What is especially notable about the Biden TV spot featuring the Blind Big is that it is the first ... [+]
Over the weekend Democrat Presidential hopeful and former Vice President Joe Biden took what can only be described as a "unique approach" by targeting NFL fans with an ad that first appeared on a game between the Cleveland Browns and Pittsburgh Steelers. The ad featured Joe Malcoun, co-owner of The Blind Pig, a live music nightspot in Ann Arbor, Michigan, which has struggled to remain open due to the Covid-19 pandemic.
The bar, which has been open for 50 years, and has hosted such notable acts as Sound Garden and Nirvana in years past isn't drawing in the crowds. It is now essentially an empty room, which Malcoun blames squarely on President Donald Trump.
Everywhere I go, people have a story about the Blind Pig," Malcoun explained in the spot. "The Blind Pig has been one of those clubs that attract artists from all genres. For 50 years, the Blind Pig has been open and crowded, but right now, it’s an empty room. This is the reality of Trump's Covid response. We don't know how much longer we can survive without any revenue. A lot of restaurants and bars that have been mainstays for years will not make it through this. This is Donald Trump's economy: There is no plan and you don't know how to go forward. It makes me so angry. My only hope for my family and for this business and my community is that Joe Biden wins this election.”
What is especially notable about the Biden TV spot is that it is the first time that the pioneering hip hop group, the Beastie Boys allowed their music to be licensed for any advertisement. Their song "Sabotage," which kicks in at the tail end of the spot, was enough that many users on social media took notice and praised the ad.
MSNBC's Chris Hayes (@chrislhayes) noted that the ad – while appearing on a football game – was likely targeted towards generation-X as much as millennial voters. He tweeted, "This ad is real microtargeting to a certain sub-segment of a specific generation. But pretty damn effective at it!"
The sentiments were shared by actor/comedian Patton Oswalt (@pattonoswalt), who suggested, "Getting the Breeders, Pixies & Beastie Boys to license their music for your political ad is a Gen X bunker buster."
Let The Backlash Begin
However, many on social media took issue with the Biden campaign ad featuring the Blind Pig, and suggested that President Trump shouldn't be blamed for the music venue's recent woes. A common theme shared across Twitter was that while the President has called for the country to reopen, it has been Michigan's Governor Gretchen Whitmer who sought to keep bars and restaurants shuttered.
That fact all but sabotaged the message!
@russhamerboy and @sirhottest called out Governor Whitmer directly, with @usshamerboy tweeting, "The Blind Pig is in Ann Arbor MI. Isn't Gretchen Whitmer the Governor there? Could she have some responsibility for this venue struggling?"
Not all of the comments were exactly civil, but many were straight to the point. Twitter user @nashvegas tweeted "Hey owner of 'The Blind Pig' in that Biden commercial. You are an idiot. Your bar and restaurant is empty bc you live in a Dem controlled city demanding lockdowns & not letting people in your bar. What an idiot. You deserve to go bankrupt w such a stupid political ad."
Another user, @BrianADiGiovine added, "This commercial about the Blind pig not having any business and it being the result of Trumps economy is another lie!!!! It's your governor who shut your economy down! Not Trump BS commercial!!!"
The aptly named user @commonSense013 questioned the ad as well, tweeting "I saw a Biden commercial in which the owner of The Blind Pig bar/music venue (@BlindPigAA) blames @realDonaldTrump for his business woes from the virus. I hope things recover for him. We need places like this. However, it's sad that folks don't understand the state shut 'em down."
@ToeKnee_C also shared a similar retort, "The Blind Pig commercial is trying to blame the lockdowns on Trump? Hate to break it to you Trump has nothing to do with your bar being empty, let me guess you live in a Democrat run city. This ad is dishonest gaslighting, wouldn't expect anything less from you @JoeBiden."
Some users questioned whether Biden would be the best option to save the Blind Pig. @GeneralFirebat tweeted, "Someone explain the 'Blind Pig' @JoeBiden ad. What is Joe's plan? Open everything up and get the economy going? Hmmm...sounds vaguely familiar. Idiot."
Beyond Michigan
Perhaps the ad failed on a couple of levels as a few who saw it didn't understand that it was a bar in Michigan, while the ad appeared during a football game played between teams in Ohio and Pennsylvania.
@MarkTepperSWP was among those who failed to note that fact and called out Ohio's governor for restrictions, "Wow, Blind Pig (Cleveland bar) blaming their lack of business on Trump. Not on @GovMikeDeWine, who shut them down then allowed limited capacity with a 10pm curfew. Oh...and the @Browns look awful."
Yet another Twitter user addressed the ad from another direction, with @HTownForan tweeting, "I wonder how the moron in this blind pig commercial is going to explain what's going on in Europe."
