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Agencies

How Zohran Mamdani's Viral Campaign Is Rewriting the Rules of Political Advertising

The creative duo behind agency Melted Solids explain why storytellingâ€”not slogansâ€”is reshaping advocacy.

Melted Solids Debbie Saslaw and Anthony DiMieri, along with ADWEEKs Alison Weissbrot — Melted Solids' Debbie Saslaw and Anthony DiMieri at ADWEEK House.Ivan Piedra Photography

Municipal elections are not usually the fun ones, but Zohran Mamdani’s team has livened up this year’s New York City mayoral race.

Melted Solids is the creative and production shop behind the breakout social videos propelling Mamdani to the lead ahead of November’s election. During ADWEEK House at Advertising Week, our executive editor Alison Weissbrot sat down with agency co-founders Debbie Saslaw and Anthony DiMieri, veterans of both advertising and activism.

Saslaw and DiMieri revealed how theyâ€™ve built a new hybrid advertising model that borrows the emotional precision of brand marketing and applies it to local politics.

From Madison Avenue to Mutual Aid

Both founders came from traditional adland pedigreeâ€”Showtime, HBO, JWT, and Digitasâ€”before leaving the industry disillusioned by its waste and hierarchy.

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Mark Stenberg

Mark Stenberg is Adweek's senior media reporter.

@markstenberg3| [email protected]

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