LA mayoral candidate Spencer Pratt pushes ‘Pratt summer’ campaign video
Spencer Pratt, a reality TV personality, has launched the slogan “Pratt summer” in a campaign video aimed at his bid for Los Angeles mayor. Using sarcasm and upbeat festival-style imagery, the ad portrays residents and supporters saying things like they’re “having a Pratt summer,” while clips show peopel in matching shirts and a performance-like scene where Pratt asks the crowd the same question.
The campaign also draws a parallel to pop culture’s “brat” branding from Charli XCX’s 2024 era, echoing the lime-green and black aesthetic used in that phenomenon-an online connection that previously extended to Kamala Harris’s campaign after Charli XCX posted “kamala IS brat.” Pratt’s video similarly adopts that look and music, including background elements reminiscent of Robyn’s “Dancing on my Own.”
beyond style, the ad makes light, exaggerated claims about public safety and quality-of-life improvements-touching on policing, reduced drug activity, and cleaner neighborhoods-then ends with the message that “LA is worth saving.” Pratt is running against Mayor Karen Bass and City Councilwoman Nithya Raman, with the primary election scheduled for June 2.
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.
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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.
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