NEWS
Deb Haaland cites family ties in first TV ad of general election cycle
Gregg Hull, her opponent in governor race, also plans to launch TV ads in coming days
Published
SANTA FE 鈥� Deb Haaland is striking a positive tone in her first television ad of the general election cycle, while enlisting New Mexico鈥檚 landscapes as a supporting actor.
Just days after a Journal Poll showed her locked in a closer-than-expected race against Republican Gregg Hull, the Democratic gubernatorial nominee will launch a six-figure TV ad campaign starting Tuesday, her campaign confirmed.
The , which will run on network stations statewide and also on digital platforms, does not directly mention Hull or recent polling on the governor鈥檚 race.
Instead, it features footage of the Gila River, the Chama area and Haaland talking about the traditional values held by New Mexico families.
鈥淎s governor, I鈥檒l fight every day so that you can provide for yours,鈥� the former U.S. interior secretary says during the ad.
For his part, Hull also plans to start airing TV ads in early September, his campaign spokesman said Monday.
The Hull campaign sent a message to supporters last week, asking for donations to help pay for television ads and citing Haaland鈥檚 record-breaking fundraising haul that includes many out-of-state donors.
A 60-second ad posted on Hull鈥檚 social media account touts his record as the former mayor of Rio Rancho, a theme Hull has frequently evoked on the campaign trail for governor.
The positive tone of both ads mirrors the largely civil nature of this year鈥檚 general election race for governor 鈥� at least so far.
Independent expenditure groups, or political action committees, have played an active role in recent gubernatorial campaigns by launching hard-hitting TV ads. And such groups could jump into this year鈥檚 race for governor in the run-up to Election Day on Nov. 3.
Meanwhile, at least one national political figures is already planning to stump for Haaland in New Mexico.
Former U.S. Transportation Secretary Pete Buttigieg will join Haaland and U.S. Rep. Gabe Vasquez, D-N.M., who is seeking reelection this year, for a Sept. 13 rally in Las Cruces, the Haaland campaign announced Monday.
Haaland and Buttigieg, who is a possible 2028 presidential candidate, served together as Cabinet secretaries during the administration of former President Joe Biden, who left office in January 2025.
Dan Boyd covers state government and politics for the Journal in Santa Fe. Follow him on X at @DanBoydNM or reach him via email at dboyd@abqjournal.com.
