Content Creative Media - Latest Promotional Booklet

Content Creative Media is a full-service Republican advertising firm located in Columbus, Ohio. We produce premium political advertising at a fair price. Content is a partner for every step of the creative process: from creating initial concepts, to writing scripts, planning and executing shoots, and editing and distributing the final ad product.

NICK EVERHART

President

E: nick@contentcreative.com

C: 202.754.0525 @nicholasevrhart

Creative Director/National Strategist

E: dan@contentcreative.com

C: 859.489.3022 @danbayens ANGIE COPE

Pre-Production Specialist & Photographer

E: angie@contentcreative.com

C: 614.719.9647 @angiencope

PATRICK SWEENEY

Vice President for Political & Public Affairs

E: patrick@contentcreative.com

C: 401.935.6108 @patrickasweeney

Director of Photography

E: andy@contentcreative.com

ANDY MARSHALL

NICK EVERHART

President

Prior to starting Content, Nick worked for Majority Strategies, the largest Republican print and mobile firm in the country. Nick also spent a decade working at the Strategy Group for Media, where he served as co-founder and president of the advertising company’s media planning and placement division and worked in all aspects of the creative media process.

Nick was named to the 2017 AAPC 40 Under 40 class and a Campaign & Elections 2011 “Rising Star.” He has been involved in some of the nation’s most high-profile races, from helping state legislative caucuses return to GOP control to protecting numerous vulnerable Congressional seats to securing wins for Republican governors and U.S. Senators across the country.

DAN BAYENS

Creative Director/National Strategist

Dan has worked as an aide and consultant to Republican campaigns, candidates and office-holders for nearly two decades. He spent several cycles working as a writer and producer at the Strategy Group for Media.

Dan worked for Sen. Rand Paul during his campaign for Senate in 2010 and much of his first term, serving in a variety of roles including spokesperson. His previous political experience includes working as an aide to Kentucky Gov. Ernie Fletcher and Rep. Anne Northup.

Dan holds a bachelor’s degree in journalism from the University of Kentucky and is a proud member of the #BBN. He lives in Lexington, Ky. with his wife, Rachel, and their son, Sam.

ANGIE COPE

Pre-Production Specialist & Photographer

Angie has more than a decade of experience working in the production industry. Most recently she worked as an account coordinator for Mills James in Columbus, Ohio, one of the largest creative production companies in the Midwest. In this role, she worked often with the Content Creative Media team.

Prior to her time at Mills James, Angie lived in New York City where she worked for post-production houses, wedding boutiques and a photo rental studio.

A native of Ohio, Angie graduated from Ohio University with a degree in visual communications and commercial photography. She loves to travel in her free time.

PATRICK SWEENEY

Vice President for Political & Public Affairs

Patrick is a native of Rhode Island and has been involved in politics at every level. An attorney by trade, he has a wealth of experience in campaign, advocacy, and government positions. He has managed numerous campaigns, from gubernatorial and U.S. Senate contests on down. In 2011, he founded Targeted Strategies, a public affairs firm with a concentration in campaign management, media consulting, and strategic communications.

Patrick is a former executive director of the Rhode Island Republican Party, has been legal counsel for state Republican parties, and has provided counsel to the RNC, NRCC, and NRSC. He has also led and participated in ballot access and recount efforts across the country. Patrick cut his teeth working for Gov. Don Carcieri, the last Republican to serve as governor of Rhode Island, where he worked in the policy and legislative affairs office.

Patrick attended the University of Maryland, Northeastern University and the New England School of Law. He resides in Cranston, Rhode Island with his wife, Sara, his daughter, Serafina, and his sons, Cole and Julian.

ANDY MARSHALL

Director of Photography

Andy has spent more than two decades in the video production industry handling an array of projects for corporate, nonprofit and political clients. As an intern, the very first “professional” shoot he was ever on was for a political campaign ad. Andy’s experience includes shooting a commercial for Super Bowl LIII in 2019.

