Conservative group debuts major ad buy in key senators’ states as ‘soft appeal’ for Hegseth, Gabbard, Patel

A top conservative grassroots group is launching a six-figure ad campaign to support the swift confirmation of President-elect Trump’s Cabinet nominees.

The $150,000 static digital ad campaign will target nine states with a “soft appeal” to voters who might, in turn, contact their senators and express how Trump “has a mandate from the American people,” Heritage Action for America Vice President Ryan Walker said Thursday.

Walker said the $150,000 is the first tranche of $1 million the group has allocated through Inauguration Day to push for Americans to ask their senators to support the nominees.

The first ad of the campaign sought to bolster Defense Secretary-nominee Pete Hegseth, and the overall initial ad buy will last through Dec. 31.

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Several of President-elect Trump’s Cabinet picks for his second term. (Getty Images)

Other ads have or will highlight former Rep. Tulsi Gabbard, D-Hawaii, Kash Patel and former Florida Attorney General Pamela Bondi – all of whom are Trump Cabinet nominees.

This initial buy, Walker said, focuses on Alaska, Maine, Louisiana, Iowa, North Carolina, Kentucky, Indiana, Utah, South Dakota and Washington, D.C.

While most similar advertising campaigns may seek to appeal to voters in “swing states” or in a particular region of the country, the states included here have a unique link, Walker said.

Some of the states included in the first ad buy are home to senators who either appear on the fence or have not stated a solid commitment for or against nominees like Hegseth, Gabbard and Patel.

Alaska and Maine are represented by two high-profile moderate Republicans – Sens. Lisa Murkowski and Susan Collins, respectively. 

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Kash Patel and President-elect Trump (Getty Images)

Both women voted to impeach Trump, but both also were supportive of some of the president-elect’s policies as well. 

“[Trump has] really about 18 months to get a substantial amount of his agenda through before the midterms. And time is of the essence in getting these folks, these Cabinet nominees, in a timely manner,” Walker said.

“Uniting the Republican conference around them is what we’re trying to accomplish here.”

Walker said Heritage Action is focusing on public commentary from senators in the target states, and also is very much in tune with which nominees are in the news or spending time on Capitol Hill on certain days.

Last week and this week, Hegseth made the rounds seeking support for his confirmation, so the campaign began with the former Fox News host, Walker suggested.

Next week, Health and Human Services Secretary-nominee Robert F. Kennedy Jr. is expected to visit Washington for the same purpose, and the advertising campaign is ready to pivot to focus on the Democratic Party scion if necessary.

“We want to remain flexible in this campaign to be able to highlight in different states… or different nominees, depending on what the conversation is in the Senate,” Walker said, adding a direct-text-message campaign will also follow this initial advertising endeavor.

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Trump and RFK Jr. (Getty)

“Then we’re likely to do a television ad,” he said, adding he hopes to air it on national media on Inauguration Day.

Heritage Action also employs grassroots activists nationwide to forward conservative principles at the state-government level.