Sam Bregman turns up the heat on Deb Haaland over unanswered debate challenge

Democratic gubernatorial candidate Sam Bregman is turning the screws on rival Deb Haaland over what he calls her continued refusal to debate him ahead of the June primary.

Bregman unleashed a hard-hitting campaign ad Friday, which marks 100 days since he challenged Haaland to a series of policy debates. In the ad, he speaks directly to the former congresswoman and U.S. interior secretary.

“People deserve debates, Deb,” a straight-faced Bregman says as he looks directly at the camera. “You in?”

The ad is another sign of an increasingly competitive — and hostile — Democratic primary between Haaland and Bregman, who currently serves as the district attorney in Bernalillo County.

While former longtime Las Cruces Mayor Ken Miyagishima is also seeking the Democratic nomination for governor, Haaland and Bregman have higher name recognition and fundraising that dwarfs Miyagishima’s.

A spokesperson for Haaland’s campaign said Haaland is taking her message directly to voters while also taking a swipe at Bregman over allegations sections of his 189-page policy plan were plagiarized.

“In the last few weeks, Deb has been to the border to talk about how Trump’s tariffs are increasing prices on everything from cars to groceries. She’s talked with New Mexicans about partnering the trades with our public schools to create pathways to good paying jobs. Deb is working with educators about teaching kids to read earlier and with police chiefs about making our communities safer,” Hannah Menchhoff said in a statement.

“Sam wants to talk to Deb about the plan he plagiarized. Deb is busy talking to New Mexicans about building a stronger future,” Menchhoff added.

Bregman’s ad, titled “Kick the Tires,” compares voting for a new governor to buying a car.

The ad places Bregman, who is wearing blue jeans, boots, his signature black cowboy hat and a brown jacket with the logo of the Santa Teresa International Livestock Crossing, at an automobile dealership.

“When you’re looking for a car, you kick the tires. You do a test drive, compare and contrast it with others,” Bregman says in the ad. “When choosing a governor, New Mexicans deserve the same opportunities.”

Bregman says he’s put forward “a detailed plan with real solutions for New Mexicans” and then notes his debate challenge to Haaland has gone unanswered.

“I’ve asked my opponent, Deb Haaland, to join me in a series of debates. That was months ago,” he said.

The ad aired on morning news programs in Albuquerque and El Paso on all three network stations and is scheduled to air on ESPN in the afternoon, also in both cities.

“It’s a one-day buy on TV and then a week on social ads,” Joanie Griffin, a spokesperson for Bregman’s campaign, wrote in a text message.

In a news release, Bregman’s campaign said Haaland agreed to participate in a single forum in May but notes it comes just a month before the primary election “after many voters will have already formed their opinions and cast early ballots.”

“Voters deserve more than one carefully controlled appearance at the very end of the campaign,” Bregman said in a statement. “Debates are where candidates answer tough questions, challenge each other’s ideas, and show how they would lead. Avoiding that process sends the wrong message.”

The campaign also highlighted a website — DaysWithoutDebate.com — that tracks how long his debate challenge to Haaland has gone unanswered.

“She may think she’s the presumptive nominee of the Democratic Party in New Mexico,” Bregman said. “She’s not. The people decide — and they deserve respect, honesty and a real conversation about the future of this state.”