← the whole motif index

🧩 BND Motif Index · M1948

The ad that won it

A single campaign ad is passed hand to hand, hailed as one of the best ever made, and credited with winning the race on its own.

πŸ•΅οΈ TheoriesπŸ—‚οΈ HorseraceπŸ—‚οΈ ElectionsπŸ—‚οΈ Best and worst ever

⚠️ A story people tell, not a claim that it's true.

A motif is the shape of a story as its tellers tell it, named the way a folklorist names a tale type, so the same story told about other people, by the other side or in another year lands in the same place. Some of the claims below are true, many are false. Arguing against a story is often a story of its own, its answer (Voter fraud is answered by Voter suppression, Lawfare by No one is above the law), and we file it there; where no answer has a motif yet, the arguments against a story sit with its tellings.

πŸ“° In the news

the stories its claims were told about, the most told first (matched by our tools, so a link can be wrong)

πŸ—£οΈ In so many words

the words that carry it

πŸ’¬ the tellers' own words: β€œgoes into the pantheon of the most effective political commercials of all time.” β€œHis pick another protein ad was maybe the best political ad I’ve ever seen. I sent that to everybody.” β€œThat "pick another protein? I'd rather pick another Senator" ad did it.”

🧢 Its claims

what people have said in this shape, summed up in our words: their claims, not ours, and not checked unless a fact-checker is named; newest first in each; a claim's dots are the shows it came up on, in their lean's color (point at them for their names)

Retold online 1

claims many people posted in their own words

  • 2026-11-12 β€œScott Colom's 'pick another protein' ad is one of the best political commercials of all time.” β€” told by people online

M1948 Β· first seen 2026-11-12 Β· what this is Β· how the index works