Vance Tests 2028 Message in Midterm Rallies

Vice President JD Vance spent last week campaigning across the Midwest and South to test his message for a potential 2028 presidential run.

The core of his pitch combines a nostalgic view of small-town America with a sharp critique of Washington elites. In Howell, Michigan, Vance recalled how local businesses used to sponsor his childhood football teams. He noted that many of those companies no longer exist, blaming politicians in distant capitals for the economic decline.

He framed this loss as a betrayal of working-class communities, telling crowds that ordinary people paid the consequences for decisions made by those who did not care about their states. This narrative mirrors a populist storyline that has resonated with Republican voters for years.

Vance also leans into cultural themes, describing a past era of racial harmony on football fields. He argued that children from working-class Black and white families played together without worrying about privilege or skin color. This message aligns with traditional conservative values while offering a more polished delivery than his predecessor.

The vice president is currently working to promote Republican candidates while serving under an unpopular president. This creates a specific challenge when economic pain is tied to current administration policies. For example, Vance has downplayed the impact of the Iran War on gas prices. In Montana, he compared current fuel costs to spikes seen in 2022, 2001, 2007, and 1979, attributing the rises to geopolitical instability rather than domestic policy.

He has similarly addressed the high cost of beef by pointing to consolidation among meatpackers. This approach allows him to acknowledge consumer pain while sidestepping the fact that presidential policies have angered some beef producers. His speeches often include casual language and direct insults, such as his remark to a Texas crowd that Democratic candidate James Talarico did not have much to grapple with regarding his masculinity.

Vance also uses his role as head of the administration's anti-fraud task force to connect with voters. In Cincinnati, he shared his personal history of working as a grocery store cashier and receiving federal food benefits. He argues that this biography gives him a distinct advantage over other candidates who lack personal stories of military service or economic hardship.