The best N.C. political ads of 2024

We analyzed campaign ads across N.C. races to crown the best of the best. Here are our winners.

By Election Day, it’s easy to feel burned out on campaign ads. Candidates flooded North Carolina’s airwaves and social media feeds with tens of millions of dollars worth of advertising at all levels of government.

But every so often, you run across a political ad that makes you smile, or chuckle, or even think twice about your vote. Those are the kinds of ads that Longleaf Politics wants to recognize.

We scoured campaign ads in North Carolina races ranging from governor to school board to determine our winners. Here they are.

Best Use of Endorsement: Luke Farley, Labor Commissioner

Endorsements can be hit or miss. But when you get a good one, you want to squeeze the most out of it. That’s exactly what labor commissioner candidate Luke Farley did here after landing the nod from Elevator Queen Cherie Berry herself.

Best Primary Ad: Brian Echevarria, N.C. House

It takes a lot to grab your attention as you’re scrolling through a Facebook feed, but this ad from N.C. House candidate Brian Echevarria (who won his race, by the way) certainly did the trick. I love everything about it — how it breaks the fourth wall, how it leans into the anti-establishment fervor of the Republican base, and even how Brian pronounces his last name different from the voice-over actor.

Best Bio Ad: James Mercer, N.C. Senate

Using a part of your bio as a metaphor for why you’re running is a super effective ad format, and Democrat James Mercer did this to perfection.

Best Local Ad: Nikki Bascome, New Hanover County School Board

Is it a little over the top? Yes. Is that ideal for a local candidate ad? Also yes.

Best Overall: Dave Boliek, State Auditor

This ad checks all the boxes: It’s memorable, it’s on topic, and it leaves you with a great impression of a candidate in a low-information race. I won’t say that this ad won Boliek the race by itself, but … actually, it might have.