Andy enjoys spending his free time with his family on the Ohio River.

Content Creative Media is a full-service creative company producing nationalquality advertising at a fair price.

We believe the most effective ad tells a story and makes an emotional connection with the audience.

It is our goal to deliver that memorable connection in every single spot we create.

We are as passionate about winning as we are about telling your story and are experts at creatively telling a story and ensuring the right audience sees it.

We will work closely and collaboratively with your team to ensure we craft the right message that’s the right fit for your audience.

TV – Broadcast, Cable (Linear/VOD), Satellite (DirecTV/DISH), Streaming (CTV/OTT/vMVPD)

Radio – FM, AM, SiriusXM, Spotify, Pandora, iHeart, TuneIn, Podcasts and More

Digital – Google/YouTube, Facebook/Instagram, Snapchat, Twitter and Whatever Comes Next

THE CONTENT CREATIVE DIFFERENCE

Experience

We have experience working at every level of political campaigns, from presidential to statewide to U.S. House to legislative and local races in states and districts across the country. We’ve worked in more than 400 political races since 2015.

Pricing

We are aggressive in our pricing and will deliver the national-quality work you expect at a price that beats our competitors.

Creativity

We will get to know you – the real you – and will tell your story in a creative, unique and memorable way.

CONTENT CREATIVE MEDIA

SELECT CLIENT LIST

SENATE

Sen. Lindsey Graham (SC)

– Security is Strength

Sen. Kelly Loeffler (GA)

– Georgia United Victory

Sen. Marywayne Mullin

– Defend Us PAC and Oklahoma First

Sen. Rand Paul (KY)

– America’s Liberty PAC

Sen. Tim Scott (SC)

– Opportunity Matters Fund

National Republican Senate Committee (NRSC)

GOVERNOR

Gov. Brian Kemp (GA) – A Better Georgia PAC

Gov. Henry McMaster (SC) – Palmetto PAC

Gov. Kim Reynolds (IA) – Empower Iowa Fund

Gov. Glenn Youngkin (VA)

– Opportunity Matters Fund

Patrick Morrisey (WV) – Club for Growth Action and Black Bear PAC

STATEWIDE

Lt. Gov. Geoff Duncan (GA)

– Hometown Freedom Action Network

Lt. Gov. Winsome Sears (VA)

– Opportunity Matters Fund

Attorney General Gentner Drummond (OK)

Attorney General Patrick Morrisey (WV)

Attorney General Sean Reyes (UT)

Secretary of State Mac Warner (WV)

Auditor Mike Harmon (KY)

Treasurer Randy McDaniel (OK)

Treasurer David McRae (MS)

Agriculture Commissioner Wilton Simpson (FL)

– Republican State Leadership Committee

Labor Commissioner Leslie Osborn (OK)

Superintendent of Public Instruction

Joy Hofmeister (OK)

Insurance Commissioner John King (GA)

Insurance Commissioner Vicki Schmidt (KS)

Corporation Commissioner Kim David (OK)

Corporation Commissioner Todd Hiett (OK)

Republican Attorneys General Association (RAGA)

CONGRESS

Rep. Stephanie Bice (OK-5)

– People for Opportunity

Rep. Dan Bishop (NC-9)

– House Freedom Action

Rep. Lauren Boebert (CO-3)

– House Freedom Action

Rep. Eric Burlison (MO-7)

– House Freedom Action

Rep. Michael Cloud (TX-27)

– House Freedom Action

Rep. Randy Feenstra (IA-4) – Iowa Four

Rep. Yvette Herrell (NM-2) – House Freedom Action and Right Women Now

Rep. Jim Jordan (OH-4)

Rep. Doug Lamborn (CO-5)

Rep. Jake LaTurner (KS-2)

– Fighting for Kansas PAC

Rep. Debbie Lesko (AZ-8)

