The Greatest Ever Political Ad That Helped Scott Colom Win Mississippi

In the historic 2022 Mississippi Senate race, Democrat Scott Colom's "pick another protein" ad emerged as a masterful political masterpiece. This groundbreaking advertisement proved instrumental in Colom's stunning victory over Republican incumbent Cindy Hyde-Smith, marking a pivotal shift in a state long dominated by conservatives.

Colom's win not only swelled the Democratic Senate majority but also shattered centuries of white conservative power in Mississippi. The last time the state elected a new Democratic senator was an astonishing 75 years ago, in 1947. As the first Black U.S. senator from Mississippi since the Reconstruction era, Colom's triumph represented a historic milestone of progress and inclusion.

In a statement at his victory rally, Colom expressed his gratitude and humility, crediting the ad as the catalyst for his triumph. "All I did was have the courage to imagine a night like this," he remarked. "I had the courage to believe in Mississippi. I had the courage to understand that we can show the country that Mississippi matters."

Democratic Party leaders lauded Colom's victory, with Senator Chuck Schumer hailing him as someone who "ran the campaign of a lifetime and re-imagined what's possible for Democrats in the South." Schumer emphasized that few had predicted the race would even be competitive, with polls and forecasters favoring Hyde-Smith. The nonpartisan Cook Political Report had rated the race as "solid Republican" for much of the cycle before adjusting to "likely Republican" in late October.

What set Colom's campaign apart was the power and resonance of his "pick another protein" ad. This 28-second spot, released mid-October, directly addressed the affordability crisis facing Mississippians. It cleverly played on Hyde-Smith's earlier comments dismissing high beef prices by saying Mississippians have "so many proteins to choose from."

The ad featured incredulous Mississippians rejecting the idea of picking "another protein" and opting instead for "another senator." The iconic line, "Pick another protein? S***, I'd rather pick another senator instead," struck a chord with viewers across the nation. Ryan Sayles, the ad's director and editor, brought Mississippi culture to the spot, bringing attention to that memorable line.

The ad's success was attributed to its focus on the voters and the issues that mattered most to them. Colom himself emphasized the power of centering the voters and letting them express their feelings. By making the ad about Mississippi rather than Colom, it resonated deeply with voters and proved to be a game-changer.

The final stretch of the campaign saw Senate Majority PAC, a super PAC supporting Democratic candidates, launching a $1.2 million ad campaign in Mississippi. Former President Barack Obama endorsed Colom in a campaign ad, followed by a rally with Vice President Kamala Harris. President Donald Trump even made a late-October stop in Mississippi to rally for Hyde-Smith.

This historic victory has sparked discussions about the impact of political ads on close races. While it is challenging to quantify the exact influence of any single ad, experts agree that anything that shifts voter sentiment, even slightly, can prove crucial in a tight contest. Colom's "pick another protein" ad has left an indelible mark on political history, earning comparisons to the greatest political ads of all time.