As the primary campaign between Democratic Sen. Tom Carper and challenger Kerri Evelyn Harris in Delaware comes down to its final few days, the candidates have both released biographical ads in the mold of the viral video that helped propel the candidacy of Alexandria Ocasio-Cortez in New York.

The 2018 campaign cycle has seen a bumper crop of such videos, a reflection of the diminishing influence of TV and the heightened importance of digital organizing. A viral spot by Randy Bryce, a Wisconsin congressional candidate, propelled him to a multimillion dollar war chest and a primary victory in the seat being vacated by House Speaker Paul Ryan. (The ad may have even contributed to the timing of Ryan’s retirement.) In Kentucky, Amy McGrath, a retired Marine fighter pilot, beat her establishment-backed opponent with a lift from her own viral ad, and in Texas, MJ Hegar’s video, “Doors,” similarly launched her candidacy.

The ads, by stretching to two minutes or longer, are able to give a more visceral feel of the candidate than the bubbly 30-second spots that typically air on TV.

But while McGrath’s ad, which has been viewed nearly 2 million times, is at times a celebration of violence and militarism — it shows footage of a bombing, in which people presumably died, a jarring image for a political ad — Harris’s begins with a rumination on how her time in the sky as an Air Force loadmaster gave her a different perspective on things going on down below.

As the two-minute spots proliferate, some differences are beginning to appear within the form, as some focus exclusively on biography and generalities, while others take a more ideological turn. The ads by Ocasio-Cortez and Harris fit the latter category, as the Bronx candidate zeroed in on campaign finance — “we’ve got people, they’ve got money” — “Medicare for All,” a federal jobs guarantee, and abolishing U.S. Immigration and Customs Enforcement.

Harris, meanwhile, goes right at the heart of Delaware’s political culture. She hones in on the power of banks and pharmaceutical companies, which dominate the state. “We’re going to ensure that a corporation never outranks an individual,” she intones in her ad, released 10 days ahead of the September 6 primary. “Those of us that live in the trenches know what it takes to change our communities and make them better,” she says, over footage of her working on cars. (Harris previously worked as an auto-mechanic.)