California State Senate
A head-bending idea.
With a famous name, partisan support, and a sense of inevitability, former California State Insurance Commissioner Dave Jones’ 2022 campaign for state senate appeared unstoppable. Unless, that is, a team of California’s top tier political strategists could slow his roll, creating the space for Jones’ leading challenger to build her base and brand. The must-find predicate: a way to turn universally despised and dismissed “negative” advertising into something magnetic. Our approach: truth delivered with razor sharp humor. The dividends: Jones was contained in the primary, setting up his defeat in the general. Not to mention an indelible beyond-politics lesson — effective creativity can overcome even the biggest barriers to persuasion.