Staff Reports
State Sen. Kelda Roys just released an eye-catching campaign ad titled “Kill Us” in her Democratic primary bid for governor of Wisconsin. The spot frames health-care policy fights as life-or-death and stages a close call with an ambulance while Roys says, “It’s almost like they’re trying to kill us.” The move is loud, blunt, and already lighting up partisan headlines — exactly what a campaign can’t afford when it wants to look steady and electable.
What the “Kill Us” ad actually says
The ad is a health-care spot on its face. Roys and supporters promise to cap drug costs, open the state health plan so more people can buy in, protect abortion rights and boost mental-health funding. The dramatic hinge is the line about Republicans and health insurers “trying to kill us,” delivered as an ambulance narrowly misses her on camera. The campaign has made a paid broadcast buy around the ad, signaling they want this message to land in many Wisconsin living rooms.
Why conservatives say the spot is tone-deaf
Conservative outlets have pounced, calling the ad “unhinged” and “insane.” Critics say the “kill us” phrasing is inflammatory and risky given past left-wing stunts — like the reported bracelets reading “Is he dead yet?” aimed at President Donald Trump — that already make voters nervous about violent rhetoric. Those critics also point out it’s odd to claim insurers profit by killing people, then expect voters to take your policy pitch seriously.
Politics, messaging, and the Wisconsin governor’s race
Roys is one of several Democrats running to succeed Governor Tony Evers. Her ad aims to carve out a strong progressive health-care identity while drawing a sharp contrast with Republican rivals like U.S. Rep. Tom Tiffany and President Donald Trump’s national agenda. But dramatic ads can cut both ways: they grab attention, yes, but they also hand a tidy attack line to opponents and may reassure nobody in the center.
Here’s the plain fact: campaigns need to persuade undecided voters, not just inflame the base. If Roys wanted to make a sober case for expanding BadgerCare or capping drug prices, she could have done that without staging a near-accident and shouting apocalypse. Whether this ad helps or hurts her primary chances will show up in polls and donations. For now, it tells you where her team is willing to play — high drama, high risk, and full of sound bites that Republicans will savor come fall.
