sentences:  The Army's guide to protocol instructs service members to call members of the U.S. Senate "sir", "ma'am" or "senator".Fiorina used this incident prominently in campaign ads, as did David Zucker, who directed a humorous commercial for RightChange.com titled 'Call Me Senator'.In February 2010, Carly Fiorina put out a campaign ad attacking Republican rival Tom Campbell featuring a "demon sheep", creating international, mostly negative, publicity.