Vice President Kamala Harris’s campaign has unveiled what is being hailed as the largest political ad in history, projected on the Sphere—a colossal new venue located just east of the Las Vegas Strip.
The campaign's 90-second animation will run through Election Day, featuring a dynamic mix of visual elements, including the campaign’s logo, a portrait of Harris, patriotic motifs like stars and stripes, and key messages such as “Vote for Freedom” and “When We Fight We Win.”
The Sphere, which opened in September 2023, boasts a staggering 580,000 square feet of advertising space, dwarfing traditional billboards. In comparison, the largest standard billboard measures only 672 square feet, making the Sphere an unparalleled canvas for political messaging.
The Harris campaign views this as a vital opportunity to capture the attention of Nevada voters—a crucial swing state in the upcoming election.
“Every election cycle, the final week is akin to a fireworks show, and we are going all out,” said a spokesperson from the Harris campaign. The unprecedented scale of this advertisement marks a significant moment in campaign history, especially given that it utilizes advanced motion graphics, a feature praised by design experts. Scott Starrett, design director of Tandem, noted that this could be “the most extensive use of motion graphics by a candidate in the history of the modern campaign.” He remarked, “It’s encouraging to see campaigns make a deeper commitment to communication design, visual or otherwise.”
The campaign’s branding has evolved significantly since its inception. Initially a simple logo inspired by President Joe Biden’s campaign, the Harris-Walz brand has transformed into a vibrant identity featuring creative merchandise and a diverse typography selection. This evolution is prominently displayed on the Sphere, reinforcing the campaign's visual identity with a compelling call to action—voting by November 5.
In the context of the current political climate, Starrett suggested that the Harris campaign’s strategy reflects an effort to engage voters seeking entertainment in their political discourse. “If we’re in a ‘vibes-based’ election,” he observed, “perhaps an elaborate effort on this scale could inspire some voters.” This sentiment highlights the campaign's recognition of the unique environment of Las Vegas, where bold and innovative advertising is essential to stand out amidst countless distractions.
The campaign has garnered significant financial support, surpassing the $1 billion mark earlier this month. Although the exact cost of the Sphere ad remains undisclosed, similar advertising campaigns on the Sphere can run upwards of $650,000 for a week-long engagement. This financial clout enables the Harris campaign to explore creative avenues to connect with voters in a state that remains a toss-up in the electoral race.
The Sphere advertisement commenced in anticipation of a rally scheduled for Thursday, featuring celebrity appearances from Jennifer Lopez and the band Maná. As the campaign enters its final stretch, officials expressed optimism that the Sphere activation will mobilize critical voters in Nevada, ultimately helping to secure the state for Vice President Harris.
Prior to the launch of this ambitious campaign, the Democratic National Committee also engaged in creative advertising efforts in Las Vegas, including skywriting “Vote Kamala” over the stadium during a Raiders-Steelers game. With such inventive tactics, the Harris campaign aims to set new precedents in political advertising, even in a city known for its dazzling lights and distractions.
