On Sunday afternoon, Hillary Clinton finally revealed what we had known all along: She’s running for president. Her slick announcement video, preceded by an email from John Podesta, her campaign manager, intends to deemphasize the feeling of inevitability that has colored speculation about her presidential aspirations, highlighting a humility that many felt were absent from her 2008 campaign.
The ad, entitled “Getting Started,” is the best preview thus far of how the Clinton campaign is rebranding the former first lady, senator, and secretary of state — no small task considering she’s been present in the public eye since 1992. The first takeaway: It’s not all about Hillary. Ninety-one seconds go by before Clinton even appears. Her name is never spoken. The ad, instead, showcases ordinary Americans trying to lead fruitful lives. There’s a single mother relocating to send her daughter to a better school, a Spanish speaking Hispanic duo opening up a new restaurant, an elderly woman planning to retire, a gay couple planning to marry and a couple expecting a baby. Clinton, trying to shake the notion that she is in this for herself, says in the ad, “It’s your time.”
Hillary believes it’s hers too, but the announcement clearly indicates she’s conscious of the mistakes she made in 2008, probably due to the fact that the people who orchestrated her downfall, Obama’s team, are now working for her. Her senior pollster and strategist, Joel Benenson, worked for Obama in 2008, as did her other major pollsters, John Anzalone and David Binder. Other Obama alums working for Clinton include her chief media adviser, her director of state campaigns, her deputy communications director and her senior digital advisor. Thus far, Hillary’s new campaign has taken cues from both Obama’s successful campaign and her failed one. It’s this willingness to learn from the past and project a vision for the future that makes Hillary the right choice for Democrats in 2016.
Aside from the optics of her humble, low-key campaign, there are a few indications of the messages she’ll be promoting. Hillary has begun to paint herself as the “champion” of “everyday Americans,” those seeking to advance in the world but who have been held back, partially due to the “deck” being stacked against them and “in favor of those at the top.” It’s a populist sentiment that’s a far cry from the Clinton’s triangulation of the 90s. Perhaps this move, particularly a focus on income inequality and other progressive economic issues, will please the Elizabeth Warren wing of the party.
Another theme of the video, although not explicit, was diversity. Out of 38 people, 20 were women and 13 of them were people of color. Furthermore, two same-sex couples were featured in the ad. Promoting diversity is essential to the Clinton campaign’s strategy of appealing to the coalition Obama assembled, specifically women and racial and ethnic minorities. The inclusion of the same-sex couples may also go a long way to reiterate her support for LGBTQ rights, a position she failed to articulate well during a contentious interview on NPR last year.
Another key to Hillary’s novel strategy is avoiding the comfort and arrogance of inevitability. Unlike Rand Paul, Ted Cruz and Marco Rubio, who planned grandiose announcements before cheering crowds, Hillary’s announcement came in the form of an email and a short video. And after the announcement, she embarked on a road trip to Iowa and New Hampshire, and her only public appearance that day was outside what seems to be a strip mall with a family of four using only her Twitter account to document the outing.
Moreover, Clinton seems to be more tactically savvy in her grassroots approach. In 2008, Clinton openly criticized the Iowa caucuses, claiming that they were not indicative of public opinion and dominated by a few party activists. As a result, she lost to Obama, losing valuable early momentum and shaking her campaign team beyond repair. This time, she plans to hide her obvious disdain for the caucus process and have numerous “one-on-ones” with caucus voters. Ironically, it seems as if schmoozing with the same activists Clinton felt wielded too much influence eight years ago will probably be less important now, given that she has no serious opposition.
Still, despite weeks of bad press covering everything from her tumultuous time at the White House to her recent email scandal, the announcement, at least with the mainstream media, has been relatively well-received, as has her low-key campaign roll out. Based on this video, it’s easy to forget that Hillary has already shored up endorsements from Democratic heavyweights Governor Andrew Cuomo, Senators Barbara Boxer, Claire McCaskill, Kirsten Gillibrand, President of Planned Parenthood Cecile Richards and former Secretary of State Madeleine Albright — not to mention a smattering of senators and Congressional representatives. Of course, on the right, they’ve been acutely aware of Clinton’s strength. Candidates Ted Cruz, Scott Walker, and Rand Paul had attacks waiting to be released, both focusing on her “Washington knows best” mentality and her dishonesty. Every other major Republican candidate followed suit by tweeting their disapproval.
Nevertheless, Hillary’s announcement looks like the beginning of a new Clinton era. Of course, her announcement leaves much to be desired: She presented no major plan, no policy proposals, no clear signs of what she plans to do should she be President. That said, Hillary for America’s launch seems to have successfully started the process of rebranding the former secretary, reintroducing her to America as a happy warrior, working for the middle class, not for herself, with a populist and inclusive message meant to win over both independents and progressives.