(CNN) – California's three-way Republican Senate primary is heating up after the Carly Fiorina's campaign released a controversial Web video targeting rival Tom Campbell.
In the video, Fiorina takes issue with Campbell's views on tax and budgetary issues during his tenure in public service. Campbell has previously served as a U.S. Congressman, a California state Senator, as California's Finance Director and as a member of California Gov. Arnold Schwarzenegger's Council of Economic Advisors.
Entitled "FCINO," the online video seeks to portray Campbell as a "Fiscal Conservative In Name Only." In an effort to paint Campbell as a proverbial wolf in sheep's clothing when it comes to fiscal conservatism, the more than 3-minute video contains multiple images of real sheep. The Web video ends with images of a man crawling around on all fours in a sheep's costume that has red glowing eyes.
The video has been dubbed "demon sheep" by many political observers who have panned the video. In conjunction with the release of the video, the Fiorina campaign also rolled out www.fcino.com on Wednesday.
The campaign of Fiorina's other rival, Chuck DeVore, is wasting no time slamming the Fiorina camp for its latest online effort.
"We were stunned to be totally frank," Joshua Trevino, the communications director for the DeVore campaign, said of the "FCINO" video. The Fiorina campaign "seems intent on making Hollywood history rather than political history," Trevino also said Thursday.
Trevino also suggested that the "FCINO" video provides a troubling preview of what Fiorina might be like as a senator. But, Trevino quickly added, with Wednesday's release of the controversial video, "she is ensuring that will never happen."
Seeking to capitalize on the negative attention the Fiorina camp is receiving over the new Web video, the DeVore camp has already set up http://demonsheep.org, a spoof Web site for a non-existent group called "The Society for the Eradication of Demon Sheep from our Political Discourse."
Twitter has also been buzzing with chatter about the new Fiorina video since its release Wednesday. The Twitter hashtag "#demonsheep" is currently a trending topic for Washington, D.C.-based tweets, according to the site. And a Twitter account called @demonsheep has been set up and currently has roughly 800 followers.
The @demonsheep Twitter account is not affiliated with the DeVore campaign, according to Trevino.
The Campbell campaign has not responded to CNN's request for comment on the new Fiorina Web video.