Deb Haaland (Democrat) and Gregg Hull (Republican) are the candidates for governor of New Mexico in the November 3, 2026 general election. Semblen has analyzed 55 ads in this race; 35 used at least one manipulation technique, most often glittering generalities and false urgency.
Deb Haaland (DEM), Gregg Hull (REP). On the ballot as listed by Ballotpedia. 55 ads analyzed, 35 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.
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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Each side is the campaign plus the groups backing it. How a group is placed is explained below the table.
| Side | Ads | With at least one technique | Most common |
|---|---|---|---|
| Haaland (D) | 36 | 20 of 36 (56%) | Glittering Generalities (15), False Urgency (7), Appeal to Fear (6) |
| Haaland's campaign | 35 | 19 of 35 (54%) | Glittering Generalities (15), False Urgency (7), Appeal to Prejudice (6) |
| 1 group backing Haaland | 1 | 1 of 1 | Appeal to Fear (1), Card Stacking (1), Loaded Language (1) |
| Hull (R) | 19 | 15 of 19 (79%) | Glittering Generalities (13), Black-and-White Fallacy (5), False Urgency (5) |
| All from the campaign; no ads here from groups placed on this side. | |||
Read this before comparing the sides. Ads that attack an opponent use these techniques far more often than ads that introduce a candidate, whoever runs them, so the side running more attack ads shows a higher share. A technique is about wording, not about whether an ad is true. These are online ads only (Meta and YouTube), not television.
| Paid for by | Side | Ads | With at least one technique | Most common |
|---|---|---|---|---|
| Deb for New Mexico | Haalandthe campaign | 34 | 18 of 34 (53%) | Glittering Generalities (14), False Urgency (7), Appeal to Prejudice (6) |
| Hull For New Mexico | Hullthe campaign | 19 | 15 of 19 (79%) | Glittering Generalities (13), Black-and-White Fallacy (5), False Urgency (5) |
| Deb Haaland | Haalandthe campaign | 1 | 1 of 1 | Flag-Waving (1), Glittering Generalities (1), Loaded Language (1) |
| Democratic Party of NM (not authorized by any candidate) | Haalandthe party's own committee | 1 | 1 of 1 | Appeal to Fear (1), Card Stacking (1), Loaded Language (1) |
How a group is placed: by its own filings with the Federal Election Commission. A group is with a candidate when it reported spending to support that candidate, or to oppose the other one in the general election. The parties' own committees are with their nominee. Spending against a candidate in a primary places a group nowhere, and neither does our reading of its ads: a group with no such filing is listed as not placed. The sponsor table gives the reason for each.
Not everyone would call every technique manipulation. Untick the ones you'd call ordinary persuasion and the count updates.
64% of the 55 ads here use at least one of the techniques ticked below (35 ads).
Leaving out the softer ones (loaded language, glittering generalities, slogans, exaggeration, repetition): 51% of ads.
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Candidates for governor report their fundraising to New Mexico's state campaign-finance office, not the FEC. This page doesn't cover those reports yet, so it shows no money figures.
55 ads, newest first. Video transcripts are shown as the model read them, without caption cues like [music].
Showing the 19 ads paid for by Hull For New Mexico. Show all 55 ads
I'm Greg Hall and I approve this message.
Watch on YouTube ↗ Transcript above is auto-generated; the analysis is of the spoken words.
I am New Mexico. Here is my family, my home, and our opportunities. New Mexico .
Watch on YouTube ↗ Transcript above is auto-generated; the analysis is of the spoken words.
New Mexico has one of the highest crime rates in the country. Politicians in Santa Fe have accepted it. Gregg Hull won't.
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CYFD took a 15-year-old American citizen to the Mexican border and told him to walk across alone. Gregg Hull will fix CYFD.
Appeal to Fear: The sentence describes a disturbing scenario involving a vulnerable minor being abandoned at a border, designed to provoke anxiety and outrage about government agency failures — for example: "took a 15-year-old American citizen to the Mexican border and told him to walk across alone".
Glittering Generalities: The vague promise to 'fix' a complex government agency offers no specific policy or plan, relying on a positive but substanceless assertion — for example: "Gregg Hull will fix CYFD".
New Mexico's kids deserve better. Gregg Hull will bring a brighter future to the next generation of New Mexico. Vote Gregg Hull for Governor.
Appeal to Fear: The phrase implies the current situation is failing children, creating anxiety about the status quo to motivate action — for example: 'deserve better'
Glittering Generalities: Vague, emotionally positive language about a 'brighter future' with no specific policy substance — for example: 'brighter future'
Flag-Waving: Patriotic, religious, or in-group identity invoked to validate a position.
Slogans: Catchy phrase used to compress a complex position into an emotionally loaded shorthand.
New Mexico has the energy resources to create jobs & strengthen our economy. Gregg Hull has the leadership to make it happen. Watch the video.
Glittering Generalities: Vague positive framing around 'jobs' and 'strengthen our economy' without specific policy details — for example: create jobs & strengthen our economy and has the leadership to make it happen.
