--- title: "Viral Ad Makes Waves in Mississippi Politics" url: https://newscentral.site/viral-ad-makes-waves-in-mississippi-politics/ language: en publisher: "News Central Site" section: "Politics" published: 2026-11-12T22:34:55.000Z updated: 2026-11-13T07:42:10.119Z id: 932fe14f-dfe8-4ea0-bcd4-7be548375168 source: "Politico https://www.politico.com/news/2026/11/12/ryan-sayles-scott-colom-viral-protein-ad-01163508" attribution: "Link to https://newscentral.site/viral-ad-makes-waves-in-mississippi-politics/ and name News Central Site when you quote or summarize this story." --- # Viral Ad Makes Waves in Mississippi Politics A 27-year-old Mississippi native has created an ad that's making waves in the world of politics. Ryan Sayles, a content creator from the state, is behind the viral "pick another protein spot against GOP Sen. Cindy Hyde-Smith. The ad features reactions from ordinary Mississippi voters who are stunned by Hyde-Smith's suggestion to choose alternative proteins due to rising beef prices. Their blunt responses have been widely shared on social media, with one voter quipping She done lost her damn mind." The ad has become a major talking point in both Mississippi and Washington D.C. Sayles was at his nephew's football game when he first saw the ad's performance metrics. He realized something special was happening when the numbers showed it outperforming even an endorsement video from Barack Obama, which had been posted just the day before. The 30-second spot quickly gained traction, propelling Democrat Scott Colom's long-shot campaign to unseat Hyde-Smith in a state that has traditionally voted Republican. The ad helped fuel Colom's historic Senate race victory and made him the first Black senator from Mississippi since Reconstruction. Colom's campaign has been hailed as an example of how Democrats can break through online ahead of the 2028 presidential election, where the party is reassessing its strategy to connect with voters. Sayles' involvement in the Colom campaign was a happy accident of sorts. He had been freelancing as a videographer and photographer when he was asked to cover an event for the candidate in October. The Colom campaign liked Sayles' work so much that they decided to keep him on board, eventually asking him to take on more responsibilities. As it turned out, Sayles' lack of prior experience proved to be a blessing in disguise. He approached creating the viral protein ad with a fresh perspective and a willingness to think outside the box. In an interview, Sayles explained how his limited background allowed him to bring a unique approach to the campaign's digital efforts. Colom himself was impressed enough by Sayles' work to sing his praises on social media. The candidate described Sayles as the breakout star of the cycle and predicted he would become a giant in the media consultant game. The protein ad's success was not an accident, but rather the result of careful planning and execution by a talented team. Scott and his brother Andrew worked closely with campaign manager Gerard to craft a script that would resonate with Mississippi voters, and they presented it to Sayles for review. Sayles took charge, directing the filming and ensuring that the final product felt authentic and true to the state's spirit, adding his own touches to make it more Mississippi than ever before. The ad was meticulously edited and polished, with attention paid to even the smallest details, such as the music and sound effects, all of which came together seamlessly in the end. Sayles was thrilled with how the ad turned out, but he had no idea just how much impact it would have on a national level. The ad's impact on a national level surprised even its creators, who had intended it to resonate primarily with Mississippians. However, its unapologetic tone struck a chord across the country. People from all walks of life identified with the ad's raw emotion and willingness to speak truth to power. Mississippians were particularly drawn to the ad because it reflected their own colloquialisms and mannerisms. The use of everyday language made the ad relatable and authentic, setting it apart from more polished political campaigns. This authenticity was a deliberate choice by the campaign team, who sought to connect with voters on a human level. The ad's central message, that people matter more than politics, resonated deeply with audiences nationwide. By putting ordinary people at the forefront of their campaign, the team sent a powerful signal: that the voices and stories of everyday citizens are just as important as the usual politicking. Some critics may have questioned whether the ad went too far in its unbridled honesty, but the team behind it remained steadfast in their approach. They had no qualms about bypassing traditional channels or seeking approval from party leaders, instead opting for a more unconventional and empowering route. The campaign's willingness to challenge conventional norms was a defining feature of their strategy, one that yielded surprising results on both local and national stages. By breaking free from the usual constraints of politics, they managed to tap into something deeper and more meaningful: the genuine emotions and concerns of voters themselves. The ad campaign that helped flip Mississippi's 2nd congressional district from red to blue has left a lasting impression on those involved. They are still talking about the protein ad, which featured a young woman sharing her struggles and hopes for a better future in the state. Her digital director, Lacy Nelson, played a crucial role in turning around the campaign's distribution strategy. She helped shift the focus from manual posting to more efficient methods of reaching voters, who were initially being overlooked by the candidate's own social media efforts. The messaging strategy employed by Democrats in Mississippi needs a distinct approach that resonates with local voters. A one-size-fits-all message from urban areas like New York may not be effective in rural Mississippi, where people have different concerns and priorities. Colom's victory has significant implications for the Democratic Party's prospects across the Southern states, which have long been considered a Republican stronghold. Historically, Democrats have viewed the region as untouchable, but Colom's win shows that with the right approach and investment, success is possible even in the most challenging areas. The relatively low resources invested in Mississippi made Colom's victory all the more remarkable. By focusing on grassroots efforts and engaging directly with voters, the campaign was able to tap into a previously untapped pool of support. This outcome suggests that other Southern states may also be receptive to Democratic messaging if properly targeted. Ultimately, Colom's win underscores the potential for Democrats to make inroads across the South by tailoring their message and investing in local efforts. --- Source: [Politico](https://www.politico.com/news/2026/11/12/ryan-sayles-scott-colom-viral-protein-ad-01163508) Published by News Central Site: https://newscentral.site/viral-ad-makes-waves-in-mississippi-politics/