After a resounding victory on Super Tuesday and his subsequent State of the Union address, President Joe Biden’s campaign transitioned into its general election mode, focusing on key battleground states like Georgia and Michigan. However, it was a recent advertisement titled “For You” that tackled one of the 81-year-old Biden’s significant challenges: assuaging voter concerns about his age.

In the ad, Biden exuded a positive demeanor as he addressed the camera directly. Acknowledging his age, he emphasized his ability to effectively govern. “Look, I’m not a young guy. That’s no secret,” Biden remarked. “But here’s the deal. I understand how to get things done for the American people.” He highlighted his leadership during the COVID-19 pandemic and emphasized his role in passing significant infrastructure legislation, distinguishing himself from former President Donald Trump.

Biden’s approach mirrors that of former President Ronald Reagan during the 1984 election. Reagan, then 73 years old, faced similar concerns about his age as he sought reelection. Biden appears to draw inspiration from Reagan’s strategy in several ways:

Projecting Reaganesque Positivity

In September 1984, Reagan’s campaign aired the iconic “Morning in America” ad, celebrated as one of the most impactful television ads in political history. The ad painted a picture of an optimistic and prosperous America, showcasing scenes of citizens going about their daily lives, alongside imagery symbolizing national pride and progress. Narrated with optimism, the ad credited Reagan’s leadership for the nation’s achievements, fostering a sense of pride and confidence among voters.