Republican congressional candidate Jennifer Balkcom of western North Carolina has drawn attention with a campaign advertisement featuring her mother recounting an incident in which she shot a home intruder. The ad, posted on September 29, shows Balkcom’s mother delivering a direct warning, “You break into my house, you’re going to get shot,” in a distinctive mountain accent. The commercial, highlighting Balkcom’s background as a 48-year-old state representative, positions her as bringing “mountain toughness” to the U.S. House of Representatives. It is running in one of the country’s most competitive congressional districts ahead of the November 3 midterm elections.
Political observers note that this ad exemplifies broader trends in campaign advertising during the 2025-26 election cycle, which has surpassed $10 billion in spending. This total already exceeds the combined spending for the 2019-2020 and 2021-2022 election cycles, making it the most expensive in U.S. history, according to ad intelligence firm AdImpact Politics. Such high expenditures are accompanied by evolving strategies, with candidates aiming to create distinctive, attention-grabbing content tailored to specific audiences.
Experts say the nature of political ads has shifted from broad, generic appeals to more targeted efforts that reflect the increasingly fragmented media environment. Travis Ridout, professor of government and public policy at Washington State University, explained that modern campaigns utilize precise messaging to stand out amid fierce competition for voter attention.
Across the United States, campaign ads this cycle have embraced a variety of unconventional tactics. For example, Wisconsin State Representative Steve Doyle featured his pet alpaca, Pasta, in a humorous spot, while Illinois Lieutenant Governor Juliana Stratton gained attention with a profanity-laced ad explicitly opposing former President Donald Trump. Some Republicans have also used creative devices—such as fortune cookies in Senator Marsha Blackburn’s advertisement—to make an impact.
The role of Trump remains a prominent theme in many campaigns. Some Republican candidates have sought to distance themselves from the former president amid his declining approval ratings, particularly in swing districts. Meanwhile, Democrats are deploying endorsements from former President Barack Obama and emphasizing authenticity and frustration with political gridlock. For example, Democratic Representative Kristen McDonald Rivet used such themes to secure reelection in a district that leans toward Trump.
In other competitive races, advertising strategies highlight contrasts between candidates. In Texas, Senate candidates James Talarico and Ken Paxton have run ads focusing respectively on Talarico’s church-based centrism and Paxton’s ethical controversies. Meanwhile, candidates in Pennsylvania and Iowa have employed narrative-driven or bipartisan-themed ads.
Ultimately, the effectiveness of these varied and inventive campaign advertisements will be measured by voter decisions on Election Day, November 3.