Donald Trump is back. This past Tuesday, Trump took center stage in the Mar-a-Lago ballroom to announce his much-anticipated 2024 campaign. Quite different from when he rode down the famous golden escalator at Trump Tower some seven years ago, Trump is now a former United States President with a clearly defined base, although he despises the title of being a politician. Some of his most loyal supporters were gathered in the ballroom to welcome Donald and Melania Trump as Lee Greenwood’s “God Bless the USA” played over the speakers. For followers of the former president, this represents the familiar. However, the subsequent announcement speech was far from Trump’s normal.

Trump began the speech by describing his movement as “our” movement and proclaiming that “America’s comeback starts right now.” In a speech that went on for about an hour, he emphasized his countless achievements as president, touting America’s economic recovery from COVID near the end of his term, lower gas prices, strength in foreign policy, border security, low inflation, energy independence, tax cuts, and much more. He claimed that he kept his promises and defied his critics and that, under his administration, America was a “glorious nation.” In a somber tone, Trump then described America as being in “a state of decline” under the Biden administration with his signature accomplishments being dismantled. He described Biden as being incompetent and the current administration as simply a “pause” in his administration.

This timing of Trump’s announcement was controversial. It came less than a week after the midterm elections in which Republicans barely took hold of the House and failed to take back the Senate. Much of the blame has been placed on Trump and his endorsements in key races by media figures, key GOP donors, and a number of party leaders. Trump acknowledged the disappointment of the midterms and said that much of the blame on the party is “correct.” However, he offered his interpretation of events, adding that “the citizens of our country have not yet realized the full extent and gravity of the pain our nation is going through.” Trump said that by 2024, people will see much more clearly what is happening. He focused on demographic gains amongst Hispanic Americans and how his campaign, which he was careful to describe as “our campaign,” is the one working-class Americans need. 

As an aside, Trump said that he would be keeping things “very elegant,” adding that he would not be using the term “fake news media.” Indeed, the speech depicted a restrained Trump, a man who seemed willing to stick to touting his accomplishments and policy rather than resorting to his more polarizing comments such as those involving the 2020 election. Indeed, Trump managed to depict a stark contrast between his administration and the Biden administration, describing his campaign as being one of “individual rights” and “common sense.” The Trump who spoke last Tuesday night seems more like a man who is willing to make sacrifices if that is what it takes to win.

In the context of the 2024 primaries, this is one of the earliest presidential campaign announcements in recent history. No doubt Trump intended to clear some of the field with this early announcement. While unlikely to do so, such an early announcement gives Trump time to rebrand himself for the 2024 contest, moving on from 2020 and the outcome of the less-than-ideal midterms. Trump did not mention Florida Governor Ron DeSantis or Virginia Governor Youngkin in his speech but touched on key issues that are likely to define them as candidates. Parental rights and schools were in focus. Trump claimed that when he is in the White House, schools “will cease pushing Critical Race Theory…radical civics, and gender insanity.” These were issues prominent in Youngkin’s 2021 gubernatorial campaign. Importantly, he added that he “will defend the family as the center of American life,” “defend parental rights,” and “not let men participate in women’s sports.” These stances have been key in DeSantis’s platform. Additionally, Trump’s foreign policy accomplishments are unique advantages he has over Governors DeSantis and Youngkin.

Indeed, the speech was not one that viewers expected. People expected a high-energy Trump with fiery remarks and a heavily energized crowd. Others expected a somewhat shorter announcement speech like in 2015. However, many conservative pundits compared his speech to his State of the Union addresses and acknowledged, given the timing of the announcement, the more buttoned-up nature of the speech was important. The media was predictably incensed by the announcement; however, this is nothing new as outlets like the New York Times, the Washington Post, and NPR have always been critical of the former president. Aware of this, Trump framed his campaign as the American people versus “entrenched interest groups.” Indeed, media outlets like NPR give credence to Trump’s statements by starting coverage the event started with sentences like the following: “Donald Trump, who tried to overthrow the results of the 2020 presidential election and inspired a deadly riot at the Capitol in a desperate attempt to keep himself in power, announced he is running again for president in 2024.”

The road ahead is not necessarily smooth for Donald Trump. Several recent polls have put Ron DeSantis out ahead of Trump in key 2024 primary races. Several megadonors and prominent figures within the GOP have said they will not back Trump this time around. However, like in many Trump controversies, he has proven repeatedly capable of weathering storms and rebounding. Indeed, it remains to be seen if his brand can survive the recent blow of the midterms, a crucial first step to securing the nomination.