Bulwark Takes: "Holy Smokes! THIS Is How You Do an Ad"

Podcast: Bulwark Takes
Hosts: Tim Miller & Co-host/Analyst
Date: September 3, 2025

Episode Overview

This episode spotlights a standout campaign ad from Paige Cognetti, the mayor of Scranton, PA, currently running for Congress. Tim Miller and a co-host break down why this ad exemplifies effective Democratic messaging in a crucial battleground district, highlighting the strategic elements that set it apart for the 2026 midterms. The hosts emphasize how Cognetti’s blend of populist appeal, anti-corruption stance (targeting both parties), and authentic personality addresses longstanding Democratic weaknesses with working-class voters.

Key Discussion Points & Insights

1. Why the Ad Stands Out (01:00–01:51)

• Ad-Season Context: With the midterms approaching, attention is on persuasive political ads.
• Cognetti’s Unique Positioning: Running as Scranton’s mayor against Republican Rob Bresnahan in a highly contested House race.
• Host’s Hype:

  “I think this is a good model for Democrats for a variety of reasons and so want to highlight it. You want to encourage good behavior.” – Co-host (01:10)

2. Populist Framing & Simple Messaging (01:51–03:20)

• Opening Tactic: Cognetti’s ad opens with humor and a populist message, immediately defining Bresnahan as an out-of-touch “rich kid” who betrayed local workers.
• Avoiding Academic Jargon: The hosts contrast Cognetti's style to recent ads that use complex terms like "oligarchy."

  “This is just a straight populist appeal. This dude is a rich kid… People get it. Nobody likes the Nepo baby taking over a business.” – Tim Miller (02:48)

3. Stock Trades as a Tangible Attack (03:24–04:44)

• Connecting Policy to Pocketbook: The ad details Bresnahan’s stock trades, tying them directly to votes against Medicaid and local interests.
• Making Corruption Relatable:

  “She ties in actual things that people care about that affect them, to the stock trade hit. Right? So he’s voting to cut Medicaid. Meanwhile, he’s still selling a stock for Medicaid providers. Beautifully done.” – Co-host (04:21)

4. Tone & Humor (03:53, 05:01)

• Memorable Visuals: The “secret helicopter” micro-scandal is delivered with a toy helicopter, injecting lightness that makes the attack stick.
• Out-of-Touch Opponent:

  “This dude is out there talking about how he’s worried about going broke when he’s running for Congress from fucking northeast Pennsylvania. And this isn’t a Connecticut district.” – Tim Miller (05:13)

5. Defining the Opponent, Then Herself (05:28–06:51)

• Full Frontal Assault: Cognetti spends the opening defining her opponent before pivoting to her reformer credentials.
• Anti-Corruption Across the Aisle: She highlights fighting corrupt Democrats, running as an independent, and cleaning up city government.
• Why This Works:

  “She’s doing everything right. She’s running against corrupt Democrats. Right. So using the phrase corrupt Democrats is really important here.” – Tim Miller (06:14)
  “This is not a partisan attack… I’m going after corrupt people of any party.” – Tim Miller (06:45)

6. The Model Democratic Candidate (07:06–08:35)

• Outsider Narrative: Cognetti’s bio and outsider stance fit what the hosts see as the necessary Democratic playbook.
• How to Move Forward:

  “The best thing that I can come up with is that the Democrats turn to somebody who has a credible brand as an outsider reformer who can come in and shake things up.” – Tim Miller (07:25)
  “That’s the whole rationale for running… I’m going to go after corruption no matter where it is.” – Co-host (07:57)

7. Policy Details & Personality (08:35–10:02)

• Giving Campaigns a Pulse: The ad touts cost-cutting, corruption busting, utility buyouts, and even building local parks, mixing substantive reform with relatable community improvements.
• Why Details Matter:

  “People care about costs, people care about reforms… then she just tosses in there: built cool parks.” – Tim Miller (08:48)
  “That creates a bond between you and the candidate that is different from… they’re gonna cut Medicaid. We get that. But give me a little personality.” – Tim Miller (09:34)

8. Connecting with Working People (10:33–12:13)

• Authenticity and Broad Appeal: Cognetti crafts a message about respect for hard work and local pride, explicitly connecting with non-college-educated and working-class voters where Democrats have struggled.
• Critical Analysis:

  “You have to combine the policy you’re putting forth with a vibe and an energy that says I’m putting you first.” – Tim Miller (11:26)
  “She is doing this not in a way that just appeals to one narrow slice… it is broadly appealing.” – Tim Miller (12:07)

9. Unique Bio, Replicable Blueprint (12:13–12:56)

• The “Cognetti Model”: While her background is rare, the core lesson is clear: Dems need more outsider, anti-corruption reformers who can credibly claim to be independent of party machines.
• Final Praise:

  “…what she’s doing right there is something that’s going to start to slowly move the Democrats back in the right direction and shout out to Paige and to the folks that are working on this campaign.” – Tim Miller (12:54)

Notable Quotes & Memorable Moments

• On Political Ad Messaging:

  “Nobody likes the Nepo baby taking over a business. For the millennials among us, this is a Tommy boy situation.” – Tim Miller (02:56)

• On Corruption:

  “I’m going after corrupt people of any party. And not only that, I did it. I ran as an independent against the Democratic establishment in Scranton. And you can’t draw up a bio better than this.” – Tim Miller (06:51)

• On Campaigning with Personality:

  “Like building cool parks. Do we want to build a whole ad campaign around that? Of course not… but give me a little personality.” – Tim Miller (09:34)

• On the Importance of ‘Trying’:

  “Trying is important in politics. Showing up is important.” – Co-host (11:07)

Important Segment Timestamps

• 01:00 – Introduction of Paige Cognetti's ad
• 01:51 – Populist, relatable opening attack
• 03:24 – Stock trading and personal enrichment as campaign issues
• 05:01 – Out-of-touch opponent lampooned
• 05:49 – Cognetti’s personal story and anti-machine credentials
• 08:35 – Governing accomplishments and “personality” elements
• 10:33 – Ad’s core theme: Respect for hard work and local values
• 12:45 – Can this model be replicated nationally?

Conclusion

This episode offers a lively, insightful take on why Paige Cognetti’s congressional ad succeeds where so many Democratic efforts have faltered. By combining sharp attacks, authentic personal narrative, a demonstrable reform record, and an everywoman appeal, the ad gives Democrats a viable, repeatable strategy to reconnect with working-class voters. The Bulwark team doesn’t just dissect messaging—they model the energetic, plainspoken tone they praise.