Her conservative video campaign is a lame appeal to the populist right.
As the European parliamentary elections draw near, Ursula von der Leyen, the president of the European Commission, is making a last-ditch effort to counter the rising populist right. Her campaign has launched a series of videos intended to appeal to conservative voters, but the approach has drawn significant criticism. Von der Leyen’s team describes the campaign as “personal” and “dynamic,” but the reception has been far from positive, with many finding the videos awkward and unconvincing.
One particularly controversial clip features von der Leyen walking through a lush forest, proclaiming, “This is where I find my strength and energy.” The imagery has sparked comparisons to the infamous “Tomorrow Belongs to Me” scene from the musical Cabaret, in which a blonde youth sings about German nature while embodying the nationalist ideals of the Hitler Youth. Critics have pointed out the striking similarities between von der Leyen’s video and this historical reference, even if her messaging is much more benign. The video has been read as an attempt to evoke vitality, strength, and a return to traditional, almost romanticized notions of German identity, which some see as playing to a populist narrative.
While von der Leyen’s intent may have been to present herself as a strong and dynamic leader, the video seems to have missed the mark. Rather than being seen as empowering, the visual choices and tone have led to accusations of invoking unsettling nationalist imagery. This has raised questions about her ability to connect with the electorate and navigate the rising populist tide in Europe.
Von der Leyen’s campaign appears to be a desperate attempt to appeal to the far right without offering any clear vision for the future. Critics argue that her use of conservative imagery in these videos is not only ineffective but potentially damaging, as it fails to address the broader concerns of European citizens. As the political landscape shifts and populism continues to rise, von der Leyen faces an uphill battle to maintain relevance and power within the European Union.