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.