Agency Huge Is Urging Folks to Take a ‘Sick of it Day’ to Vote Early This Election

The campaign includes out-of-home ads in major cities across the United States

Images of the #SickOfIt ad campaign
The ads highlight common frustrations with the current state of U.S. politics, and urge folks to vote early to end it. Huge
Headshot of Kathryn Lundstrom

With Election Day less than three weeks away, early voting is currently underway in about 20 U.S. states. In one of many campaigns urging voters to set aside time to get to the polls during the early voting window—which generally means shorter lines and less congestion at polling locations—Brooklyn-based IPG agency Huge rolled out a nationwide ad campaign today that encourages folks to take a “sick of it day” to cast their ballot.

The ads, created in partnership with the Vote Early Movement, invoke several common complaints of the current political climate in the U.S., posing questions such as, “Sick of putting politics over policy?” “Sick of the debate around whose lives matter most?” or “Sick of leading the world in Covid deaths?” The posters then advise readers to “take a #SickOfItDay and vote early.”

“Our mission at Huge has always been to ‘make something people love,'” global chief creative officer Jason Musante said. “We see the election as an opportunity to do our part to help make a world we all can love, too.”

The ads will be featured in six different print publication and across social and digital with OOH placements in major U.S. cities.

The ads will appear across social and digital and in six different print placements across the country. The campaign has also invested in out-of-home ads in major U.S. cities including Atlanta, Chicago, D.C., Detroit, Los Angeles, New York City, Oakland and San Francisco.

“Making a sick-proof plan to vote early is the best way to ensure that last minute problems won’t get in the way of casting your ballot, shorten lines on Election Day, and most importantly, make your voice heard ahead of Nov. 3rd,” Joey Wozniak, the Vote Early Movement’s project director, said.

Huge’s campaign is part of larger trend of brands and agencies weighing in on Election Day, with messages aim to increase voter turnout or highlight certain political issues at play this season. It’s a marked change from 2016, when brands largely attempted to avoid weighing on politics.

“The country is more divided than ever and people on both sides are very unhappy with the current situation,” Huge global executive officer Fede Garcia said. “Voting is the only way to make sure that our voices are heard.”


@klundster kathryn.lundstrom@adweek.com Kathryn Lundstrom is Adweek's breaking news reporter based in Austin.
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