Reality TV personality Spencer Pratt launched the slogan “Pratt summer” in his latest campaign video for his Los Angeles mayoral bid, using sarcasm to highlight key problems in the city.
“I feel safe walking her, she’s definitely having a Pratt summer,” one woman said in the video while walking her baby in a stroller.
The video then showed what appeared to be Pratt, a Republican, onstage at a festival, where he yells to the crowd, “Who’s having a Pratt summer?” followed by clips of people dancing in their “Pratt summer” shirts.
The campaign tactic seems to resemble musician Charli XCX’s 2024 album, brat, complete with the same lime-green and black text that became synonymous with the sensation.
In 2024, the brat phenomenon became connected with former Vice President Kamala Harris’s campaign after Charli XCX posted a type of endorsement of Harris online, saying “kamala IS brat.”
The Kamala HQ account on X swapped its header image for a photo with a lime-green banner reading “kamala hq” in the same font as the musician’s album.
Pratt’s campaign video depicted a bustling, lively, and clean Los Angeles. A police officer in the video said, “We’re even allowed to arrest criminals now, with handcuffs and everything.”
A little boy at a playground said, “I love going to the park now that it’s not an open drug market.”
A woman walking her dog in a neighborhood said, “I don’t have to wonder anymore whether I just stepped in human s*** or dog s***, so that’s nice.”
The video also featured a debate-style panel in which the main anchor asked, “Who here is willing to admit that common sense actually turned out to be good?”
Everyone at the panel raised their hand.
The video closed with, “LA is worth saving.”
The campaign ad also played similar background music to “Dancing on my Own” by Robyn, who made a special appearance onstage during Charli XCX’s 2024 tour in London.
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She performed the song “Dancing on my Own” after Charli XCX performed a rendition of “360,” which Robyn sang in. They have a recorded version of that song.
Pratt is running against Los Angeles Mayor Karen Bass and City Councilwoman Nithya Raman, both Democratic candidates. The primary race for the mayoral election will be held June 2.