White Dudes for Harris launched a $10m ad campaign on Thursday. The first ad targeted white men living in Michigan, Pennsylvania, and Wisconsin.

The 30-second spot not only addresses the former president’s hold on the white male vote, but also appeals to those voters who have lost faith in him and his campaign.

The narrator asks: “All they have done is screw us, but what do you do if you don’t want to be on the MAGA bus?” Then I realized that this wasn’t about picking teams. It’s not about picking teams, but who has a plan to improve my life and that of my family.

The ad continues to state that Vice President Harris and her running-mate Minnesota Gov. Tim Walz, a Democrat, “talks to guys just like us.”

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Politico was first to report the ad.

The group was launched in July after Harris replaced President Biden as the Democratic nominee. The group raised over $4 million in its first organizing call, which took place the same month.

In a statement released on Thursday, Ross Morales Rocketto said, “For too long Donald Trump has been able fill the minds and hearts of many white men here in the United States with lies. We’ve discovered in the last few months, since we launched White Dudes for Harris, that there’s a real appetite for an alternative.”

Harris is making progress with this group, even though polls indicate that Trump leads among white men. A recent NPR/PBS News/Marist poll shows that Harris trails Trump by 63 percent to 35% among non-college educated white men. She is ahead of Trump among college-educated white men by 55 percent.