A recent campaign ad highlights the vulnerability of Rep. Eric Swalwell (D-Calif.) as billionaire Tom Steyer, one of Swalwell’s main challengers for California governor, leverages Swalwell’s own words against him. The ad plays a crucial role in demonstrating how political campaigns can be waged with creativity and precision, especially in the age of social media.
Steyer’s strategy is straightforward: use Swalwell’s own videos to frame him as ineffective. The ad opens with a sharp reminder of Swalwell’s responsibilities. It features multiple clips of him lounging by the pool and lifting weights while declaring, “I should be working.” This phrasing is significant; it highlights the dissonance between Swalwell’s casual activities and his obligations as a congressman. It sets the stage for a critique that many voters might find relatable: a public servant who is not serving.
The ad goes further, citing statistics about Swalwell’s missed votes during the prolonged government shutdown in 2025. “In 2025, Eric Swalwell missed 95 votes,” the ad states. The facts are stark, especially when comparing Swalwell’s attendance to that of his deceased colleague, Rep. Raul Grijalva. This juxtaposition is both shocking and effective; it calls into question Swalwell’s commitment to his role in Congress at a time when California voters want accountability and action.
Steyer’s campaign asserts that Swalwell has missed 68% of votes since announcing his candidacy for governor. Such statistics give weight to the ad’s assertion that Swalwell is asking for a promotion while failing to show up for his current job. The logic is difficult to refute and leaves Swalwell’s camp in a defensive position.
Democratic commentator Kaivan Shroff aptly described the ad as “savage,” indicating that the tone of this primary race is heating up. Many are noticing that the stakes are high and the competition will be fierce. With prominent figures in mainstream media echoing sentiments like “brutal ad,” it becomes clear that this isn’t just another campaign tactic; it’s a signal of an all-out battle for the governorship.
Swalwell has used social media to connect with constituents, often expressing frustration about Republican maneuvers that he blames for the shutdown. In his own words from a poolside video, he says, “I should be working right now. I should be in Congress.” This clip, once meant to portray him as relatable and hard-working, has been twisted into a weapon against him. Instead of bridging a connection, it has become a glaring reminder to voters of his detachment from his congressional duties.
Jonathan Turley’s commentary adds another layer. He noted that Swalwell “is being outvoted by deceased colleagues,” which delivers a damning punchline to the argument. It emphasizes that this isn’t just about missed votes; it’s about accountability and effectiveness. It challenges the narrative Swalwell has tried to cultivate and forces voters to reassess their perception of him as a diligent public servant.
The background of Swalwell’s predicament underscores the shifting dynamics in Democratic primaries. An ad like Steyer’s signals a dangerous shift where once-cooperative political allies morph into adversaries. As Swalwell’s campaign gears up, the pressure intensifies, and how he responds to these attacks may dictate the tone of his campaign moving forward.
In the end, this clash encapsulates a broader trend in modern campaigning: using public personas to create political narratives. As voters prepare for this high-stakes election, they will likely weigh Swalwell’s past actions alongside Steyer’s charged accusations. The reception of the ad and voter response will be crucial in determining the outcomes of their campaign battles.
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