Amy Klobuchar (Democratic-Farmer-Labor), Lisa Demuth (Republican) and Steven Young (Green) are the candidates for governor of Minnesota in the November 3, 2026 general election. Semblen has analyzed 97 ads in this race; 38 used at least one manipulation technique, most often loaded language and glittering generalities. Next date for voters: Registration deadline: Tue, Oct 13.
Amy Klobuchar (DFL), Lisa Demuth (REP), Steven Young (GRE). On the ballot as listed by Ballotpedia. 97 ads analyzed, 38 with at least one technique in the copy. Newest first. The paid-for-by line is the advertiser's own filing. Updated 2026-10-08.
From Minnesota's official election office. Each line links to the official page it came from.
Next: Registration deadline: Tue, Oct 13 (in 5 days)
| Registration | Register by Tue, Oct 13 (registration closed during the 20 days before the election, so last day is the 21st day before; online, mail, or in person). Same-day registration: at your polling place with proof of residence (ID, approved document, or a registered voter vouching)Source: revisor.mn.gov ↗ |
|---|---|
| Early voting in person | Fri, Sep 18 to Mon, Nov 2 (in-person absentee during the 46 days before; ballot-into-tabulator early voting in the last 18 days (from Oct 16))Source: revisor.mn.gov ↗Source: revisor.mn.gov ↗ |
| By mail | Anyone can vote by mail; request a ballot by Mon, Nov 2 (any time up to the day before the election; mail time makes a late request risky); return it by Tue, Nov 3 (received by 8 p.m. Election Day; envelopes arriving later are marked late and not counted)Source: revisor.mn.gov ↗Source: revisor.mn.gov ↗Source: revisor.mn.gov ↗ |
| Election Day | Tue, Nov 3. Polls: 7 a.m. to 8 p.m.Source: revisor.mn.gov ↗ |
| ID at the polls | No ID needed if registered; voter signs the polling place roster. Election Day registrants need proof of residenceSource: revisor.mn.gov ↗ |
Checked October 6, 2026. Rules can change; confirm with the official site before you go.
A person reads every report and fixes errors the same day.
As of 2026-10-08. Counts are of distinct ads; the same text run many times is one ad.
A small box with these findings and the newest ads, updated as new ads are analyzed. Free for newsrooms, blogs and campaigns alike; it links back here.
An email when new ads come in from either side or the outside groups: the techniques, the words doing the work, and who paid. And each debate's analysis the morning after. One-click unsubscribe.
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| Paid for by | Ads | With at least one technique | Most common |
|---|---|---|---|
| Minnesotans for Klobuchar | 54 | 14 of 54 (26%) | Loaded Language (9), Appeal to Prejudice (8), Glittering Generalities (7) |
| MN Restore Sanity PAC | 22 | 12 of 22 (55%) | Loaded Language (10), Glittering Generalities (6), Appeal to Prejudice (4) |
| Laborers’ District Council of Minnesota and North Dakota Political Fund | 10 | 9 of 10 (90%) | Plain Folks Appeal (5), Glittering Generalities (4) |
| Alliance for a Better Minnesota State PAC | 3 | 0 of 3 | |
| Amy Klobuchar | 3 | 0 of 3 | |
| Minnesota Democratic-Farmer-Labor Party | 2 | 2 of 2 | Loaded Language (2), Card Stacking (1) |
| Our America | 2 | 1 of 2 | Appeal to Prejudice (1), Black-and-White Fallacy (1), Name Calling (1) |
| Minnesota Public Radio | 1 | 0 of 1 |
Not everyone would call every technique manipulation. Untick the ones you'd call ordinary persuasion and the count updates.
39% of the 97 ads here use at least one of the techniques ticked below (38 ads).
Leaving out the softer ones (loaded language, glittering generalities, slogans, exaggeration, repetition): 28% of ads.
The words that show up most in phrases our model flagged as loaded language or name calling in this race's ads, by number of ads.
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Candidates for governor report their fundraising to Minnesota's state campaign-finance office, not the FEC. This page doesn't cover those reports yet, so it shows no money figures.
97 ads, newest first. Video transcripts are shown as the model read them, without caption cues like [music].
Showing the 54 ads paid for by Minnesotans for Klobuchar. Show all 97 ads
As a former prosecutor, I understand what we need to take on fraud. That’s why when the Feeding Our Future indictments came down, I went to the top of the Department of Justice and fought to get Minnesota’s U.S. Attorney Andy Luger’s office the prosecutors they needed.
