There is even a kiss cam. Playlist, dancing, kisses, commemorative t-shirts... The PSOE turned into a spectacle. Pedro Sánchez dances to the rhythm of modern music - this Saturday The Old Jewish Quarter, by the Granada group La Plazuela -, goes to concerts by groups outside the mass commercial circuit and confesses that he practices meditation or that he has an "active" sexual life. It is the other policy. Pedro's other campaign. Which obeys a strategy defined and thought through joint work by La Moncloa and Ferraz to show the other side of the socialist candidate. That of the person and not the president of the Government. A plan to "humanize" Sánchez, so that there are voters who "connect" or "reconnect" with his figure, removing the image of a frivolous or unscrupulous political leader.
This tactic of taking off the suit to put on the jeans and dance involves combining the traditional campaign with another that involves more relaxed formats, which reach specific niches of voters, with the help of social networks. This need arises from the image built in the collective imagination during these years of mandate, especially with some delicate, controversial and notorious actions and decisions -including rectifications-. A worn, eroded image, the result of permanence in power, but also of contradictions and the increase in polarization under his mandate. The CIS for the month of October reported that 44.7% of Spaniards find Sánchez inspiring no confidence. And at 21.3%, little confidence. The cases of corruption, the episodes that have marked these - hitchhiking, prostitutes... -, as well as the investigations into his wife and brother have contributed to this wear and tear. Alberto Núñez Feijóo's data is even worse: 49% of citizens do not inspire any confidence.
The PSOE denounces a campaign by PP and Vox to "destroy" it
The portrait that PP and Vox make of him has contributed to the preconceived image of Sánchez. «They want to destroy it. "It is propaganda, a strategy invented by fascism," they defend. Their team knows the importance of achieving another projection, even more so when the vote approaches. «We must dismantle the character that has been built by the right. A dehumanized character, a dictator, a psychopath... When, in reality, he is obviously not, he is a normal person," say those who work with him on a daily basis.
Two pillars to support the campaign: the message and pedagogy of the Government's action, combined with that more personal and less known side. Faced with a perhaps colder and more distant portrait, factors such as Begoña Gómez come into action, who beyond the political background, seeks to draw that image of a husband, a man in love. Like the dance, that meeting at the house of the leader of Celtas Cortos, his badge on Perro Sanxe's lapel... We asked. What is Pedro Sánchez like? Those who spend hours with him respond: «He is a wonderful man. He is a family man, who has a sense of humor. It's true that it has that slightly cool Madrid vibe. And he likes to play sports, ride a bike. And this robotic portrait is the one they want to replace the one that the majority of citizens may have.
They are going to combine the usual actors with more casual formats
In La Moncloa and Ferraz they consider that they passed the La Revuelta test with flying colors. They cling to the audience: 7,129,000 unique viewers, an average of 4,387,000, a 33.9% screen share and a maximum of 40.4%. «It shows that people are plugged in. And that Pedro does not generate rejection in them; "That they like what he is saying and that they laugh with him and with Broncano," is the analysis in his team. After this space on La 1, more will come that are not usually lavished on. Television, radio, podcast... «The campaign allows you to have the possibility of showing your closest profile. And we have to promote it because we can afford it.
It is common, especially in the case of Sánchez, due to the idea installed in the collective imagination, that "humanization" or closeness is one of the purposes. But on this occasion even more so, because PP and Vox act as a hammer in the opposite direction, based on actions or decisions of the socialist leader. In recent years, a song that insults the President of the Government has been frequently heard. “They,” they say in their hard core in reference to the opposition, “to win they have to deceive the public. "So what they use is the destruction of the one in front."
Sánchez surfs the criticism with kisses and dances, as well as interviews outside his usual circuit, which is usually quite restricted, with very limited media. «We are going to have a good time and we are going to play modern music, have fun. There are more of us and if we all mobilize, we win.
