La Libertad Avanza’s electoral campaign is running behind schedule. The complex national context and President Javier Milei’s excessive protagonism have forced the Casa Rosada to divert human resources towards more urgent priorities.
As a sui generis party with no strong local leaders, the ruling party opted to “nationalise” its communication strategy — a move that could backfire if economic instability worsens and political missteps multiply.
Despite a tight schedule – especially in Buenos Aires City, where legislative elections take place May 18 – La Libertad Avanza’s campaign is struggling to get off the ground. Next Sunday, Santa Fe Province holds elections for members of its constitutional convention, with some municipalities also going to the polls. Milei’s libertarians could finish third, though many observe that the ruling party’s “brand” remains strong.
Last week has been one of the worst for Milei and the Casa Rosada on record. A bungled speech regarding the Malvinas (Falkland) Islands was followed by a desperate and ultimately fruitless attempt to secure a photo opportunity with former US President Donald Trump. There was no announcement of progress on any preferential trade agreement between Argentina and the United States.
To make matters worse, the Senate rejected the government’s nominations for the Supreme Court in dramatic fashion: Manuel García-Mansilla and Ariel Lijo not only failed to secure the required two-thirds majority but received more votes against than in favour. Argentina’s country risk rating rose again and currency tensions remain far from resolved.
Even within Government House, it is acknowledged that Milei’s image has taken a significant hit in recent weeks, though the President insists he maintains political capital that “is there to be used.”
Nevertheless, as campaigning got underway this weekend , many national figures from Milei’s Cabinet took to the streets. Prominent officials were seen on the campaign trail across the capital: among them were Security Minister Patricia Bullrich, Deregulation & State Transformation Federico Sturzenegger and Lower House Speaker Martín Menem.
Libertarian figures toured Communes 2, 13, and 14. It marked the first step in a campaign that – if results fall short of expectations – could carry negative repercussions for La Libertad Avanza.
The official campaign chief is Pilar Ramírez, Karina Milei’s lieutenant in the Buenos Aires City Legislature. She has been tasked with confronting City Mayor Jorge Macri, the cousin of PRO chair, former president Mauricio Macri.
Ramírez is in charge of territorial coordination, though the campaign's two main strategists will be Milei’s top advisor Santiago Caputo and the lead candidate topping the ruling party’s list, Presidential Spokesperson Manuel Adorni.
Their teams will jointly manage the communications strategy, which will initially focus on bringing the “chainsaw” to the City. In Santa Fe, the government did not make a significant push for its candidates. There are some doubts within the campaign team. The idea of a “chainsaw tour” lingers — though details remain scarce.
LLA’s difficulties are reflected in Caputo’s dual role — managing political themes and serving as chief strategist — which has overwhelmed the offices on the first floor. So far, only one campaign spot has been released for Adorni; it was generated using artificial intelligence and even contained spelling mistakes.
Caputo is being assisted by Tomás Vidal, a partner at Move Group, the consultancy firm he founded with Rodrigo Lugones and Guillermo Garat.
Beyond the City, the political groundwork in other provinces remains unclear and undefined. The elimination of the PASO primaries buys the ruling coalition time to refine its strategy.
Provincial campaign efforts are even less developed. Without strong candidates, they are racing against the clock, relying solely on the nationwide libertarian “brand.”
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