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Tom Willis WV US Inactive

Tom Willis Victory

ad creative

Ad copy

Everyone knows Senator Capito played a decisive role in killing S. 9 (2025), legislation that would have strengthened Title IX by clearly stating that “sex shall be recognized based solely on a person’s reproductive biology and genetics at birth.” She skipped that vote. Yet somehow, she managed to show up when it came time to repeal the Defense of Marriage Act. That record matters. You don’t get to abandon women’s sports, embrace radical LGBTQ ideology, and then pretend you were standing for common-sense conservative values all along, when you're trying to convince Republican Primary voters to support you. I couldn’t help but notice that my opponent is suddenly trying to rebrand herself as a conservative, only after unsuccessfully attempting to reopen the Republican primaries. I'm sure her political advisers made clear that a closed primary would increase the role of ideologically-conservative voters in the upcoming Primary. Regardless of your position on the primary issue, this kind of last-minute repositioning is desperate and voters see through it. West Virginians deserve a senator who doesn’t shift with political winds, hide from tough votes, or rediscover convictions only when an election demands it. I’m running to be honest, consistent, and accountable to the Republican base. The Family Policy Council of WV is our state’s leading conservative organization defending faith, family, and tradition. They are the conservative think tank behind House Bill 3293, the law now protecting our girls nationwide—pending a positive outcome from the U.S. Supreme Court in West Virginia v. BPJ. When it comes to Senator Capito’s record on protecting girls' sports, they were very clear. The Family Policy Council of WV said they were “deeply disappointed by Senator Shelley Moore Capito’s decision to quietly kill critical legislation protecting women’s sports by failing to show up for a key Senate vote.” They noted that while 51 Republicans voted to protect women’s sports, the bill fell short “due in part to Senator Capito being one of only two Republicans absent from the vote.” Without The Family Policy Council of WV, we wouldn't be having this conversation nationwide. Now, Senator Capito is trying to ride off of their coattails and hard work to save herself from accountability by Republican voters this May. West Virginians deserve better than election-year conversions. We deserve a senator who shows up, stands firm, and defends women and girls, every time, not just when it’s politically convenient. Roll Call: https://www.senate.gov/legislative/LIS/roll_call_votes/vote1171/vote_117_1_00477.htm?congress=117&session=1&vote=00477#position

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Performance proxies

Overall score35.5/100
Spend / Reach / Long. / Eff.11.9 · 59.2 · 1.9 · 68.8
Spend rangeUSD 100–199
Impressions15,000 – 19,999
CPM (≈ $/1k impr)USD 8.54
Est. audience size100,001 – 500,000
Days live8 (2026-01-15 → 2026-01-23)
Created2026-01-15
Creative variants1 body · 0 headline
Platformsfacebook, instagram
Languagesen
CandidateWV — Tom Willis
Surfaced by“senate:Tom Willis”

🧠 AI analysis

Issuesocial security medicare
Framingattack opponent
Message typepersuasion
Emotional appealanger
Production tiersemi pro
Who picturedopponent
Symbolsnone
Call to actionnone
Standout elementBold red 'DON'T BE DECEIVED' banner over a screenshot of Capito posing with sports medals, juxtaposed with a damning policy council statement
TacticThe ad uses Capito's own social media post and a conservative policy council document as receipts to expose perceived hypocrisy, leveraging borrowed credibility to fuel primary voter betrayal anger.

Where it ran (delivery by region)

West Virginia94.1%
Ohio0.9%
Virginia0.7%
Pennsylvania0.7%
Kentucky0.6%
Maryland0.5%
Florida0.5%

Who saw it (delivery)

18-24 · female 0.3%
45-54 · male 11.5%
65+ · male 19.4%
65+ · female 19.8%
55-64 · unknown 0.1%
55-64 · male 18.1%
55-64 · female 12.8%
45-54 · unknown 0.1%
45-54 · female 6.0%
18-24 · male 1.1%
35-44 · unknown 0.1%
35-44 · male 5.1%
35-44 · female 2.3%
25-34 · unknown 0.0%
25-34 · male 2.3%
25-34 · female 0.7%
18-24 · unknown 0.0%
65+ · unknown 0.2%

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