Carly Fiorina is hitting her opponent in California, incumbent Sen. Barbara Boxer, for demanding to be called "senator" instead of "ma'am" by Army Corps of Engineers Brig. Gen. Michael Walsh at a Senate Environment and Public Works Committee hearing in June 2009, the idea being that Boxer is "arrogan[t]" and Fiorina will come to Washington to do away with that sort of attitude. Here is Fiorina's latest TV ad:

A side note: what the ad does not show is that, hilariously, after Boxer made this demand, Walsh responded, "Yes, ma'am."