📌 The Swipe File

political ad inspiration · sourced from Meta Ad Library 📊 Analytics ⚖ Compare 📄 Playbook 🔑 Access
← back to library

Tom Willis WV US Inactive

Tom Willis Victory

ad creative

Ad copy

BREAKING NEWS: Brigadier General (Ret) Chris "Mookie" Walker accepts position as Public Outreach Director with the Tom Willis for US Senate campaign. Brig Gen (Ret) Christopher S. Walker was the Assistant Adjutant General and Commander of the West Virginia Air National Guard. The West Virginia Air National Guard has over 2,100 members and consists of two flying units, the 130th Airlift Wing in Charleston, West Virginia, and the 167th Airlift Wing in Martinsburg, West Virginia. General Walker’s former federal dual assignment was ANG Assistant to the Assistant Secretary of the Air Force, Manpower and Reserve Affairs. General Walker began his Air Force officer career as a 1988 graduate of the U.S. Air Force Academy. He served as a C-130 navigator in tactical airlift squadrons throughout the world, flying combat operations into the Balkans, Iraq, and Afghanistan. In 1997, General Walker left active duty to join the Air National Guard and serve as a C-130H3 evaluator navigator, and has commanded at the squadron, group, and JTF level. He served as civil aviation advisor to the Iraqi Ministry of Transportation with the Coalition Provisional Authority. He has served as the ANG Deputy Director of Air and Space Operations. In 2019, he served as Dual-Status Commander of Joint Task Force- World Scout Jamboree (JTF-WSJ), commanding approximately 1000 soldiers, airmen, sailors, and DoD civilians charged with security, logistics, medical, and aviation support of over 45,000 Scouts and support staff from over 150 countries operating in Glen Jean, WV. General Walker was the inaugural recipient of the West Virginia “Trailblazer Award” for exhibiting a life of excellence. He served as an expert witness for Students for Fair Admissions (SFFA) in their lawsuit against the U.S. Naval Academy against race-based admissions criteria. He was also a 2024 GOP candidate the West Virginia 2nd Congressional District primary.

↗ View in Meta Ad Library (the live creative — image/video/layout)

Performance proxies

Overall score29.8/100
Spend / Reach / Long. / Eff.0.0 · 49.2 · 0.3 · 69.7
Spend range<USD 99
Impressions6,000 – 6,999
CPM (≈ $/1k impr)USD 7.62
Est. audience size100,001 – 500,000
Days live2 (2025-09-12 → 2025-09-14)
Created2025-09-11
Creative variants1 body · 0 headline
Platformsfacebook, instagram
Languagesen
CandidateWV — Tom Willis
Surfaced by“senate:Tom Willis”

🧠 AI analysis

Issueveterans
Framingpositive candidate
Message typeawareness
Emotional appealpride
Production tiersemi pro
Who picturedveterans military
Symbolsus flag, military
Call to actionnone
Standout elementRetired Brigadier General in full Air Force dress uniform with medal ribbons and American flag backdrop lends commanding military credibility
TacticThe ad uses a high-profile military endorsement announcement framed as 'breaking news' to borrow institutional credibility and signal broad coalition-building for a lesser-known Senate candidate.

Where it ran (delivery by region)

West Virginia100.0%

Who saw it (delivery)

35-44 · female 1.0%
35-44 · male 2.2%
45-54 · female 4.7%
45-54 · male 8.1%
45-54 · unknown 0.0%
55-64 · female 13.5%
55-64 · male 15.6%
55-64 · unknown 0.2%
65+ · female 30.6%
65+ · male 23.8%
65+ · unknown 0.3%
Unknown · unknown 0.0%

Similar ads (same issue, matching framing or emotional appeal)

Sherrod Brown
OH — Sherrod Brown 60d live
Sherrod Brown
OH — Sherrod Brown 117d live
Mark Warner VA
VA — Mark Warner 10d live
Dan Osborn for Senate
NE — Dan Osborn 13d live
Barrett McNabb
TX — Barrett Mcnabb 24d live
Jeff Merkley
OR — Jeff Merkley 25d live
Jeff Merkley
OR — Jeff Merkley 25d live
Alexander Vindman
FL — Alexander Vindman 4d live