Her conservative video campaign is a lame appeal to the populist right.
With European parliamentary elections just around the corner, Ursula von der Leyen, the president of the European Commission, is pulling out all the stops in a desperate attempt to shore up support. Her campaign strategy has taken an unexpected turn, with a series of videos aimed at capturing the populist right’s attention. Marketed by her team as “personal” and “dynamic,” the videos have instead faced widespread ridicule for their tone and content.
One particular video stands out, where von der Leyen is seen wandering through a lush German forest, speaking about finding “strength and energy.” The imagery in the video, paired with her words, has drawn comparisons to more unsettling scenes, notably the “Tomorrow Belongs to Me” segment from the musical Cabaret. In that infamous scene, a blonde boy in a Hitler Youth uniform sings about German nature, evoking a sense of idealized nationalism. Von der Leyen’s video, though far more innocuous in content, has similarly been criticized for its evocation of themes associated with German nationalism and populism, albeit without the same sinister undertones.
The clip is not alone in its failure to resonate with viewers. Critics have pointed out that the entire campaign feels like a clumsy attempt to connect with populist sentiments, tapping into conservative imagery and appeals to strength and vitality. Von der Leyen’s attempt to position herself as a champion of these values has raised questions about her political strategy and whether it truly aligns with the needs and desires of European citizens.
The videos’ lack of authenticity and the awkwardness of their messaging seem to signal a deeper issue with von der Leyen’s leadership style: a disconnect with both the political center and the populist right she hopes to woo. This misstep could prove costly as the European Commission president faces an increasingly fragmented political landscape in Europe. Her campaign, relying on conservative imagery and vague slogans, has failed to provide a compelling vision for the future, which is exactly what many voters are looking for amid growing discontent with the political establishment.
As the elections draw nearer, von der Leyen’s presidency faces a difficult battle to stay relevant. The populist right is rising across Europe, and her attempts to align with their rhetoric may backfire. If she cannot appeal to a broader range of voters beyond conservative nationalists, she may struggle to maintain her position as the head of the European Commission.
