Before running for Governor in 2010, Jerry Brown was elected Attorney General of California in 2006.

the challenge

Brown was viewed favorably in California. To consolidate undecided votes, we needed to paint the opposition as extreme.

the spot

Using compelling imagery, we showed the extreme nature of our opponent’s views on assault weaponry.

the result

Brown won easily – 56% to 38% – in the same year Republican Governor Arnold Schwarzenegger was re-elected.