California Gov. Gavin Newsom is launching a major advertising campaign to persuade voters to support his initiative aimed at reshaping the state’s congressional districts ahead of the 2026 midterms.

The Democratic governor debuted two ads Tuesday on social media—part of at least nine spots scheduled for release this week—as the ad war over Proposition 50 begins in earnest. The measure would allow Newsom to redraw California’s congressional districts, potentially neutralizing the GOP advantage expected from Texas’ new Republican lines.

“This is a shock-and-awe approach. It’s not your grandmother’s media campaign where you do one woodworking ad and put it across all platforms. We’re living in a very different media environment,” Sean Clegg, a senior Newsom strategist, told Politico.

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