Democratic former Rep. Abigail Spanberger is launching her first TV ad of the 2025 Virginia governor’s race, detailing her background as she ramps up her campaign in one of the most closely watched elections of the year.
“Too many politicians talk when they should listen and divide instead of unite. Enough is enough,” Spanberger says in the 60-second spot, shared first with NBC News. She also highlights her experience in the CIA and her time in Congress, stressing her work with both parties.
Virginia is one of two states, along with New Jersey, with governor’s races this year, and both will be viewed as early indicators of the political environment ahead of the 2026 midterm elections. Spanberger faces Republican Lt. Gov. Winsome Earle-Sears, as neither party has a contested primary for the nomination.
Spanberger’s new ad will air in the Richmond and Norfolk media markets, and her campaign is spending $141,00 so far on the ad buy, bringing the campaign’s ad spending to $643,000, according to the ad tracking firm AdImpact.
In the ad, Spanberger pledges to “work to lower costs, let people keep more of their money and make Virginia schools the best in the nation,” adding that she is a mother of three girls who attend public schools. The ad also briefly refers to local news coverage of unemployment claims in Virginia “skyrocketing” as the Trump administration has slashed the size of the federal government. The layoffs could be an issue in the governor’s race, as the commonwealth is home to scores of federal workers.
Earle-Sears has already hit the airwaves, having spent $873,000 so far on two TV ads also touting her background. Her latest spot launched Wednesday, detailing her service in the Marines and her work with GOP Gov. Glenn Youngkin, who cannot run for re-election because of term limits.
“If you want another typical politician, look to Washington, but if you want a United States Marine who will always fight for Virginia. I’d be honored to have your vote,” Earle-Sears says in the ad.
Democrats have found success at the federal level in Virginia in recent elections, but the governor’s race is expected to be competitive. Trump lost the commonwealth by 6 percentage points in November, a 4-point improvement on his 2020 margin. Youngkin won his first term in 2021 by 2 points.
