About
FP1 is proud to have served as the media consultant to South Carolina Conservative Action Fund’s $3.5 million IE in support of Attorney General Alan Wilson’s gubernatorial campaign. In executing this integrated television and digital advertising campaign, we partnered with Forward Communications and First Tuesday Strategies.
Problem
With Governor Henry McMaster being term-limited out of office, the Republican primary field was crowded with A-list candidates. In addition to Wilson, sitting Lt. Governor Pamela Evette, Congressman Ralph Norman and Congresswoman Nancy Mace were running for the GOP nomination. Later in the campaign, a self-funding businessman, Rom Reddy, joined the field. Each candidate had strengths they brought to the race. Evette had the endorsement of Governor McMaster and deep pockets to fund her campaign. Norman was a Freedom Caucus member with a strong conservative base of support. Mace had near universal name ID from her high-profile national media interviews. Reddy was the only true outsider in the race.
Near the end of the first round of voting on June 9, President Trump gave Pamela Evette his “complete and total endorsement.
Solution
Alan Wilson was a model law-and-order Attorney General. He had cracked down on violent crime and drug trafficking and stood shoulder to shoulder with President Trump to stop the steal and defend election integrity. A former prosecutor and combat veteran, Wilson was ready to serve as Governor on Day One and was always likely to have one of the two tickets to the runoff. Throughout the campaign, we played a game of whack-a-mole to ensure Wilson made the runoff. Our first target was Congresswoman Nancy Mace. In the most memorable spot of our IE, we deployed AI to create a game show concept called “Name That Nancy,” where the contestants had to guess whether Nancy Mace or Nancy Pelosi had taken a liberal position. It was a game where conservatives lose every time, and the spot worked like a charm. “Name That Nancy” won eight creative awards in 2026, including the Gold Pollies for Best Use of AI in a Digital Ad, Best Use of Humor and Best Use of Negative or Contrast.
Our next target was Congressman Ralph Norman. As a Freedom Caucus Member, Norman had established a reputation of being an America First conservative who was tough on illegal immigration. But news reports revealed that Norman’s construction company had used illegal immigrant labor on its projects. In another memorable AI spot, we defined Norman as the “Illegal Alien Employer of the Year.”
Our final challenge was to disqualify Lt. Governor Pamela Evette, a task made infinitely more difficult by her Trump endorsement. We relentlessly defined Evette as “South Carolina’s Queen of DEI.” Evette’s HR business had consulted companies on how to adopt DEI in their workplaces. She had also advised companies on how to obtain H-1B visas to hire foreign workers instead of Americans. These two hits stuck like glue to Evette and eroded her support among South Carolina Republicans. Sensing her campaign was starting to implode, Evette threw a Hail Mary in the runoff and attacked Alan Wilson for doubling his taxpayer-funded salary. In fact, it was Evette’s own administration and the Legislature who determined Wilson’s salary. We deployed another memorable AI spot that featured a likeness of Pamela Evette taking a lie detector test and failing it.
Over the course of the primary and runoff elections, we ran six hard-hitting negative ads and three positive ads on Wilson. Five of our six attack ads deployed innovative uses of AI.
The weekend before the June 23 runoff, President Trump endorsed Attorney General Wilson and delivered the final death blow to Pamela Evette’s campaign.
Watch our reel from the South Carolina governor’s race:
Alan Wilson was a model law-and-order Attorney General. He had cracked down on violent crime and drug trafficking and stood shoulder to shoulder with President Trump to stop the steal and defend election integrity. A former prosecutor and combat veteran, Wilson was ready to serve as Governor on Day One and was always likely to have one of the two tickets to the runoff. Throughout the campaign, we played a game of whack-a-mole to ensure Wilson made the runoff. Our first target was Congresswoman Nancy Mace. In the most memorable spot of our IE, we deployed AI to create a game show concept called “Name That Nancy,” where the contestants had to guess whether Nancy Mace or Nancy Pelosi had taken a liberal position. It was a game where conservatives lose every time, and the spot worked like a charm. “Name That Nancy” won eight creative awards in 2026, including the Gold Pollies for Best Use of AI in a Digital Ad, Best Use of Humor and Best Use of Negative or Contrast.
Our next target was Congressman Ralph Norman. As a Freedom Caucus Member, Norman had established a reputation of being an America First conservative who was tough on illegal immigration. But news reports revealed that Norman’s construction company had used illegal immigrant labor on its projects. In another memorable AI spot, we defined Norman as the “Illegal Alien Employer of the Year.”
Our final challenge was to disqualify Lt. Governor Pamela Evette, a task made infinitely more difficult by her Trump endorsement. We relentlessly defined Evette as “South Carolina’s Queen of DEI.” Evette’s HR business had consulted companies on how to adopt DEI in their workplaces. She had also advised companies on how to obtain H-1B visas to hire foreign workers instead of Americans. These two hits stuck like glue to Evette and eroded her support among South Carolina Republicans. Sensing her campaign was starting to implode, Evette threw a Hail Mary in the runoff and attacked Alan Wilson for doubling his taxpayer-funded salary. In fact, it was Evette’s own administration and the Legislature who determined Wilson’s salary. We deployed another memorable AI spot that featured a likeness of Pamela Evette taking a lie detector test and failing it.
Over the course of the primary and runoff elections, we ran six hard-hitting negative ads and three positive ads on Wilson. Five of our six attack ads deployed innovative uses of AI.
The weekend before the June 23 runoff, President Trump endorsed Attorney General Wilson and delivered the final death blow to Pamela Evette’s campaign.
Watch our reel from the South Carolina governor’s race:
Results
Alan Wilson won 43 of South Carolina’s 46 counties and defeated Pamela Evette by a margin of 69% to 31%. This dominating win is a testament to the toughness and determination of Attorney General Wilson. With strength forged by our military, Alan Wilson was the battle-tested conservative who was best prepared to navigate this grueling nomination process. We know Alan will be an effective governor for the Palmetto State. We’re also honored to have been a part of the strategy team that included Mark Knoop of Forward Communications and Matt Moore of First Tuesday Strategies. They are the best of the best in South Carolina politics.
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Alan Wilson won 43 of South Carolina’s 46 counties and defeated Pamela Evette by a margin of 69% to 31%. This dominating win is a testament to the toughness and determination of Attorney General Wilson. With strength forged by our military, Alan Wilson was the battle-tested conservative who was best prepared to navigate this grueling nomination process. We know Alan will be an effective governor for the Palmetto State. We’re also honored to have been a part of the strategy team that included Mark Knoop of Forward Communications and Matt Moore of First Tuesday Strategies. They are the best of the best in South Carolina politics.
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