UAW President Shawn Fain speaks to several thousand attendees at a presidential campaign rally for Kamala Harris and Tim Walz at Detroit Metropolitan Wayne County Airport in Romulus, Michigan on August 7, 2024.

 (Photo by Adam J. Dewey/Anadolu via Getty Images)

'Holy Sh*t This Ad Is Powerful': UAW Says It Knows How to Defeat Trump and the Billionaire Class

"This is brilliant," said author Naomi Klein in response to new United Auto Workers ad. "It's also the message we need to be sending non-stop."

"There is only one answer to the threat we face as a nation. The answer is solidarity."

That is the core message directed at the American working class from the United Auto Workers (UAW) in a new ad that frames the nation's current political battle as one between organized workers and the billionaire and corporate classes.

"We stand at a historic crossroads in this country right now," says UAW president Shawn Fain to begin the 2-minute video. "And it's clear Donald Trump represents the billionaire class—that's his base."

"We let working-class people lead the fight."

Calling Trump 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 argues that "what we win or lose now" will ultimately impact "whether we go forwards or backwards for a generation—everything is at stake."

"In the wealthiest country in the world, working class people shouldn't have to scrap to get by, paycheck to paycheck," Fain says before championing the UAW's historic strike last year in which the union's members stood up to the Big Three automakers—and won historic contracts.

"We united the entire working class," he added, "that's the winning formula."

"The dream of a man like Donald Trump is that the vast majority of working class people will remain divide," says Fain. "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 framing accumulated praise Friday and into the weekend from progressives who share the idea that working-class solidarity remains the key to defeating the fascist threat posed by Trump and that also must serve as the foundation for enacting the vision of more equal, just, peaceful, and sustainable society.

"This is brilliant. It's also true," said author and social justice activist Naomi Klein in response to the ad. "It's also the message we need to be sending non-stop."

Andy O'Brien, a columnist for The Bollard magazine, reacted with: "Holy shit this ad is powerful."

Fain's speech that acts as the narrative of the new video was delivered last month when the UAW leader spoke at the national convention of the American Postal Workers Union (APWU) in Detroit.

"In the wealthiest country in the world, working class people shouldn't have to scrap to get by, paycheck to paycheck."

The UAW has endorsed the Democratic presidential ticket of Kamala Harris and Tim Walz. Meeting with the candidates earlier this week at a local union hall in Wayne, Michigan, Fain said, "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?"

"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," said Fain. "On the other side, we've got a badass woman who has stood on the picket line with working-class people. Kamala Harris is a champion of the working class."

Though not featured in the new ad, Fain also told the APWU members in July that the key to the UAW's victory against the Big Three was that "we let working-class people lead the fight" against management.

"We gave our members the information, we gave them the tools, and we gave them the courage to stand up for themselves," he said. Like the broader concept of working-class solidarity, he said, that's the "winning formula" for workers and their families to take control of their economic and political destinies.

"If you follow those core principles," he told the postal service workers, "you will not lose. And I guarantee you, the UAW will have your back every step of the way."

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