🎤 Did you see Amy’s mic-drop moment? “I think people should have their facts right before they call someone a dirtbag ... You have the teams wrong, sir.” A Republican Senator claimed to have proof that January 6 prosecutor Jack Smith had been in Atlanta at a HAWKS game, and accused Smith of perjury when he denied it. The problem? Jack Smith was in Maryland at an Iowa HAWKEYES game. We can count on Amy Klobuchar to stand up for what’s right – and to know her Midwest teams. Now, we’re calling on OUR grassroots team to stand with her. A Trump megadonor is spending $13 million to flood Minnesota with lies and dark money attack ads to defeat our grassroots campaign. Will you donate now to help Amy win?
Glittering Generalities: The phrase 'stand up for what's right' is vague and emotionally positive with no specific policy substance — for example: stand up for what's right
Bandwagon Appeal: The call for 'OUR grassroots team to stand with her' implies collective solidarity and pressure to join the group — for example: calling on OUR grassroots team to stand with her
Appeal to Prejudice: The emphasis on 'OUR grassroots team' and 'Midwest teams' invokes in-group identity to build loyalty around shared regional and political belonging — for example: OUR grassroots team
Loaded Language: Emotionally charged words are used to trigger a reaction against the opponent — for example: flood Minnesota with lies and dark money attack ads.
Conspiracy Appeal: References 'dark money' to imply hidden, shadowy financial coordination working against the people — for example: 'dark money attack ads'
Name Calling: Derogatory labels used to discredit a person or group rather than address their arguments.
Minnesota pipefitters show up for homeowners in need — repairing their furnaces at no cost through Project HEAT’s ON. We all know how important it is to have a safe, working furnace during a Minnesota winter. Thanks to the pipefitters for their work and service to our state.
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I have now visited every county in Minnesota this year – all 87 of them! I do this every year because you can’t know what people need if you don’t show up. As Governor, that’s how I’ll lead – by showing up, listening, and bringing people together to get things done.
Glittering Generalities: Vague, emotionally positive language about leadership that sounds noble but lacks specific policy substance — for example: 'bringing people together to get things done'
Rondo Days is an important reminder of the strength and resilience that define the Rondo neighborhood in Saint Paul — it was great to see everyone this weekend.
Jimmy Jam and Terry Lewis at the fair! They helped me pass the bipartisan Save Our Stages Act, which was a big deal and kept independent music venues and theaters open during the pandemic.
When Minneapolis Council Member LaTrisha Vetaw and I saw each other at a Prince celebration (where all good things happen), we ended up talking about how we could make the Camden railroad crossing safer. Frequent train blockages delay first responders, drivers, and pedestrians trying to get across. That's why I’ve worked with Council Member Vetaw to secure federal funding to address the three at-grade rail crossings and make this area safer for everyone.
I met some incredible students and leaders from the Minnesota State University Moorhead’s Nibbe School of Teaching and Learning at the Minnesota Business Partnership's annual event. They were honored with the 2026 Minnesota’s Future Award for their work teaching Minnesota's next generation of teachers. These kinds of partnerships are how we improve student achievement and grow our workforce and our economy.
Health care is a top priority for me. That’s why I laid out a plan to make health care more affordable and accessible for Minnesotans. My opponent still doesn’t have a plan, but what we do know is this: she embraced Trump’s health care cuts, blocked bipartisan legislation to help hospitals, and opposed capping the cost of insulin. Minnesota needs a Governor who will stand up for them.
New Richland is coming together to recover from last weekend’s flooding, which impacted over 80% of homes. I joined Senator Smith, local leaders, residents, and volunteers in New Richland to talk about the path forward and how we work toward long-term solutions to prevent flooding.
It was an honor to receive the Distinguished Service Award from the National Rural Electric Cooperative Association. Our electric co-ops keep the lights on for communities across Minnesota and the country. We need to make it easier for them to do their job – including cutting red tape so they can deploy new energy sources and modernize the grid. That’s one way we lower energy costs.
It was great to be in Brainerd last week with Mayor Dave Badeaux to talk about my plan to make child care more affordable and available for Minnesota families. If we want parents to be able to work and to grow our economy and workforce, we need quality, affordable child care.
There’s no time to waste: Donate now to help Amy become the next governor of Minnesota >>
Amy is facing what experts are calling “the toughest general election fight of her political career.” That means your support is more important than ever. Will you rush an urgent donation to Amy’s campaign to help her win?
We’re counting on grassroots supporters like you to take on Lindell, Trump, and their billionaire allies. Will you donate to Amy’s campaign for governor today? MyPillow CEO Mike Lindell has spread lies about our elections, and he’s running to serve Donald Trump’s interests, not ours. Amy is running for governor of Minnesota to stand up for what’s right and fix what’s wrong. We’re asking our grassroots team to stand with us because this is a home-grown campaign, born in a moment like no other. Please: Will you pitch in any amount today?
