It’s well known that New Mexicans cherish their public lands. For this political advertising example, we worked with Conservation Voters New Mexico to produce this Jib Jab-style video for their independent expenditure ad to show that Rep. Steve Pearce wasn’t protecting New Mexico's public lands in Congress and that New Mexicans couldn't count on him to stand up for them as governor. Since we ran this ad during the 2018 election cycle, we were concerned that voters would begin to ignore digital video ads. Despite this, our video ad still garnered over 1.6M views. Although Pearce had strong financial backing, he ultimately lost his bid for governor.
During the 2020 primary, Conservation Voters New Mexico partnered with TCW to run an independent expenditure ad program against State Sen. Gabriel Ramos. Ramos had a long history of advocating for the diversion of the Gila River, so for this political advertising example, we created a custom-illustrated beaver character that was used across three pieces of direct mail. On Election Day, Ramos lost by over 20 points. Additionally, in the weeks following the election, the Interstate Stream Commission voted to end the Gila River diversion project, bringing the environmentally harmful project to a close after 25 years.
With new restrictions due to the COVID-19 pandemic, TCW helped the Humane Society Legislative Fund collect user-generated video clips from their members who live in Rep. Lucy McBath's district conveying their support for her. For this political advertising example, we then took those clips and created a video that we were able to use across multiple digital mediums to a target voter universe in an independent expenditure ad campaign. This proved to be an effective method as Rep. McBath handily won her reelection to Congress.
In 2018, TCW worked with Mainstream Voters of Washington on an integrated digital and direct mail program in support of Erin Frasier's campaign for state representative. Frasier was a relative unknown, running for an open seat in a traditionally Republican district that had become a battleground. This independent expenditure ad program was designed to make sure Frasier had solid name recognition and to hammer home to voters that she had real policy solutions for the problems in Washington state. While this political advertising example was received very well, in the end Frasier lost the race by just 484 votes.
Despite her long list of accomplishments, Albuquerque City Councilor Diane Gibson had kept a low profile. With a competitive mayoral race driving turnout, Gibson faced a strong challenge for reelection. Our goal for this independent expenditure ad was to link her opponent with Donald Trump, who was widely unpopular in the district while also highlighting Gibson’s accomplishments via a robust direct mail program.
On Election Day, Gibson won a second term in office, receiving 67.5% of the vote, proving this political advertising example to be especially effective.
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