– House Freedom Action

Rep. Thomas Massie (KY-4)

Rep. Rich McCormick (GA-6)

Rep. Mary Miller (IL-15)

– House Freedom Action

Rep. Markwayne Mullin (OK-2)

Rep. Greg Murphy (NC-3)

– House Freedom Action

Rep. Scott Perry (PA-10)

– House Freedom Action

Rep. Matt Rosendale (MT-AL)

– House Freedom Action

Rep. Chip Roy (TX-21)

– House Freedom Action

Rep. David Schweikert (AZ-1 and AZ-6)

– House Freedom Action

Rep. Keith Self (TX-3)

– Defeating Communism PAC

Rep. Tom Tiffany (WI-7)

– House Freedom Action

American Future Fund

House Freedom Action

Protect Freedom PAC

National Republican

Congressional Committee (NRCC)

PRESIDENT

Rand Paul – America’s Liberty PAC

Mike Huckabee

– Pursuing America’s Greatness

STATE LEGISLATIVE & PARTIES

Speaker Bob Cupp (OH)

Speaker Charles McCall (OK)

Speaker David Osborne (KY)

Speaker David Ralston (GA)

Speaker Ryan Smith (OH)

Speaker Robin Vos (WI)

Republican Party of Kentucky

Michigan Republican Party

Ohio Republican Party

Republican Party of Wisconsin

GOPAC Election Fund

Republican State Leadership Committee (RSLC)

State legislative work for campaigns, caucuses and third-party groups:

Georgia House & Senate

Illinois House

Indiana House

Kansas House & Senate

Kentucky House & Senate

Michigan House & Senate

Mississippi House & Senate

Nebraska Legislature

New Jersey Assembly & Senate

North Carolina House

Ohio House & Senate

Oklahoma House & Senate

Pennsylvania House

Tennessee House & Senate

Virginia Assembly & Senate

Wisconsin Assembly

JUDICIAL & LOCAL

Supreme Court Justice Josiah Coleman (MS)

Supreme Court Justice Bob Conley (KY)

Supreme Court Justice Sarah Stewart (AL)

Volusia County Sheriff Mike Chitwood (FL)

Oklahoma County Sheriff Tommie Johnson (OK) – Defend US PAC

Tulsa County Sheriff Vic Regalado (OK)

DeSoto County District Attorney

Matthew Barton (MS)

Allegheny County District Attorney

Stephen Zappala (PA)

– Protecting Americans Project Action Fund

Pinellas-Pasco State Attorney

Bruce Bartlett (FL)

– Protecting Americans Project Action Fund

Scott County Attorney

Kelly Cunningham Haan (IA)

– Protecting Americans Project Action Fund

Woodbury County Attorney James Loomis (IA)

– Protecting Americans Project Action Fund

Maricopa County Attorney Rachel Mitchell (AZ)

– Protecting Americans Project Action Fund

District Judge Scott Meaders (OK)

Licking County Judge Matt George (OH)

Porter County Commissioner Barb Regnitz

Franklin Mayor Ken Moore (TN)

Protecting Americans Project Action Fund

ISSUE ADVOCACY

ASCPA (No on Question 1, City of Springfield, MO – 2018)

Greater Georgia PAC

Keeping Georgia Strong

2017 Iowa Ag Summit

Justice Action Network

Keep Kids First (Nebraska – 2023)

Kentucky Sports Betting Now

Nebraskans for the Death Penalty

(No on Referendum 426 – 2016)

Ohio Hospital Association

Ohio Suicide Prevention Foundation

Portland Cement Association

Rhode Island Dental Association

Vision Tulsa (2016)

Young Americans for Liberty (YAL)

WE’VE GOT EXPERIENCE

CHECK OUT THE PLACES WHERE WE’VE BEEN INVOLVED IN CAMPAIGNS

AWARD-WINNING CREATIVE WORK

WE’VE WON MORE THAN 140 POLLIE, REED AND TELLY AWARDS FOR OUR CREATIVE WORK

OUR SOLUTIONS

AS A FULL-SERVICE CREATIVE COMPANY, CONTENT CREATIVE MEDIA WILL HANDLE EVERYTHING FROM CONCEPT THROUGH DISTRIBUTION IN THE CREATION OF YOUR TV, RADIO AND DIGITAL ADVERTISING.

