Musk's PAC goes big on trans attack ads

Elon Musk's super PAC has entered the midterm campaign fray with a heavy dose of anti-trans messaging.

Why it matters: America PAC isn't running a traditional persuasion campaign. It's undertaking a massive get-out-the-vote operation, with targeted ads designed to get GOP voters to the polls.

• The PAC is betting trans issues will do just that.

Driving the news: In a series of just-launched ads, America PAC goes after Democratic Senate candidates in four competitive races over transgender athletes, gender-transition care and other trans issues.

• The PAC's emphasis on trans issues is striking because that's been a much less prominent theme in GOP Senate ads so far this election cycle, per AdImpact, which tracks political advertising.

The ads, which are running online and on streaming platforms, attack Ohio's Sherrod Brown, Iowa's Josh Turek, Texas' James Talarico and Alaska's Mary Peltola.

• They're among the first batch of ads from America PAC, which Musk has reportedly authorized to spend upwards of $100 million in the midterms.

State of play: America PAC's focus on trans issues comes as Republicans face a brutal midterm environment. Voters across party lines are angry about the Iran war and stubbornly high prices that have come with it.

The intrigue: On its face, the strategy is at odds with what voters say they want candidates to talk about. Concerns about the economy dominate; trans and LGBT issues barely register.

• But Republicans remember how lethal the Trump campaign's "Kamala is for they/them" ads were to Kamala Harris' campaign in 2024. Musk, whose estranged daughter is transgender, has also become an outspoken critic of transgender policies.
• Now Musk's PAC is trying to use the issue as a turnout tool — in a much different political environment.