Gov. Kristi Noem (R-South Dakota) and her mom, Corinne Arnold, released one of the funniest and most wholesome advertisements this election cycle for Noem’s re-election bid.

The lighthearted commercial casually highlights some of the governor’s biggest accomplishments, such as a booming economy, and her mother’s excitement to share her message.

Arnold: Kristi, people need to know all the good news in South Dakota.

Noem: This is my mom.

Arnold: I’m texting all my friends. Our state stayed open for buisness. Best economy in America. Lowest unemployment. We got to get the message out in a big way!

Noem: Okay?

Arnold: How about Instagram? A TikTok dance! Virtual reality!

Noem: Together, we’ve made South Dakota stronger than ever. No matter how you say it.

It’s not often a voter gets to see a candidate’s mother holding a selfie stick and attempting to do a TikTok dance, especially in such a serious political climate.

I couldn’t be more proud of everything that Kristi has done for South Dakota. I am her mom… but I know I’m not the only one that texts my friends about all the great things happening here in South Dakota! pic.twitter.com/sVwKo6I5s5

— Corinne Arnold (@GovsMom) August 1, 2022

As Noem is in a safe Republican state, she has the freedom to get creative, and thankfully she is. It’s encouraging to see campaigns take a positive approach to highlight their candidate’s strength, as opposed to just attack ads.

What this advertisement in particular also does so well is that it’s clever without being flashy. There are only so many stunts Republicans can pull off on video without voters questioning their authenticity. Simplicity is sometimes the key to impactful messaging, as the goal for Noem’s race is to really boost turnout and rally support around her.

As one of the few governors who vocally opposed pandemic lockdowns, the Republican gained national attention for her leadership. South Dakota was typically not considered an up-and-coming state, but Noem’s leadership has helped turn the tide.

I spoke with Noem in June about her book, “Not My First Rodeo.” In the interview, she went into detail about how her faith and upbringing influenced where she is today.