CREATIVE & PRODUCTION

CONCEPT

We’ll get to know you, learn your story and take the time to understand the political environment of your race, including the strengths and weaknesses of your opponents. Then we’ll conceptualize advertisements that put you and your story in the spotlight in a powerfully creative and memorable way that creates an emotional connection with the audience.

WALKTHROUGH

Just as no two ads are the same, no two locations are the same. We’ll do a thorough walkthrough prior to shooting to ensure we are choosing the right locations and framing you and your story in the best light.

SCRIPT

With concept in hand, our talented team will create a script packet and storyboard series, incorporating your voice, your story, what makes you unique and contingencies for responses to any and all attacks that may be leveled against you.

SHOOT

Cameras rolling, we’ll get the shots we need for your ad during a wellscheduled and efficient shoot that ensures all the assets needed for a complete ad campaign are captured.

CREATIVE & PRODUCTION

EDIT

Content has multiple strategic post-production partners. Due to our large volume of work, we have set backend production costs with our partners – so there are no surprises on the costs for TV, radio and digital spots. We have dedicated production assistants at the postproduction houses we utilize and access to editors and suites whenever we need them, no questions asked.

DISTRIBUTE

We’ll prepare your advertising for distribution across TV, radio and digital and ensure the produced assets are shipped to the correct stations on time so you never miss a deadline.

BUYING

mediumbuying.com

@mediumbuying

Medium Buying is our ad planning, buying and competitive intelligence division.

Media and advertising have become incredibly complicated and fragmented over the last several years. It used to be broadcast TV, cable and radio – now it’s multiple platforms on an array of devices. Today, a good ad buying company is focused on getting powerful creative or content in front of their target audience regardless of the medium it takes to reach them.

Media planning

No two campaigns are alike. Each one needs a unique media analysis and plan that thoroughly considers resources, possibilities and goals. We’re well-versed and experienced in developing and implementing paid media strategies. That’s what we’ll deliver for your campaign.

Media buying

Paid media is often the largest single expenditure a campaign will make (that’s because paid media can dramatically shape the outcome of a campaign). We’ll get the most out of every dollar you spend by negotiating the lowest possible rate, every single time.

Competitive tracking

It’s critically important that you have timely and accurate competitive intelligence. You need to know what your opponents and allies are spending on paid media – and when and where messages are being delivered. Our team will constantly monitor the playing field so you have real-time access.

CASE STUDIES

2018:

SOUTH CAROLINA

PALMETTO PAC

(PRO-HENRY MCMASTER)

PRIMARY:

HENRY MCMASTER 42.3%

JOHN WARREN 27.8%

CATHERINE TEMPLETON 21.4%

RUNOFF:

HENRY MCMASTER 53.6%

JOHN WARREN 46.4%

GENERAL:

HENRY MCMASTER 54.0%

JAMES E. SMITH JR. 46.9%

Palmetto PAC was a third-party group that supported Gov. Henry McMaster in the 2018 gubernatorial race in South Carolina. In January 2017, McMaster assumed the governorship following Gov. Nikki Haley’s appointment and confirmation as Ambassador to the United Nations. McMaster served the remainder of Haley’s second term. Prior to his ascension to the office of governor, McMaster had declared that he would be a candidate in the 2018 election.

Palmetto PAC ran TV, radio and digital ads during the primary, runoff and general election. The group was the largest spender in the race overall and its ads were decisive in helping McMaster win each round.

