Following its viral 'Don't Vote' campaign to reach young viewers four years ago, ad agency Nail Communications has launched its 2024 social media effort, "Yes We Cancel."

The main idea, according to the Providence, RI-based agency, is to persuade disengaged young voters to turn out rather than tune out -- because the “a**holes” turn out to vote in big numbers, the campaign reminds viewers. By voting yourself, you cancel out one “a**hole’s” vote. 

The campaign also encourages you to cancel out the a-hole of your choice on Instagram. Maybe it’s your “racist uncle” or your “know-it-all" co-worker. To do so, grab a picture of the a-hole, stick a “quiet” emoji on the face of the image and use the hashtag #yeswecancel and tag @yeswecancel. 

According to a YouTube video explaining the campaign, it's not the Republicans or the Democrats who are the problem, it is the above referenced group, described as haters who write cruel and untrue messages online and who are portrayed in the video as Confederate flag carriers, destroyers of art they don’t appreciate and those who descended on the U.S. Capitol on January 6, 2021, among others.  

“So, if we want our politics to be a little less a**holy, for every a**hole who votes we need one non-a**hole to cancel their vote.” 

“Can we do it?” the narrator asks at the end of the spot, then responding to her own question, “Yes, we cancel.” 

“Few would dispute that politics has gotten uglier over the last few years,” says Nail creative partner Alec Beckett. “While true believers on the left and the right may be energized by the fight, a huge number of people are turned off by the vitriol and nastiness.” 

“We all know one of those ugly people,” adds Beckett. “So how about instead of your vote changing your world, your vote just really annoys that one person?”