Appeal to Prejudice: The sentence uses 'our elections' and 'not ours' to create an in-group/out-group dynamic, implying Lindell serves an outside interest rather than the shared interests of 'us' — for example: not ours
Name Calling: Labeling Lindell as someone who 'spread lies' is a derogatory characterization used to discredit him rather than engage with his specific claims — for example: spread lies about our elections
Black-and-White Fallacy: The sentence frames Lindell as serving either Trump's interests or 'ours,' presenting only two mutually exclusive options with no middle ground — for example: running to serve Donald Trump's interests, not ours
Glittering Generalities: Vague, emotionally positive framing with no specific policy substance — for example: 'stand up for what's right and fix what's wrong'
False Urgency: Implies a unique, unrepeatable moment to pressure action without deliberation — for example: 'born in a moment like no other'
I like my job in the Senate. But I love our state more than any job. I love the people of Minnesota. And Minnesota, I want to be a transformative governor. I’m not going to sugar coat it -- Minnesota has been through a lot. These moments call for grit and resilience. I learned grit from my family. I’m the daughter of a newspaperman and a proud union member teacher. My grandpa worked 1500 feet underground in the mines on the Iron Range, and he saved his money in a coffee can in the basement to send my dad to college. I wouldn’t be where I am today without them. I’ve learned resilience from the people of Minnesota. They have stood up, they have marched, and they have brought food to their neighbors. Through it all we do not give up. This campaign is for people who believe in something bigger than ourselves. For people who know that things have got to change. So please: Will you be one of the first grassroots supporters to donate to my campaign for governor today?
Glittering Generalities: The phrase 'something bigger than ourselves' is vague and emotionally positive, invoking a sense of noble purpose without specifying any concrete meaning or policy — for example: something bigger than ourselves and things have got to change.
This wasn’t an easy decision. It’s been an honor to serve in the United States Senate, where I was ranked number one for bipartisan bills and number three out of one hundred for getting bills passed into law. I like my job in the Senate. But I love Minnesota more than any job -- and I’m running to be a transformative governor for our state. Our grassroots team has never let me down, so I’m counting on you to stick with me. If you’re able, I hope you’ll donate today.
It’s official: I just won the Democratic nomination for governor of Minnesota. Will you power my campaign with an urgent donation? I couldn’t have done this without our incredible grassroots team. Now, as we gear up for Election Day, I’m counting on your continued support to run the strongest campaign possible. I’m ready to deliver real results people can see in their daily lives. We can bring down costs, cut red tape to build more homes, make health care affordable, root out fraud, strengthen our economy, and so much more. But to accomplish everything we’re setting out to do, I’m going to need your support. If you’re with me, I hope you’ll pitch in now:
Glittering Generalities: Vague, emotionally positive promises are listed without any specific policy detail or mechanism, functioning as rhetorical flourish rather than substantive commitments — for example: 'strengthen our economy, and so much more'
A Wisconsin billionaire -- who is one of Donald Trump’s top 5 biggest donors -- has spent $3 million already to defeat our grassroots movement. What does this guy want? To buy our governor’s seat and elect my opponent, who would be nothing but a rubber stamp of this administration. While my opponent may be this Wisconsin billionaire’s choice, I want to be Minnesota’s. Can I count on your urgent support to help me win?
Appeal to Prejudice: The phrase 'our grassroots movement' invokes in-group identity, framing the speaker's side as a humble, people-powered collective against a wealthy outside force — for example: our grassroots movement
Loaded Language: The word 'defeat' combined with the framing of a billionaire donor spending millions carries emotionally charged connotations designed to provoke alarm and solidarity — for example: spent $3 million already to defeat our grassroots movement
Name Calling: Calling the opponent 'nothing but a rubber stamp' is a dismissive label meant to discredit them rather than address their positions — for example: 'nothing but a rubber stamp of this administration'
False Urgency: The word 'urgent' artificially pressures the reader to act immediately without deliberation — for example: 'urgent support'
Amy is facing what experts are calling “the toughest general election fight of her political career.” That means your support is more important than ever. Will you rush an urgent donation to Amy’s campaign to help her win? Here’s what you need to know: Amy’s Republican opponent is Minnesota House Speaker Lisa Demuth. She would be nothing but a rubber stamp of Donald Trump. Our state has been blanketed with ads trying to defeat Amy. Most of those ads are paid for by one man -- a Wisconsin billionaire named Richard Uihlein. Uihlein is one of the top donors who helped put Trump back in the White House. Now, he’s trying to buy the Minnesota governor’s race. Voting begins this month, and a recent poll shows 1 in 10 voters are still undecided. We need your help to make Amy’s message heard before it’s too late.
Appeal to Fear: The framing of the election as the 'toughest fight of her political career' creates anxiety about a potential loss to pressure the reader into acting — for example: toughest general election fight
False Urgency: The word 'rush' combined with 'urgent' creates artificial time pressure to bypass deliberation and prompt an immediate donation — for example: rush an urgent donation
Loaded Language: Emotionally charged words chosen to trigger a reaction rather than convey facts.
