It is rare that mayoral campaigns receive national attention, but Spencer Pratt’s bid for mayor of Los Angeles has. Since his initial campaign announcement in January, Pratt has been gaining momentum and is now polling in second place behind incumbent L.A. Mayor Karen Bass. His campaign has primarily focused on restoring the city to its former glory, particularly in the wake of the damage from the horrific Palisades fires of 2025. Two weeks ago, he uploaded his now-viral campaign ad, featuring the hit song “Not Like Us,” as he showed off the untouched properties of Mayor Bass and city councilmember Nithya Raman. The video then showcases the charred ruins where Pratt’s home previously stood, along with the trailer he now resides in.
Whatever the fate of Pratt’s campaign, he has hit on a messaging strategy that right-wing candidates would do well to emulate going forward if they want to be successful in the digital age. Conservatives have had trouble breaking out of their image as out-of-touch intellectuals. Pratt’s message has more emotional impact. And his language is assertive. In the past, Republican leaders like George W. Bush, Mitt Romney, and Mike Pence had a cultural reputation for being passive. Pratt’s ad makes him look like something out of the John Wick action series.