Over the weekend, Democratic presidential hopeful and former Vice President Joe Biden took what can only be described as a “one-size-fits-all approach” by targeting NFL fans with an ad that first appeared. times in a game between the Cleveland Browns and the Pittsburgh Steelers. The ad featured Joe Malcoun, co-owner of The Blind Pig, a live music nightclub in Ann Arbor, Michigan, which has struggled to stay open due to the Covid-19 pandemic.

The bar, open for 50 years and which has hosted such notable artists as Sound Garden and Nirvana in recent years, does not draw crowds. It’s now essentially an empty room, which Malcoun bluntly attributes to President Donald Trump.

Everywhere I go, people have a story about the Blind Pig, ”Malcoun explained in the spot. “The Blind Pig has been one of those clubs that attracts artists of all genres. For 50 years, the Blind Pig has been open and crowded, but right now it’s an empty room. This is the reality of Trump’s Covid response. We don’t know how long we can survive without any income. Many of the restaurants and bars that have been mainstays for years will not survive this. This is Donald Trump’s economy: there is no plan and you don’t know how to move forward. It makes me so angry. My only hope for my family and for this business and my community is that Joe Biden wins this election. “

What’s especially noteworthy about Biden’s TV spot is that this is the first time that pioneering hip hop group, the Beastie Boys, has allowed their music to be licensed for an advertisement. Their song “Sabotage”, which opens at the end of the commercial, was enough for many social media users to take note and praise the ad.

MSNBC’s Chris Hayes (@chrislhayes) noted that the ad – while appearing on a football game – was likely aimed at Gen Xers as well as Millennial voters. He tweeted: “This ad is real micro-targeting to a certain sub-segment of a specific generation. But damn effective!”

The sentiments were shared by actor / comedian Patton Oswalt (@pattonoswalt), who suggested, “Getting the Breeders, Pixies and Beastie Boys to allow their music for your political ad is a Gen X bunker breaker. . “

Let the backlash begin

However, numerous social media took issue with the Biden campaign ad featuring the blind pig and suggested that President Trump should not be blamed for the recent concert hall woes. A common theme shared on Twitter was that although the president called for the country to reopen, it was Michigan Governor Gretchen Whitmer who sought to keep bars and restaurants closed.

This does anything but sabotaged the message!

@russhamerboy and @sirhottest called Governor Whitmer directly, with @usshamerboy tweeting: “The Blind Pig is in Ann Arbor MI. Isn’t Governor Gretchen Whitmer here? Could she have some responsibility in this place in difficulty?”

Not all of the comments were exactly civil, but many got right to the point. Twitter user @nashvegas tweeted “Hey owner of ‘The Blind Pig’ in that Biden ad. You are an idiot. Your bar and restaurant are empty because you live in a town controlled by Dem requiring closures and not letting people in your bar What a fool You deserve to go bankrupt with such stupid political advertising.

Another user, @BrianADiGiovine, added: “This blind pig advertisement having no business and being the result of the Trump economy is another lie !!!! It’s your governor who shut down your economy! Not the Trump BS ad !!! “

The aptly named user @ commonSense013 also questioned the ad, tweeting “I saw a Biden ad in which the owner of The Blind Pig bar / concert hall (@BlindPigAA) blames @realDonaldTrump for his due business problems. virus. I hope things turn around for him. We need places like this. However, it is sad that people do not understand that the state is shutting them down. “

@ToeKnee_C also shared a similar line: “The Blind Pig commercial is trying to blame Trump for the blockages? I hate to tell you that Trump has nothing to do with your bar being empty, let me guess you live in a city run by Democrats. This ad is dishonest gaslighting, I would expect nothing less from you @JoeBiden. “

Some users have questioned whether Biden would be the best option to save the blind pig. @GeneralFirebat tweeted: “Someone explains the ‘Blind Pig’ ad @JoeBiden. What’s Joe’s plan? Open everything up and get the economy going? Hmmm … sounds vaguely familiar. Silly.”

Beyond Michigan

Perhaps the ad failed on several levels as a few of those who saw it did not understand that it was a Michigan bar, while the ad popped up during a game. of football between teams from Ohio and Pennsylvania.

@MarkTepperSWP was among those who failed to note this fact and called on the Governor of Ohio for restrictions, “Wow, Blind Pig (Cleveland bar) blaming their lack of business on Trump. Not on @GovMikeDeWine , who closed them and then allowed limited capacity with a 10 p.m. curfew. Oh … and @Browns look awful. “

Yet another Twitter user addressed the announcement from another direction, with @HTownForan tweeting, “I wonder how the jerk in this blind pig ad is going to explain what’s going on in Europe.”