Normally, this place is reserved for the big names in the business world. At Times Square, the dazzling square in the middle of the US metropolis of New York, advertisements from companies such as Coca-Cola and Levi’s flicker across gigantic LED screens every day. On Wednesday evening (local time), however, an unusual image lit up Times Square for a few seconds: the FDP’s top candidate for the European elections, Marie-Agnes Strack-Zimmermann, and her 29-year-old party colleague from the Young Liberals, Phil Hackemann.

And just as the two politicians are probably little known to Americans, their message is unlikely to have been received well either. “Not just old men” was the slogan emblazoned in oversized letters on the 1,670 square meter screen – and in German.

The photo in Times Square was probably meant to be something of a small election campaign coup for the two FDP candidates. The Liberals have a lot of catching up to do in the upcoming European elections, they are stuck at four percent in the polls. Strack-Zimmermann and Hackemann were sure to attract a lot of attention with the action – hardly in New York, but mainly on social media. At least the costs were manageable.

From Strack-Zimmermann’s point of view, the action should illustrate the importance of transatlantic relations. “Europe must continue to work closely with the USA, also in order not to be left behind in international competition by autocratic systems such as China,” she said in a statement. “We therefore want to intensify our cooperation in NATO, in which European security policy will always be embedded.” But it must also be clear that Europe cannot always rely solely on the USA as it did in the past, said Strack-Zimmermann.

In addition to the mere symbol of transatlantic friendship, the two FDP politicians were also interested in potential voters. “With our action in Times Square, we wanted to reach the many Germans in the USA who can also vote there in the German embassy,” added Hackemann.

However, the 15-second campaign has been met with criticism on social media. “If my membership fees are being wasted so unnecessarily, I think I’ll give up on the membership,” wrote one user on the “X” platform.

Others described the campaign as “senseless vanity” or “purely for the ego”. And some doubt the usefulness of the campaign. “What is the point of an advertisement in New York for the EU election?” asked one user. Some have already announced that they will no longer vote for the FDP because of this election advertising.

In the past, German politicians have not only had positive experiences with their staging in the glittering Times Square. At the height of his career, the then Federal Minister of Economics Karl-Theodor zu Guttenberg (CSU), for example, posed for the cameras at night in the glaring light of the prestigious square. The photo stuck in people’s minds – and today it represents the rapid rise and fall of a political pop star.

Whether the flickering of their faces across the LED screen helped or harmed the two FDP candidates will only become clear at the ballot box. The European elections began in some countries this Thursday, and in Germany voters can cast their votes on Sunday.

In any case, the advertising was probably cheap. A 15-second spot on the 1670 square meter screen costs as little as 40 dollars – significantly cheaper than many would assume. The FDP confirmed the amount when asked by WELT. And FDP members don’t have to worry about wasting their membership fees either. Hackemann told WELT that he had paid for the ad from his private campaign budget.