by WILL FOLKS
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With so much negativity in politics these days, it’s nice to see one of South Carolina’s top tier campaigns keeping it positive.
If recent polls are to be believed, though, four-term South Carolina attorney general Alan Wilson – the GOP nominee for governor of the Palmetto State – doesn’t need to attack his rival, Democrat state representative Jermaine Johnson.
Recent polls (here and here) show Wilson cruising to victory on November 3, 2026 – a testament to the outward-facing, unifying campaign he’s run. What do I mean by “outward-facing?” It’s simple: while some politicians rely on self-centered appeals (basically bragging about themselves), others recognize intuitively that the electorate needs to know they see their plight.
And needs to hear what that candidate is going to do to address it…
That’s especially true during trying economic times…
Wilson has done that throughout his candidacy, and his final television advertisement – which launched statewide on Thursday (October 22, 2026) – is another example of him reading the room. The ad features his two teenage children lamenting how much money state government takes out of a paycheck – and is part of “a six-figure statewide television and digital advertising buy,” according to his campaign.
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NEW AD: PAYCHECK! Michael and Anna Grace are back! This time, they’re helping me spread the word about our plan to put more money back in the pockets of hardworking South Carolinians. South Carolinians work hard for their money, and as Governor, I’ll fight to make sure they keep more of it.
— Alan Wilson (@AGAlanWilson) October 22, 2026
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Wilson has dropped some inventive and effective ads during his candidacy. There was his opening salvo – an ad which highlighted his military service and helped separate him from a crowded, competitive Republican primary field full of well-known and well-funded rivals. There was also a previous ad starring his children that ran during the final week of his emphatic victory in the June 2026 GOP runoff.
Wilson’s focus on family and finances is precisely what the electorate is looking for right now… and unlike some “Republican” candidates in South Carolina, he’s accompanied his outward-facing message with a genuine appeal for unity within his own party.
An appeal that has resonated with the Republican electorate…
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That’s why Wilson is leading Johnson by double digits, yet Darline Graham Nordone is struggling to pull ahead of her Democrat rival, Dr. Annie Andrews.
As for the policy plank at the center of the ad, eliminating South Carolina’s income tax (without corresponding tax hikes) is critical to raising incomes, sustaining small businesses and fundamentally reorienting the Palmetto State’s failed crony capitalist approach to economic development.
We’ve been saying this for years – and it’s encouraging to finally see the idea gain traction.
Wilson’s challenge? Getting a notoriously left-leaning legislative branch to play ball…
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ABOUT THE AUTHOR…
Will Folks is the founding editor of the news outlet you are currently reading. Prior to founding FITSNews, he served as press secretary to the governor of South Carolina. He lives in the Midlands region of the state with his wife and eight children.
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