4/23/13 3:15 PM EDT
The Mark Zuckerberg-backed organization pressing for immigration reform will launch its first wave of television ads Tuesday, in a move aimed at shoring up support for a large-scale immigration deal on the right, strategists for the group told POLITICO.
FWD.us, the organization formed to push Silicon Valley’s priorities in Washington, will advocate for a new immigration law through a subsidiary group created specifically to court conservatives. Americans for a Conservative Direction will spend seven figures to run ads in more than half a dozen states, according to strategists who sketched out the organization’s plans.
The sales pitch leans heavily on clips of Florida Sen. Marco Rubio to make its case to skeptical Republican-leaning voters. The ad campaign is the first wave of advocacy advertising from FWD.us, and an early test of the group’s ability to move the political debate.
The conservative-oriented FWD.us affiliate running the ads has assembled its own blue-chip board of advisers, including former Mississippi Gov. Haley Barbour; Sally Bradshaw, the former chief of staff to Jeb Bush; Dan Senor and Joel Kaplan, the former George W. Bush advisers; and Rob Jesmer, the former executive director of the National Republican Senatorial Committee who serves as the campaign manager for FWD.us.
Brian Walsh, the former NRSC communications director, is working closely with the group on communications and strategy.
In a statement, Jesmer said the TV offensive was aimed at giving air support to Republicans in Washington who have gone out on a limb to forge an immigration deal.
“Conservative leaders in Congress have put forward a bold plan with the toughest enforcement measures to secure our broken borders and hold those who have broken our laws accountable. Americans for a Conservative Direction is committed to supporting this effort as Congress gets to work on the real solutions that will fix our broken immigration system, secure our borders and help grow our economy,” the GOP strategist said.
FWD.us, a registered not-for-profit, will also have an arm focused on reaching out to progressive and independent voters, dubbed the Council for American Job Growth. Both affiliate groups are incorporated as LLCs.
And while both entities will be funded through the FWD.us umbrella organization, strategists said they will have independent boards to shape their political activity.
In six states – Texas, Florida, Utah, North Carolina, Iowa and Kentucky – the Americans for a Conservative Direction commercials will feature clips of Rubio extolling the virtues of a tough-but-fair immigration compromise. Voters in a seventh state, South Carolina, will see 60-second ads praising the conservative credentials of Sen. Lindsey Graham, a top Republican advocate for immigration reform.