PRIMARY

McMaster faced multiple opponents in the GOP primary, including Catherine Templeton, who had served in Gov. Haley’s administration, and businessman John Warren. Early polling showed Templeton as McMaster’s most significant competition.

Palmetto PAC launched several ads hitting Templeton on her record as a government official and her multiple departures from state government, which had been raised as an issue in the campaign. One of the Palmetto PAC spots used the familiar clip of Donald Trump saying “You’re Fired” to underscore the hits on Templeton.

With the help of the Palmetto PAC ads, McMaster held off his competition and won 42% of the vote in the primary (short of the 50% needed to advance with no runoff). Templeton finished a distant third, leaving Warren to take on McMaster.

RUNOFF

In the days following the primary, Palmetto PAC sought to define John Warren. The group went up with a 60-second spot attacking Warren’s record as a businessman and statements he had made during the campaign (Voiceover: “Sometimes you just don’t know how good you already have it … Meet John Warren.”). Follow-up spots used President Trump and the issue of trade to hit Warren.

A deluge of ads from Palmetto PAC helped McMaster defeat Warren (54%-46%) and advance to the general election.

GENERAL

Palmetto PAC ran positive messaging in the general election to boost McMaster, who defeated Democrat James Smith, 54%-46%.

CASE STUDIES

2019: MISSISSIPPI

DAVID MCRAE FOR STATE TREASURER

PRIMARY:

DAVID MCRAE 61.5%

EUGENE CLARK 38.5%

GENERAL:

DAVID MCRAE 61.0%

ADDIE LEE GREEN 39.0%

David McRae was a Republican candidate for State Treasurer in Mississippi in 2019. He had run for the same office in 2015 but had been defeated in the GOP primary.

In Mississippi, the state treasurer’s office has been an important position that candidates have used to elevate themselves to higher office (current Gov.-elect Tate Reeves began his political career by winning the state treasurer’s office in 2003).

McRae faced Mississippi State Sen. Eugene Clark in the Republican primary. To refresh and re-energize his campaign, McRae hired a new consulting and campaign team for his 2019 run, which included Content.

A digital video kicked off the campaign and focused on 1) McRae’s family legacy in Mississippi, 2) his business and conservative credentials, 3) his support for President Trump, and 4) his role as a husband and father. The video set the table for a series of TV, radio and digital ads that highlighted these message points.

McRae handily defeated Clark in the GOP primary, 61.5% to 38.5%. McRae won 222,610 votes – more than any other candidate in either party statewide.

McRae went on to defeat Democratic candidate Addie Lee Green in the general election, 61% to 39%.

CASE STUDIES

2020: KENTUCKY

THOMAS MASSIE FOR CONGRESS

PRIMARY:

THOMAS MASSIE 81.0%

TODD MCMURTRY 19.0%

GENERAL: THOMAS MASSIE 67.1%

OWENSBY 32.9%

In 2020, Rep. Thomas Massie was running for re-election in Kentucky’s Fourth Congressional District. The Fourth District has a Cook Partisan Voting Index of R+18, so Massie’s only hurdle to a fifth term was a primary. In 2018, Massie had coasted to re-election with NO primary and 62% of the vote in the general election.

Massie was popular in the Fourth District, especially among conservatives. But the business community in northern Kentucky disliked Massie’s libertarian leanings and had long angled to find someone to replace him. So they recruited Covington attorney Todd McMurtry to challenge Massie in the Republican primary. McMurtry had gained notoriety by representing Covington Catholic student Nick Sandmann in defamation lawsuits against media outlets following a confrontation at the Lincoln Memorial between Sandmann and Native American activist Nathan Phillips.

It was expected to be a competitive race. Like every other GOP primary, President Trump was front and center. McMurtry had branded himself as a supporter of Trump; Massie had broken with Trump on key issues. The Massie campaign knew Trump’s support for or against Massie could be decisive.

In the course of completing opposition research on McMurtry, the Massie campaign discovered a trove of incendiary social media postings from McMurtry. Many of them were extremely critical of Trump.

