Spencer Pratt isn't running on MAGA. He's running on frustration. | Opinion

Spencer Pratt isn't running for mayor of Los Angeles like a politician; he's running as an American fed up with watching his city decline.

Focused and unbothered, the former reality TV star is gaining traction among everyday Angelenos the Democratic Party has spent years ignoring or taking for granted. Several AI-generated ads tied to Pratt's campaign capture why. One opens with three dads gathered around a neighborhood barbecue, the Hollywood sign looming in the background.

"I'm not MAGA or anything, but the city's kinda gone to s*** though, right?" Neighbor No. 1 says.

"Oh yeah," Neighbor No. 2 replies. "Jessica stepped on a needle at the playground the other day. I'm not MAGA or anything, though."

Neighbor No. 3 jumps in: "I'm not MAGA or anything, but have you been downtown lately? It looks like an episode of 'The Walking Dead.'" Then he quickly adds, "Not that I'm MAGA or anything, though."

"Spencer Pratt seems like he has some good ideas," Neighbor No. 1 suggests. "Not that I'm MAGA or anything."

The men agree they’re voting for Pratt, though they half-jokingly suggest keeping it from their wives. But the joke may be on Democrats: When the LA yoga moms and wives who typically vote blue realize they’re leaning the same way, as another similar ad suggests, there’s a sense of relief. They finally have permission to admit their frustrations out loud.

The jokes work, the anxiety feels real and the message is clear.

Spencer Pratt is tapping into a very specific California voter

The videos are obviously AI-generated, but the message is likely to resonate with many Angelenos who feel politically homeless. They've been governed by Democrats for so long that even openly discussing crime, homelessness or drug use on the streets can feel socially taboo, or worse, "MAGA."

That’s why the ads work. They point to the irony that wanting cleaner parks, safer neighborhoods and functional public spaces shouldn’t be considered a radical political position. Pratt’s appeal isn’t really about ideology; it’s about frustration with a city many residents believe has stopped working.

President Donald Trump has thrown his support behind Pratt, while Los Angeles Mayor Karen Bass and City Councilmember Nithya Raman have tried to use that against him. In an interview with Deadline, Bass referred to Pratt as a "MAGA Mayor" and insisted Angelenos don't want that.

But Bass and Raman may be missing the point. For many voters, Pratt’s appeal seems less ideological than practical. He’s speaking to residents who feel their quality of life has deteriorated and that city leaders either don’t understand their concerns or dismiss them outright.

In a May 21 interview with CNN, Pratt explained when and why he began aligning more with Republicans. He said that during his reality TV years, he received death threats and turned to law enforcement for help. Officers encouraged him to get a gun, but he then needed a concealed carry weapon permit, or CCW.

"The only people that supported a CCW was the Republican," Pratt said. "That's what I aligned with. My safety. My personal safety. My family's safety."

In the same interview, Pratt said he looked to Jesus Christ as a role model and didn’t admire any "modern" politicians.

"No, I'm not a politician," Pratt explained. "I don't want to be a politician. I want to be a fighter for the people."

And his messaging appears to be resonating. According to a May Emerson College poll, Pratt has surged to 22% support, putting him in second place behind Bass. That's a 12-point jump since March and enough to overtake Raman.

The momentum has also attracted support from some Hollywood heavyweights, including Lucian Grainge, Dan Loeb, Haim Saban and twins Cameron and Tyler Winklevoss. Backing from influential Californians won’t guarantee victory, but it could provide Pratt with the financial resources and visibility to remain competitive.

Pratt is redefining local politics

In some ways, Pratt's mayoral campaign reflects a broader shift in local politics. Democrats have steered California so far left, amid high taxes, a worsening homeless crisis and visible drug use on city streets, that basic quality-of-life concerns no longer receive honest debate.

That’s helped create an opening for candidates like Pratt. The race now feels less like a traditional partisan fight and more like a choice between a candidate talking about everyday problems and opponents who dismiss those concerns as simply "MAGA" – even after the Pacific Palisades fires burned down Pratt’s home.

Pratt's gaining ground because he hasn't presented himself as a traditional establishment Republican eager to relitigate the culture wars. Instead, he's targeting a very specific voter: the frustrated suburban barbecue dad and the fed-up yoga mom who simply want cleaner parks, safer neighborhoods and a city that feels functional again.

Ten years ago, that message wouldn't have sounded revolutionary coming from either a Republican or a Democrat. But today, even basic quality-of-life concerns are often framed as "MAGA" or pro-Trump.

It's not hard to see how Pratt arrived at the mindset that if wanting a gun to keep his family safe makes him a Republican, so be it. And now, that frustration has evolved into a mayoral campaign.

Pratt wants the average LA barbecue dad and yoga mom to know they’re not alone in wanting the city they love to feel safe, clean and functional again. Those desires shouldn’t be controversial, but in today’s political climate, even basic quality-of-life concerns are often dismissed as reactionary or "MAGA."

Whether he ultimately wins or not, he’s tapping into a growing number of voters who feel alienated by the status quo and increasingly willing to say so out loud.

Nicole Russell is an opinion columnist with USA TODAY. She lives in Texas with her four kids. Sign up for her newsletter, The Right Track, and get it delivered to your inbox.