The United Auto Workers (UAW) have released a powerful new ad that frames the current political battle as a struggle between the working class and the billionaire and corporate elite. UAW President Shawn Fain delivers a clear message in the video, emphasizing the need for working-class solidarity to counter the influence of figures like Donald Trump.
“We stand at a historic crossroads in this country right now,” Fain declares at the start of the two-minute video. “And it’s clear Donald Trump represents the billionaire class—that’s his base.”
In the ad, Fain doesn’t hold back in his criticism of Trump, calling him a “scab” who will “ruthlessly fight for a vision of America in which the wealthy rule everyone and everything, and the working class is left behind and forced to settle for the scraps.”
Fain’s message is that the stakes in the upcoming election are incredibly high, and the outcome will determine whether the country moves forward or backward for a generation. “What we win or lose now will ultimately impact whether we go forwards or backwards for a generation—everything is at stake.”
The UAW president also reflects on the union’s recent successes, particularly the historic strike last year where the UAW members stood up to the Big Three automakers and secured significant contracts. “We united the entire working class,” Fain says. “That’s the winning formula.”
Fain’s speech highlights the divisive tactics often employed by the wealthy elite. “The dream of a man like Donald Trump is that the vast majority of working-class people will remain divided. They divide us by race. They divide us by gender, by who we love, or where we were born. That’s the game of the wealthy—divide and conquer.”
The UAW’s message has resonated with many progressives who agree that working-class solidarity is the key to defeating Trump and the billionaire class. Author and social justice activist Naomi Klein responded to the ad by saying, “This is brilliant. It’s also true. It’s also the message we need to be sending non-stop.”
Andy O’Brien, a columnist for The Bollard magazine, expressed his admiration for the ad’s impact, saying, “Holy shit this ad is powerful.”
Fain’s speech, which serves as the narrative of the new video, was originally delivered at the national convention of the American Postal Workers Union (APWU) in Detroit. During his speech, Fain reinforced the importance of solidarity, saying, “In the wealthiest country in the world, working-class people shouldn’t have to scrap to get by, paycheck to paycheck.”
The UAW has thrown its support behind the Democratic presidential ticket of Kamala Harris and Tim Walz. During a meeting with the candidates at a local union hall in Wayne, Michigan, Fain stated, “To me, this election is real simple. It’s about one question, a question we’ve made famous in the labor movement: Which side are you on?”
Fain contrasted the two sides of the political battle, saying, “On one side, we’ve got a billionaire who serves himself and his billionaire buddies. He lies, cheats, and steals his way to the top. He is the lapdog of the billionaire class.” On the other side, Fain praised Harris as “a badass woman who has stood on the picket line with working-class people. Kamala Harris is a champion of the working class.”
The ad, with its focus on unity and the importance of working-class leadership, underscores the UAW’s broader strategy for political and economic change. “We let working-class people lead the fight,” Fain said. “We gave our members the information, we gave them the tools, and we gave them the courage to stand up for themselves. That’s the winning formula for workers and their families to take control of their economic and political destinies.”
As Fain told the postal service workers at the APWU convention, “If you follow those core principles, you will not lose. And I guarantee you, the UAW will have your back every step of the way.”
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