“Sad but true. Trump is the epitome of a weak male”.

“Trump is an idiot.”

“Hillary is right, he is temperamentally unqualified to be president.”

The Massie campaign used the McMurtry posts in the brutal TV spot “Trump Hater” (https://www.youtube.com/watch?v=gz_WZ1BUddM).

The “Trump Hater” ad ran the ad in *South Florida* over Super Bowl weekend while Trump was at Mar-a-Lago, as well as running back in Kentucky (Politico story: https://www.politico.com/ news/2020/01/31/thomas-massie-trump-110136).

Then in March, in the midst of the coronavirus crisis, Massie forced the return to Washington of members of the House by threatening a quorum call that would have required an in-person vote on the $2.2 trillion aid package that had passed the Senate by a 96–0 vote. Massie wanted House members to go on record with their support for the legislation.

Following Massie’s effort, Trump said Massie should be removed from the Republican Party, calling him a “third rate grandstander.” But, Trump stopped short of endorsing McMurtry, perhaps because of the “Trump Hater” ad.

Massie’s gambit was unpopular in Washington, but it allowed him to build a national profile and raise millions in campaign funds from conservatives who were frustrated with the bailout bill process.

The Massie campaign put the “Trump Hater” ad back on air in Kentucky, going up with a heavy buy and rotating it with the positive TV spot, “Fight of Our Lives” (https://www.youtube.com/ watch?v=XhNNah9Vlc8).

The ads worked in severely limiting McMurtry’s ability to 1) court a Trump endorsement, 2) build support among the Trump base, and 3) raise money to combat the onslaught from Massie.

The 1-2 punch of “Trump Hater” and “Fight of Our Lives” helped Massie win the primary by an overwhelming margin of 81% to 19%. He went on to win the general election with more than 67% of the vote.

CASE STUDIES

2021: VIRGINIA

JASON BALLARD FOR DELEGATE

GENERAL:

In 2021, Republican challenger Jason Ballard was running against Democratic incumbent Del. Chris Hurst in the race for the Virginia House of Delegates District 12 seat.

The 12th District encompassed Giles, Montgomery, Pulaski and Radford Counties in rural Western Virginia. The district can lean Democratic due to the historical vote in Blacksburg. Hurst was one of the few Democratic delegates left in the region.

The race was expected to be close. It was closely watched by political observers with control of the Virginia House at stake.

Hurst, a former Roanoke WDBJ (Channel 7) television reporter and anchor, rose to political significance after his girlfriend, WDBJ anchor Alison Parker, was killed in 2015 during what’s now an internationally known on-air shooting. Hurst won in his first attempt for public office in 2017 over hard-working Republican Del. Joseph Yost. Hurst won again in 2019 over Republican Forrest Hite.

Ballard, a Giles County native and resident, is a combat veteran, local attorney and was a member of the Pearisburg Town Council.

The race between Hurst and Ballard evolved into a highly contentious, high dollar TV ad-driven affair. Both candidates ran several hard negative TV, radio and digitals ads. Ballard ran ads critical of a Hurst as a liberal as well as one centering on a 2020 traffic stop during which Hurst was found to be over the legal blood alcohol limit. Hurst in turn ran an ad claiming that Ballard, in his role as an attorney, helped a sex offender.

Ballard ran eight TV ads (and four accompanying radio ads) during the course of the campaign -- a huge series for a legislative race. After three positive bio/intro spots, the campaign ran a series of negative ads.

The most hard-hitting ad was “Tape,” which featured footage of Hurst when he was pulled over on suspicion of driving under the influence. During the traffic stop, he submitted to a field test that indicated he was over the legal limit. Hurst went through sobriety tests and was released.

Police did not ultimately charge Hurst for the incident, citing that he would’ve likely not blown over the legal limit after being taken into custody.

The Ballard campaign used Hurst not being charged to its advantage by claiming he was “above the law.”

