This ad aims at Republican Party primary voters. They are angry, rural, and they want change in a rightward direction. This ad memorably associates Ms. Ernst with cutting spending, repealing Obamacare, and castrating hogs. Now that is an angry metaphor, though delivered with an approachable smile. The ad taps into the anger of Ms. Ernst’s targets and, at the same time, gives that target a little metaphoric fun. Republican Party primary voters had to be squealing with delight. However, as effective as it is with Republican Primary voters, I doubt we’ll see it again in the general election.