Even though money can purchase many things in politics — chartered jets, campaign staff, polling and data wizardry, yard signs — there’s one precious commodity it can’t buy: attention.

Thus the new ad. “If you are pissed off about the direction of our country, let’s go,” Lamon begins, as action-movie-style music plays in the background. “If you’re ready to secure the border and stop the invasion, let’s go. If you want to keep corrupt politicians from rigging elections, let’s go.”

“Let’s take the fight to Joe Biden, and show him we the people put America first,” Lamon continues, deadly serious in tone. “The time is now. Let’s go, Brandon. Are you with me?”

It’s a marked contrast from Lamon’s gauzy biography ad, which introduces him as a genial military veteran who was able to go to college thanks to an R.O.T.C. scholarship.