Twelve years as Mayor of Rio Rancho, and the results speak for themselves. Gregg Hull doubled the police budget. He kept Intel and thousands of good jobs in New Mexico. He built one of the fastest growing and most affordable cities in America. Now he wants to do the same for our state.
Card Stacking: The sentence selectively highlights positive metrics about the city's growth and affordability without acknowledging any counterarguments or downsides, presenting a one-sided picture — for example: 'one of the fastest growing and most affordable cities in America'
Glittering Generalities: The phrase 'do the same for our state' is vague and emotionally appealing without specifying what concrete actions or policies would be implemented — for example: 'do the same for our state'
New Mexico's crime problem isn't inevitable — it's the result of leadership that doesn't meet the demands of keeping our communities safe. Gregg Hull has a real plan: competitive pay for our police, stronger recruitment and retention, and the resources departments need to do their jobs. It's time for a change in New Mexico.
Scapegoating: Blames the crime problem entirely on current leadership rather than acknowledging the complex socioeconomic factors behind crime — for example: 'it's the result of leadership that doesn't meet the demands'
Glittering Generalities: Vague positive phrases like 'real plan' and 'resources departments need' sound substantive but lack specific policy detail — for example: 'Gregg Hull has a real plan'
False Urgency: The phrase 'It's time for a change' creates a sense of urgency implying immediate action is necessary without providing a specific rationale for why now — for example: 'It's time for a change in New Mexico'
New Mexicans deserve a governor with real leadership and a record of success — not just promises. As Mayor, Gregg Hull made Rio Rancho one of the best places to live in New Mexico, building a government that earned national recognition for its financial management. That's proven, responsible leadership, and it's what hard-working New Mexicans deserve. Ready for a change?
Glittering Generalities: Uses vague, emotionally positive terms like 'real leadership' and 'record of success' without defining what they mean — for example: real leadership, record of success and proven, responsible leadership.
Black-and-White Fallacy: Implies only two options exist: a governor with 'real leadership' or one with 'just promises,' ignoring the spectrum of possibilities — for example: 'real leadership and a record of success — not just promises'
Exaggeration/Hyperbole: Claims Rio Rancho became 'one of the best places to live in New Mexico' as a direct result of Hull's leadership, an overstatement that oversimplifies complex civic outcomes — for example: 'one of the best places to live in New Mexico'
Appeal to Prejudice: The phrase 'hard-working New Mexicans' invokes in-group identity to create an emotional bond between the candidate and the audience — for example: 'hard-working New Mexicans deserve'
False Urgency: The rhetorical question 'Ready for a change?' implies a pressing need for immediate action or decision, creating artificial urgency — for example: 'Ready for a change?'
New Mexico has the talent, location, and resources to build a stronger economy — but decades of one-party rule have held us back. Gregg Hull's plan creates high-paying jobs, cuts red tape for small businesses, and gives New Mexicans a reason to stay and build their future here. It's time for a change.
Scapegoating: Blames all of New Mexico's economic struggles on a single political factor — one-party rule — ignoring the many complex causes of regional economic conditions — for example: "decades of one-party rule have held us back".
Glittering Generalities: Uses vague, emotionally positive language about jobs and futures without specific, verifiable policy details — for example: "gives New Mexicans a reason to stay and build their future here".
False Urgency: Creates a sense of immediacy and pressure to act without deliberation — for example: "It's time for a change".
Gregg Hull is proudly endorsed by the NM Fraternal Order of Police. A safer New Mexico starts with real change in leadership — a leader who supports the men and women who keep us safe.
Transfer: The endorsement from the Fraternal Order of Police is used to borrow legitimacy and authority from a respected law enforcement institution to validate the candidate — for example: NM Fraternal Order of Police
Glittering Generalities: Vague emotionally positive phrases like 'safer New Mexico' and 'real change in leadership' sound noble but carry no specific policy meaning — for example: real change in leadership
Black-and-White Fallacy: Implies that safety can only come from this specific leadership change, presenting a binary between the current situation and Hull's leadership with no other options — for example: A safer New Mexico starts with real change in leadership
New Mexico's economy is ready to take off — but years of failed leadership have been nothing short of a failure to launch. Gregg Hull's plan creates high-paying jobs, cuts red tape for small businesses, and gives New Mexicans a reason to stay and build their future here. Ready for a change? Vote Hull for Governor.
Loaded Language: The phrase 'failed leadership' and 'failure to launch' are emotionally charged terms designed to trigger negative associations with current leadership rather than convey specific factual criticism — for example: 'years of failed leadership'
Glittering Generalities: Vague, emotionally positive promises like 'high-paying jobs' and 'build their future here' sound noble and appealing but lack specific policy substance — for example: 'gives New Mexicans a reason to stay and build their future here'
False Urgency: The rhetorical question 'Ready for a change?' implies that change is needed immediately and frames the election as a critical moment requiring action, creating artificial urgency — for example: 'Ready for a change?'
