Loeffler’s New Facebook Ad Darkened The Skin Of Black Opponent Raphael Warnock

Screengrab / The Hill / YouTube


Sen. Kelly Loeffler's campaign ran a new ad that depicted her opponent, a Black man, with artificially darkened skin.

According to Salon, Sen. Kelly Loeffler (R-GA) ran an ad on Facebook last week depicting her Black opponent, Rev. Raphael Warnock, with artificially darkened skin.

In fact, the campaign used two of the same clips in their original form for another Facebook ad that ran the same day, but spent 10 times as much money boosting the version in which Warnock appeared darker.

According to the Facebook Ad Library, on Dec. 29 the Loeffler campaign spent between $3,000 and $3,500 on an ad called "Too Radical. Too Corrupt," and dropped between $40,000 and $45,000 on a second, more aggressive counterpart titled "Beyond Radical Raphael," which uses some of the same footage, but with Warnock's skin noticeably darkened.

Salon provided screenshots showing Raphael in both of Loeffler’s ads, with the skin-darkening effect clearly noticeable in the second.

The second ad darkens Warnock's skin throughout, including in a video clip pulled from a sermon he gave in 2011 at Atlanta's historic Ebenezer Baptist Church, the former pulpit of the Rev. Martin Luther King Jr., where Warnock is now senior pastor.

Additionally, the second ad's title card is a version of an Associated Press photo from November that has been colorized, featuring Warnock with darker skin.

The two ads deploy similar copy, but the second spot — which as of Monday evening had racked up around 1 million impressions — is more aggressive. The first ad's caption claims that "Raphael Warnock is a Radical Liberal" who "was educated by Marxists." The caption for the darkened ad says that Warnock is "beyond Radical," and was "trained by Marxists." It ends: "Warnock isn't just radical — he's dangerous."

Salon reported that multiple officials with Loeffler’s campaign failed to return a request for comment.

Read the full report.


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