On November 4, 2009, Fiorina formally announced her candidacy in the 2010 Senate election in a bid to unseat incumbent Democrat Barbara Boxer. Fiorina's campaign in the Republican primary for that seat received a number of endorsements, including one from Sarah Palin in the form of a Facebook note. Her campaign ad about Republican rival Tom Campbell featuring a "Demon Sheep"—created by Fiorina advertising consultant Fred Davis III—generated largely negative international publicity. After the ad went viral, the California Democratic Party created a parody of the ad depicting Fiorina herself as a demon sheep.