In the closing days of the campaign, Hurst was again pulled over by police. This time he was stopped following an incident involving campaign signs in Radford. A deputy noticed a woman pulling up, turning over, and messing with campaign signs at the Radford Rec Center and then getting into a vehicle. After the deputy contacted the Radford Police Department about the woman, authorities pulled over the vehicle and discovered that Hurst was driving. Story: https://www.wavy.com/news/politics/virginia-politics/update-del-chrishurst-pulled-over-after-reports-of-vandalized-political-signs-in-radford-authorities-say-hurstsopponent-responds/

The incident went viral on social media and drew national attention.

With the help of the ad series and especially the spot “Tape,” Ballard defeated incumbent Hurst by a stunningly-wide margin, 55.2% to 44.4%, and Republicans captured the House of Delegates.

CASE STUDIES

2022: GEORGIA

RICH MCCORMICK FOR CONGRESS

PRIMARY:

RICH MCCORMICK 43.2%

JAKE EVANS 23.0%

MALLORY STAPLES 8.9%

MEAGAN HANSON 8.4%

OTHERS 16.5%

RUNOFF:

RICH MCCORMICK 68.0%

JAKE EVANS 32.0%

GENERAL: RICH MCCORMICK 62.4%

BOB CHRISTIAN 37.6%

Following redistricting due to the 2020 U.S. census, Georgia’s 6th Congressional District was newly redrawn and became much more Republican-leaning than it had been in the previous decade. Incumbent Rep. Lucy McBath (D) announced that she would run against Carolyn Bourdeaux in the Democratic primary in the neighboring 7th Congressional District (McBath won). That left the race for GA-06 wide open; the winner of the Republican primary in 2022 would be the overwhelming favorite in the general election.

In 2020, Rich McCormick, a Marine and Navy veteran and ER doctor, had run in the old 7th District. He had won the GOP primary without a runoff, but then lost to Bourdeaux in the general election.

In February 2022, McCormick announced that he would run in the new 6th District. Several other Republicans also filed for the seat, including attorney Jake Evans, businesswoman and teacher Mallory Staples, and attorney Meghan Hanson.

The 6th District is in the expensive Atlanta media market which constrained the number of TV ads that the campaigns ran. McCormick ran two ads in the primary. The first spot aired by the McCormick campaign was a 60-second ad called “Revive Freedom.”

The Rich McCormick spot “Revive Freedom” was voiced by legendary GOP talent Sheldon Smith. Smith has voiced Republican ads for decades and has worked in all 50 states (the first campaign he helped was in 1974 for Michigan Gov. William G. Milliken). His distinctive, gravelly voice has been featured in thousands of spots. He is, perhaps, the most well-known GOP voice talent in the country.

Sheldon Smith voiceover:

“Our freedom is on the line... rising inflation... violent crime... out-of-control federal government. We need a conservative Republican leader who can meet this moment head on... Dr. Rich McCormick.”

A few weeks before the May 21 GOP primary, former President Donald Trump endorsed Jake Evans. Despite the endorsement, McCormick finished first in the primary, pulling 43.2% of the vote. Evans came in second with 23.0%. Both McCormick and Evans advanced to the June 21 GOP primary runoff.

In the GOP primary runoff, the Rich McCormick campaign had the resources to air two ads.

The spot “Toughness” featured McCormick to camera in front of a plane and large American flag inside an airplane hangar:

“Toughness. You can’t fake it, it’s earned.”

“Sixteen years in the Marines, flying helicopters in combat zones. Volunteering to go to Afghanistan as the head of emergency medicine. Back in the states, saving lives in the ER while helping raise seven kids. That’s tough.”

“Toughness is what I’ll bring to Congress. It’s how I’ll fight Joe Biden, stand against the woke mob. And how we take our country back.”

The ad contrasted the experienced and tested McCormick with the young and inexperienced Jake Evans without mentioning Evans.