Bandwagon Appeal: The direct call to 'Vote Hull for Governor' following the urgency framing implicitly pressures the reader to conform to the implied popular movement for change — for example: 'Vote Hull for Governor'
New Mexico has the talent, location, and resources to build an economic powerhouse — but years of failed leadership have held us back. It's time we had the leadership to match. Gregg Hull's plan creates high-paying jobs, cuts red tape for small businesses, and gives New Mexicans a reason to stay and build their future here. Ready for a change? Vote Hull for New Mexico.
Loaded Language: The phrase 'failed leadership' is emotionally charged, framing past governance as a total failure without specific evidence — for example: 'years of failed leadership'
False Urgency: The phrase 'It's time' implies an immediate, overdue need for change, creating artificial pressure to act now — for example: 'It's time we had the leadership to match'
Card Stacking: The sentence presents Hull's plan in entirely positive terms — jobs, cutting red tape, retaining residents — without any counterbalancing information or acknowledgment of challenges — for example: 'Gregg Hull's plan creates high-paying jobs, cuts red tape for small businesses'
Black-and-White Fallacy: The rhetorical question frames the election as a simple binary between the status quo and voting for Hull, ignoring other options — for example: 'Ready for a change?'
Bandwagon Appeal: The imperative 'Vote Hull' implicitly pressures the reader to join others in supporting Hull, framing it as the obvious collective choice — for example: 'Vote Hull for New Mexico'
Today, I'm honored to receive the endorsement of former Las Cruces Mayor Ken Miyagishima in our campaign for Governor of New Mexico. Mayor Miyagishima has made the decision to suspend his own campaign for Governor and unite behind our campaign because he believes New Mexico needs experienced, proven leadership at this critical time. I'm grateful for his confidence, his friendship, and his willingness to put the future of our state first. This endorsement sends a clear message that Experience Matters. Together, we're building a broad coalition focused on creating safer communities, strengthening our economy, improving education, and delivering results for every New Mexican. Thank you, Mayor Miyagishima, for your support and your commitment to moving New Mexico forward. Join our campaign or donate at: GreggHull.com. #GreggHullForGovernor #ExperienceMatters #LeadershipThatWorks #NewMexico #TeamHull
Glittering Generalities: The phrase 'Experience Matters' is used as a vague, emotionally positive slogan without specific substantive meaning — for example: Experience Matters
Gregg Hull successfully led Rio Rancho to be the thriving city it is today. New Mexico deserves a proven leader, not just another politician. Vote Gregg Hull for Governor.
Glittering Generalities: The word 'thriving' is a vague, emotionally positive descriptor used to paint Hull's leadership in an unqualified positive light without specific evidence — for example: thriving city it is today and a proven leader.
Black-and-White Fallacy: The sentence presents only two options — a 'proven leader' or 'just another politician' — ignoring the possibility that other candidates may also be proven leaders — for example: a proven leader, not just another politician.
Name Calling: The phrase 'just another politician' is used as a dismissive label to discredit unnamed opponents rather than addressing their qualifications — for example: 'just another politician'
Flag-Waving: Patriotic, religious, or in-group identity invoked to validate a position.
Slogans: Catchy phrase used to compress a complex position into an emotionally loaded shorthand.
Rio Rancho trusted Gregg Hull to lead their city and he delivered. New Mexico can trust him with our future.
Black-and-White Fallacy: Only two options presented when a range of alternatives actually exists.
Flag-Waving: Patriotic, religious, or in-group identity invoked to validate a position.
Slogans: Catchy phrase used to compress a complex position into an emotionally loaded shorthand.
Glittering Generalities: The phrase 'our future' is a vague, emotionally positive appeal with no specific policy substance — for example: our future
Gregg Hull has been tested as mayor and turned Rio Rancho into one of the best cities in America. Now, Gregg is going to do it for all of New Mexico. Elect Gregg Hull for Governor.
Exaggeration/Hyperbole: Claiming Rio Rancho is 'one of the best cities in America' is an extreme superlative without evidence — for example: 'one of the best cities in America'
Bandwagon Appeal: Implies an inevitable momentum — what was done for one city will now be done for the whole state, subtly pressuring readers to get on board — for example: 'going to do it for all of New Mexico'
As Mayor of Rio Rancho, Gregg Hull turned it into one of the best places to live in America. Now he's ready to lead all of New Mexico. Watch the video 🎥.
As Mayor of Rio Rancho, Gregg Hull turned it into one of the best places to live in America. Now he's ready to lead all of New Mexico.
Exaggeration/Hyperbole: The claim that Hull turned Rio Rancho into 'one of the best places to live in America' is an extreme superlative assertion presented as fact without supporting evidence — for example: 'one of the best places to live in America'
Glittering Generalities: The phrase 'ready to lead all of New Mexico' uses vague, positively charged leadership language without specifying any concrete policy or qualification — for example: 'ready to lead all of New Mexico'
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