Democratic Michigan Senate candidate Abdul El-Sayed is making a pitch to MAGA voters in the closing stretch of one of the country's most competitive Senate races by using conservative personalities' own words to make his case.
A new ad from El-Sayed, titled "Red Hat," opens with the progressive Democrat telling voters that they "agree on a lot" before cutting to clips of conservative figures praising him or criticizing his Republican opponent, former Representative Mike Rogers.
The ad is set to run exclusively on Fox News and Newsmax as part of a six-figure advertising buy through Election Day, according to El-Sayed's campaign. The choice of networks puts the message directly before a conservative audience as El-Sayed makes a play for some of the voters who backed President Donald Trump in 2024.
The strategy comes during a high-profile weekend in Michigan. Former President Barack Obama is due to campaign with El-Sayed in Detroit on Saturday, the first day of statewide early in-person voting, while Trump is scheduled to hold a rally in Port Huron on Sunday in support of Rogers.
Newsweek reached out to Mike Rogers’ campaign and the White House for comment on El-Sayed’s ad.
What Abdul El-Sayed Says in 'Red Hat' Ad
"My name is Abdul El-Sayed. You might have heard a bit about me," El-Sayed says at the beginning of the spot. "The DC elites spent millions trying to blame me for things other people said. But we agree on a lot."
He then rattles off positions designed to appeal to voters outside the traditional Democratic coalition.
"Washington is a corrupt swamp. The big corporations and elites run the show there, and it raises our costs. Release the Epstein files, and yeah, free speech is under attack, and we should Make America Healthy Again," El-Sayed says. "Stop wasting our tax dollars on overseas wars and end bad trade deals."
He then turns to the conservative voices featured in the ad: "Don't wanna take my word for it? How about some folks you know a little bit better?"
The montage includes Fox News host Jesse Watters saying, "You gotta respect Abdul, because he beat the machine," while political commentator Saagar Enjeti says of El-Sayed's campaign: "It's America First."
Lara Trump, the president's daughter-in-law, is shown calling El-Sayed "a good-looking guy" and "a great speaker."
One of the ad's most striking moments comes from former Fox News host Tucker Carlson, a once longtime supporter of Trump who has shifted into an increasingly vocal critic, who said: "I wouldn't vote for Mike Rogers at gunpoint."
Other snippets feature conservative commentator Lidia Curanaj calling El-Sayed "very charismatic" and Republican Representative Nancy Mace noting that Democrats spent heavily trying to defeat him.
The ad ends with El-Sayed saying: "I approve this message, because for me, it's Michigan First, and we can agree on that."
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Why El-Sayed Is Targeting Trump Voters
The campaign says the six-figure buy will run exclusively on Fox News and Newsmax through Election Day on November 3, putting an appeal built around conservative rhetoric and personalities before the audiences most likely to recognize them.
Campaign spokesperson Cole Wozniak said in a statement that El-Sayed was "not taking a single voter for granted" and argued that the advertising blitz was part of an attempt "to win on November 3rd."
"He's gone on Fox News, he's rolled out comprehensive policy agendas with plans to deliver for MAHA voters and rural Michiganders," Wozniak said.
El-Sayed's attempt to find common ground with Trump voters has been a recurring theme during the campaign. The tactic creates an unusual dynamic in a race in which El-Sayed has simultaneously attacked MAGA politics.
During Wednesday's final Senate debate, El-Sayed accused Rogers of being dependent on Trump while arguing that Republican policies have increased costs.
"You are also embarrassed of the fact that you cannot win this race without Trump coming here and stumping for you," El-Sayed told Rogers.
At another point, El-Sayed jokingly urged viewers to play "MAGA bingo" when Republicans use political buzzwords.
"The thing about MAGA is whenever they're talking, they are trying to distract you," he said. "They're going to use buzzwords, and I hope y'all can play bingo at home."
Meanwhile, in the closing weeks of his campaign, Rogers has supported the Trump administration while arguing he is willing to push back when its policies hurt Michigan.
Obama Rallies With El-Sayed Before Trump's Michigan Visit
The crossover pitch lands as both parties bring two of their biggest political figures into Michigan on consecutive days.
Obama is set to campaign with El-Sayed and Michigan Secretary of State Jocelyn Benson, the Democratic nominee for governor, in Detroit on Saturday. The rally is scheduled for 5 p.m. to 7:30 p.m.
It comes as Michigan begins early in-person voting and represents a closing-stretch show of Democratic unity following a bruising Senate primary.
El-Sayed has previously criticized Obama's record. Days after Obama's 2012 reelection, he wrote in The Huffington Post that the result was "the rock we chose over the hard place," criticizing the administration on issues including war, civil liberties and deportations.
Asked about those comments on NBC News' Meet the Press earlier this month, El-Sayed said: "I was younger, right, and I was angry about circumstances."
He added: "President Obama was handed a really difficult set of circumstances, and he did his best."
Trump is scheduled to campaign in Michigan on Sunday at McMorran Place in Port Huron, where he is due to speak at around 3 p.m. Rogers has Trump's endorsement.
Why the Michigan Senate Race Matters
The Michigan Senate race remains highly competitive, with the Cook Political Report rating the contest a Toss Up.
The seat is open because Democratic Senator Gary Peters is retiring. Republicans have not won a U.S. Senate election in Michigan since 1994, but Rogers came within fewer than 20,000 votes of Democrat Elissa Slotkin in the state's other Senate race in 2024.
Trump also carried Michigan in 2024 after the state backed former President Joe Biden in 2020, underscoring its history of swinging between the parties in presidential elections.
Republicans currently control the Senate 53-47. Democrats need a net gain of four seats to take control, making defending Michigan an important part of any path to a majority.
Newsweek’s reporters and editors used Martyn, our AI assistant, to produce this story. Learn more about Martyn here. Contact Newsweek editors on this story: Anthony Murray and Steve Mollman.