Original Song “American Girl”:
Performed by Laura Bell Bundy (feat Shea Carter)
Written by Laura Bell Bundy, Shea Carter, and Jeremy Adelman
Overview:
Released the week before the 2024 U.S. presidential election, American Girl is a powerful, music-driven political ad produced by The Seneca Project, a women-led Super PAC co-founded by Tara Setmayer and Michelle Kinney. The ad features the original song American Girl, written by Broadway actress Laura Bell Bundy, Shea Carter, and Jeremy Adelman, and performed by Laura Bell Bundy and Shea Carter.
With creative direction and concept development by Michelle Kinney, American Girl delivers a bold, emotionally charged narrative spotlighting the struggles, resilience, and achievements of American women throughout history, calling them to action during arguably the most consequential election in modern U.S. history.
Concept and Creative Direction:
As Chief Creative Officer, Michelle Kinney envisioned American Girl as a rallying cry; a modern anthem for women’s rights, equality, and democracy. Built around the song’s empowering lyrics, the ad weaves together historical imagery and cultural milestones, featuring trailblazing women like Rosa Parks, Geraldine Ferraro, Connie Chung, Ruth Bader Ginsburg, Kamala Harris, Shirley Chisholm, the 6888th Central Postal Directory Battalion, and countless other activists and leaders who have fought for equality. The ad’s message builds to a crescendo, calling women to vote, win, and FIGHT for their hard-earned rights amid intensifying political threats.
Production Details:
American Girl was produced by the New York Betty team led by Anna Scheumann, using a mix of historical footage and news coverage. The edit’s dynamic rhythm follows the song’s powerful beats, creating a visceral, urgent tone. The ad was designed without a traditional voiceover, allowing the song’s lyrics and visuals to speak for themselves.
Cultural Impact:
Within days of its release, American Girl went viral across social media. In 48 hours, American Girl reached over 2 million views across platforms, resonating with A-list celebrities like Julia Roberts, Viola Davis, Ellen DeGeneres, Taraji P. Henson, Amy Schumer, and so many more. In addition, well-known activists, influencers, and millions of everyday voters shared American Girl with their audiences and friends. The excitement and impact continued to grow, pushing The Bulwark to hail American Girl as “the ad of the cycle,” recognizing its ability to cut through a crowded media landscape with a message that was both deeply personal and politically resonant.
Why This Work Deserves a Webby:
American Girl transcended traditional political advertising, becoming a cultural moment in its own right. Its unique blend of original music, historical storytelling, and emotional urgency captured the spirit of the election, particularly resonating with center-right women in America’s heartland, a demographic that has been pivotal in recent elections, inspiring them to take action. It demonstrates how creative political storytelling can drive engagement, shift narratives, and leave a lasting impact—proving that music, history, and advocacy are a powerful, necessary combination in the fight for democracy.
About The Seneca Project:
The Seneca Project was founded by Tara Setmayer and Michelle Kinney with a mission to galvanize women —across the political spectrum— to protect democracy, defend human rights, and push back against extremism. American Girl embodies the heart of The Seneca Project’s work by using cultural storytelling to inspire civic action. It became a defining piece of creative advocacy in the final stretch of the 2024 election, setting the tone for the organization’s broader strategy.
Michelle Kinney: Co-Producer, Creative Direction, and Concept Development, Co-Founder and Chief Creative Officer, The Seneca Project
Tara Setmayer: Co-Producer, Co-Founder and CEO, The Seneca Project
Anna Scheumann: Executive Creative Producer New York Betty
Aidan Kane: Post Director, Senior Editor
Chris Meidel: Senior Editor
Josh Copp: Sound Mix
Gavin Rosenberg: Colorist
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