I think this is how Jesse Helms would like to be remembered.
I was living in North Carolina at the time and had the misfortune of seeing this advertisement in real time. I would say it was disappointing, but really it was Jesse Helms, and he rarely disappointed.
Here's a fitting tribute from Michael Moore from his old and brilliant show, TV Nation (back before Moore became a caricature of himself):
Update: Hilzoy chronicles the instructive conservative reaction to the death of Jesse Helms (for example, President Bush: Jesse Helms was "an unwavering champion of those struggling for liberty", "a kind, decent, and humble man" and a "great patriot"; and John McCain (as he tries to get some conservative points while arguing he didn't say anything at all): "At this time, let us remember a life dedicated to serving this nation"), and lays out some of Helms' views in his own words.
Update #2: It turns out that John McCain's chief strategist, Charlie Black, was closely associated with some of Jesse Helms' racially-charged campaign tactics.
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