Name Calling: Derogatory labels used to discredit a person or group rather than address their arguments. — for example: rubber stamp of Donald Trump.
⚠️ A Wisconsin billionaire is trying to buy our governor’s race to elect a rubber stamp for Donald Trump. Donate now to fight back >>
Loaded Language: The phrase 'buy our governor's race' and 'rubber stamp' are emotionally charged terms designed to trigger outrage rather than convey neutral facts — for example: 'rubber stamp for Donald Trump'
Appeal to Prejudice: The use of 'our governor's race' invokes in-group identity, framing the election as belonging to 'us' and being threatened by an outside billionaire — for example: 'our governor's race'
Conspiracy Appeal: The framing implies a shadowy, sinister plot by a billionaire to secretly control the election outcome — for example: 'trying to buy our governor's race'
Appeal to Fear: The call to 'fight back' implies an imminent threat that must be countered immediately, stoking anxiety to drive action — for example: 'fight back'
We're reaching out with an urgent polling update. A new poll shows Amy's opponent within the margin of error. Here's what you need to know: A Trump Billionaire flooded Minnesota with dark money attack ads, outspending our team on TV for weeks. Now, this race is neck and neck. This race could come down to a handful of votes, and Trump Republicans know it. Amy doesn't have a billionaire megadonor. She has grassroots supporters like you. Will you donate now to help Amy win?
Honored to receive the National Rural Electric Cooperative Association’s Distinguished Service Award. As Senator, I’ve fought for rural electric co-ops — including investments in grid infrastructure, broadband, and disaster recovery. As Governor, I’ll work to expand the energy workforce, work with coops and many others across our state to add more affordable clean energy to the grid, and partner with local communities and neighboring states to cut through red tape and make energy more affordable.
Andy Luger prosecuted the Feeding Our Future fraud cases as U.S. Attorney. I'm honored to have his support.
Thirty years in the making, the Mesabi Trail is complete: 165 miles connecting Grand Rapids to Ely and communities across the Iron Range. What an incredible way to see the beauty Minnesota has to offer. Congratulations to everyone who made the longest paved bike trail in Minnesota a reality. Can’t wait to get out there!
Amy’s Republican opponent is being boosted by millions in outside spending. Most of this money is coming from one man -- Richard Uihlein, one of Donald Trump’s top billionaire donors. In 2024, Uihlein spent more than $59 million to help put Trump back in the White House. Now, he’s trying to buy our election in Minnesota to install a governor who would be nothing but a rubber stamp for Donald Trump. Our opponent may have the backing of a Wisconsin billionaire, but we have something much more powerful: You. When everyone contributes $5, $15, or whatever they can, it goes a long way to help us take on the dark money pouring into our state. Will you pitch in?
Loaded Language: Emotionally charged words chosen to trigger a reaction rather than convey facts. — for example: buy our election and nothing but a rubber stamp.
Name Calling: Derogatory labels used to discredit a person or group rather than address their arguments. — for example: nothing but a rubber stamp for Donald Trump.
Appeal to Prejudice: The phrase 'our election' invokes in-group identity, framing the election as belonging to Minnesotans and positioning Uihlein as an outside threat to 'our' democratic process — for example: 'our election'
Bandwagon Appeal: The sentence implies collective power in numbers and pressures the audience to align with 'us' against the billionaire-backed opponent, suggesting that joining the crowd is the stronger choice — for example: 'we have something much more powerful: You'
You need to know that my opponent’s Super PAC is being funded by a single billionaire who has already spent over $4 million trying to take me down. He doesn’t even live in our state. I guess he doesn’t know I like taking on tough fights! The vast majority of our resources come from small-dollar donors like you, so we’re counting on your support to help us run the strongest campaign possible. If you’re able, will you donate any amount right now? Amy
Thanks for your support! You have allowed us to build the campaign we need to compete all across Minnesota -- and to WIN! The vast majority of our resources come from small-dollar donors like you, so we’re counting on your support to help us run the strongest campaign possible. If you’re able, will you donate any amount right now? Amy
You have allowed us to build the campaign we need to compete all across Minnesota -- and to WIN! You need to know that my opponent’s Super PAC is being funded by a single billionaire who has already spent over $4 million trying to take me down. He doesn’t even live in our state. I guess he doesn’t know I like taking on tough fights! The vast majority of our resources come from small-dollar donors like you, so we’re counting on your support to help us run the strongest campaign possible. If you’re able, will you donate any amount right now? Thank you for being on my team!! Amy
As Governor, Amy Klobuchar will lower health insurance premiums and cut drug prices through bulk purchasing. She’ll fight to lower health care costs.
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