Case Study

Jim Hood for Attorney General

As one of the few statewide Democrats in the solidly Republican South, Mississippi Attorney General Jim Hood faced a tough reelection campaign in 2015. With a popular Republican governor at the top of the ticket in one of the most conservative states in the country, Republicans were determined to finally unseat Hood, who had held the seat since 2004.  Hood faced a well-funded, tough Republican challenger with a background as a federal prosecutor, as well as opposition from third party groups. SKDKnickerbocker’s ad campaign, helped Hood overcome his opponent by an impressive 11 point margin.

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Republicans came out swinging early. In September, a third party group hit Hood with negative TV ads. SKDKnickerbocker quickly went up with “Above the Law,” a strong bio ad highlighting Hood’s record of protecting Mississippi families by fighting crime and corporate corruption.

Hood’s opponent soon began running negatives ads of his own, so we counter-punched with a spot that  highlighted Hood’s law enforcement support and his bipartisan work with the governor to secure a settlement from BP. For the final two weeks of the campaign, we ran an ad that set up the contrast in a light-hearted way, portraying our opponent as a “lapdog” for special interests.

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Hood defeated his opponent, with 55 percent of the vote. He remains the only Democrat to hold statewide office in Mississippi.

Results

  • The Clarion-Ledger

    Hood defeats Hurst, remains lone statewide elected Dem

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  • Associated Press

    Rare Southern Democrat wins re-election in Mississippi

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  • The Clarion-Ledger

    AG ad battle joined

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  • Meet the last Democratic statewide constitutional office-holder in the Deep South

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