In the June 21 GOP primary runoff, McCormick crushed Evans, 68.0% to 32.0%. Evans became one of only a handful of Trump endorsees to lose their congressional bid. (AJC article, “Another Trump candidate defeated; Evans loses runoff to McCormick”)

In the fall, McCormick went on to win big over Democrat Bob Christian, 62.4% to 37.6%. The McCormick win was a flip for Republicans and contributed to the GOP taking back the House.

CASE STUDIES

2023: VIRGINIA

KIM TAYLOR FOR DELEGATE

GENERAL:

KIM TAYLOR 50.1%

KIMBERLY ADAMS 49.8%

OTHER/WRITE-IN 0.2%

In 2023, Kim Taylor (R) was running for re-election to the Virginia House of Delegates. Taylor was first elected in 2021 in House District 63; she defeated Democratic incumbent Del. Lashrecse Aird by a razor thin margin of just 512 votes. Aird actually declared herself the winner on Election Night, but Taylor prevailed and declared victory the next morning.

Following redistricting in 2021 by a new bipartisan commission, Taylor was placed in House District 82, which includes the city of Petersburg and Dinwiddie, Prince George and Surry counties. Democrat Kimberly Pope Adams, an accountant and auditor who got into politics by volunteering for Aird filed to run against Taylor in 2023. Shortly after declaring her candidacy, Adams dropped out of the race only to reverse course and jump back in hours later.

Political observers ranked the 82nd District race as the *most competitive* in the Virginia House and one of a handful that would determine control of the chamber. Speaking to the race’s importance, Gov. Glenn Youngkin told supporters: “Kim Taylor is the linchpin in the House.”

The Taylor campaign planned a robust, multi-million dollar effort to 1) get Taylor’s positive message out to voters, 2) hit Adams hard on potent issues, 3) respond to and contain attacks from Adams, and, 4) ultimately, win re-election.

The campaign ran eight TV ads in total. Seven ran on broadcast TV as well as cable, YouTube TV and OTT; one other ad targeted at GOP voters ran on FNC/YouTube TV/OTT exclusively.

“Our freedom is on the line... rising inflation... violent crime... out-of-control federal government. We need a conservative Republican leader who can meet this moment head on... Dr. Rich McCormick.”

HERE ARE THE EIGHT TV ADS THAT THE KIM

TAYLOR CAMPAIGN RAN:

Broadcast/Cable/YouTube TV/OTT

1. “Honored” - A positive bio/intro spot that spotlighted Taylor’s Virginia upbringing, her role as a wife and mother, and how she and her husband, Butch, had started a successful auto repair shop business

2. “On the Move” - A positive issue spot that highlighted Taylor’s work in providing funding to demolish the abandoned Ramada Inn in Petersburg

3. “The Truth” - An abortion contrast spot that featured Kim Taylor to camera. This ad was in response to the Kimberly Pope Adams spot “Tricked Women” (Link: https:// host2.adimpact.com/ admo/#/viewer/ bba9aa03-d711-4bad-baef1943e4659026/)

4. “Unsafe” - A negative hit on Taylor’s opponent focused on crime

5. “Taxing Kim” - A negative hit on Taylor’s opponent focused on the economy

6. “No Limit” - A positive issue spot focused on Taylor’s work to expand broadband access in Virginia

7. “Wrong Kim” - A negative hit on Taylor’s opponent focused on crime and the economy

FNC/YouTube TV/OTT

8. “Conservative Kim” - A positive issue spot that highlighted Taylor’s endorsement from Gov. Youngkin and her work on issues important to conservatives

The campaign also ran one radio (a 60-second version of “Conservative Kim” targeting Republican voters).

The predictions of a competitive race came true. In one of the closest races in the country, Taylor prevailed over Adams by just 53 votes!

Every single strategic decision matters in a close race and the Taylor campaign’s TV and radio spots were a significant part of her winning effort.