Meet the 27-year old behind the protein ad that helped flip Mississippi
One of this cycle’s biggest viral hits offers Democrats a potential blueprint as they think about competing in the South — and their digital strategy ahead of 2028.
Ryan Sayles, a 27-year-old content creator from Mississippi, played a pivotal role in crafting the viral political ad that helped propel Democrat Scott Colom to victory in the GOP-held Senate race. The ad, titled "Pick Another Protein," featured Mississippi voters expressing their frustration with Senator Cindy Hyde-Smith's suggestion that those struggling with rising beef prices should choose alternative protein options.
Sayles, who had no prior political experience, was initially brought on to photograph an event but ended up directing and editing the ad, which quickly outperformed even an endorsement video from Barack Obama. The ad resonated with people across the country due to its raw expression of frustration and its focus on the common voter, highlighting the importance of connecting with constituents over conventional political messaging.
Sayles believes Democrats should take note of this grassroots approach as they look to break through online ahead of the 2028 presidential race.
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