Dan Osborn's Populist Ads Drive Close Nebraska Senate Race, Poll Shows 1% Gap Against Ricketts

Independent U.S. Senate candidate Dan Osborn's advertising campaigns have become a focal point in Nebraska's political landscape, drawing attention for their populist messaging. As noted by Armand Domalewski on social media, "These were Dan Osborn’s ads," referring to the distinctive campaign spots that highlight Osborn's working-class background and anti-establishment stance. These advertisements are crucial in his bid to unseat incumbent Senator Pete Ricketts in the upcoming 2026 election, following a surprisingly strong performance in 2024.

Osborn, a Navy veteran, industrial mechanic, and former union leader, has leveraged his ads to portray himself as an authentic voice for everyday Nebraskans. His campaign spots often feature him in work attire, directly contrasting with traditional political imagery. One notable ad features Osborn stating, > "I don't even own a suit," while another emphasizes his local ties with the line, > "I’m Dan Osborn. I approve this message because the only thing on the back of my jacket is Nebraska."

This independent appeal has been met with significant pushback from Republican opponents, who have utilized their own advertising to frame Osborn as a hidden partisan. In the 2024 election, then-incumbent Senator Deb Fischer's campaign and allied groups ran ads labeling Osborn a "dangerous Trojan Horse" and a "Bernie Sanders-type Democrat." Similarly, Senator Pete Ricketts' campaign has criticized Osborn for alleged ties to Democratic power players, despite Osborn's consistent refusal of party endorsements.

Osborn's fundraising strategy further underscores his unconventional approach, primarily relying on small-dollar individual donations and actively rejecting corporate PAC contributions. However, campaign finance reports showed some Democratic-aligned super PACs contributing to outside groups that supported Osborn's 2024 campaign, leading to accusations from Republicans that he is a "fake independent." Osborn maintains his commitment to an independent platform, aiming for a non-partisan caucus in the Senate.

The impact of Osborn's campaign, fueled by his distinctive advertising, is evident in the competitive nature of the Nebraska Senate race. In 2024, he garnered 47% of the vote against Senator Fischer, an unprecedented showing for an independent in the deeply red state. Current internal polling for the 2026 election indicates a tight contest, with Osborn trailing Senator Ricketts by just one percentage point, 45% to 46%, challenging Nebraska's Republican dominance.