most recently the DSCC launched 6-second, non-skippable YouTube ads in 9 battleground states – becoming the first national campaign committee to utilize YouTube’s bumper ad format during the 2018 campaign cycle.

For additional information about the 2018 health care dynamics in Senate campaigns, please see the DSCC’s recent memo, “2018 Health Care Dynamics Crystalize Against GOP Senate Candidates,” and a recent Medium Post from DSCC Political Director Dan McNally, “Heller and Flake Caught In A Healthcare Vise.”


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