Ryan Sayles, a 27-year-old content creator from Mississippi, is credited with producing a viral political advertisement that contributed to Democrat Scott Colom’s victory in the U.S. Senate race against incumbent Republican Sen. Cindy Hyde-Smith. The 30-second spot, titled "pick another protein," captured blunt reactions from Mississippi voters to Hyde-Smith’s suggestion that consumers facing high beef prices should simply choose alternative proteins. According to Sayles, the ad’s engagement metrics surpassed those of a campaign video featuring an endorsement from former President Barack Obama, which had been released the previous day.
Colom’s win marked a significant shift in Mississippi’s political landscape, making him the first Black senator from the state since Reconstruction. The campaign’s digital strategy, particularly this specific ad, has drawn attention from political operatives nationwide as a potential blueprint for Democratic outreach in conservative-leaning regions ahead of the 2028 presidential election.
What the Left Is Saying
Progressive commentators and Democratic strategists view the ad’s success as validation of grassroots, authentic storytelling over polished, top-down messaging. Scott Colom publicly praised Sayles on X, describing him as the "breakout-star of this cycle" and stating that Sayles did "GAME CHANGING work with SO little." This perspective emphasizes the power of local voices and the effectiveness of bypassing traditional gatekeepers to connect with voters who feel unheard.
Sayles noted in an interview with Politico that the ad resonated because it centered on the voters themselves rather than the candidate, who appears for only about five seconds. He argued that the ad’s success stems from its authenticity, reflecting the natural language and frustrations of Mississippians. "I think the best thing about the ad was it was centering people, centering voters... I think it was just a lesson that people matter way more than politics," Sayles said. He also suggested that the lack of prior political experience among the creative team allowed them to avoid the cautious norms often found in Democratic campaigns, noting, "We didn't run that ad by anybody... we just put it out."
What the Right Is Saying
Conservative analysts and supporters of Sen. Hyde-Smith have focused on the economic context of the ad, arguing that the "pick another protein" comment was a practical response to inflationary pressures on specific goods like beef, rather than a dismissal of financial hardship. From this perspective, the viral nature of the clip is seen as a result of editing and selective framing that exaggerated the tone of the original statement. Some on the right view the ad’s success as a symptom of a broader political climate where complex economic issues are reduced to soundbites that prioritize emotional reaction over policy nuance.
While specific quotes from Republican leaders on the ad’s production are limited in the source material, the conservative viewpoint generally holds that the ad capitalized on frustration with rising costs of living, which was a national issue at the time. The reaction from the right highlights a disagreement over whether the ad accurately represented Hyde-Smith’s intent or if it was a strategic misstep that was amplified by digital media dynamics. The focus remains on the substance of the economic argument—that consumers have choices—versus the perceived tone-deafness of the suggestion.
What the Numbers Show
The ad’s performance metrics indicate a significant shift in digital engagement for the Colom campaign. Sayles stated that the "pick another protein" ad outperformed the campaign’s previous high-water mark, a video featuring an endorsement from former President Barack Obama. This comparison highlights the ad’s exceptional reach relative to traditional star-powered endorsements. The campaign’s ability to generate national attention from a localized, low-budget production underscores a trend in political advertising where organic social media shareability can outweigh paid media buys.
Sayles described the production process as low-budget and rapid, involving a five-hour editing session after filming. The campaign’s digital strategy relied heavily on freelance talent and local content creators rather than large national consulting firms. The success of the ad in a state that has voted Republican in every presidential election since 1980 (except for 1992 and 1996) demonstrates the potential for targeted digital messaging to influence outcomes in traditionally red districts. The ad’s viral status helped shift the narrative from a longshot campaign to a competitive race, drawing national media coverage to Mississippi’s Senate contest.
The Bottom Line
The success of the "pick another protein" ad signals a potential evolution in political communication strategies, particularly for Democrats seeking to compete in the South. The episode illustrates how digital-native creators with no prior political experience can disrupt traditional campaign models by prioritizing authenticity and local resonance. As the 2028 presidential cycle approaches, political parties may look to replicate this model of empowering local voices and reducing bureaucratic friction in content creation. However, the reliance on viral moments also raises questions about the durability of such strategies in sustained, statewide campaigns and the long-term implications for political discourse when complex issues are distilled into brief, emotionally charged clips.