Los Angeles (CNN) - It's another day, another controversial Web ad from California Republican Senate candidate Carly Fiorina.
Fiorina, who hopes to unseat Sen. Barbara Boxer this fall if she can emerge from a tight three-way Republican primary, has started running a new Web ad that uses the face of newly-elected Sen. Scott Brown. In the ad, a caption accompanying Brown's image reads: "Thank You Massachusetts. Now on to California. Join the Path to Victory."
But Fiorina's GOP rivals - former Rep. Tom Campbell and Assemblyman Chuck DeVore - say the ad falsely implies that Brown has endorsed Fiorina.
Campbell new media consultant Patrick Ruffini claimed that Fiorina is exploiting Brown, who became a hero to Republicans when he defeated Democrat Martha Coakley in a special election in January. "I don't know if she's claiming an endorsement, but that's up there in the Scott Brown exploitation sweepstakes," Ruffini tweeted on Saturday.
Joshua Trevino, communications director for DeVore, called the ad "deceptive and misleading".
Fiorina spokeswoman Julie Soderlund brushed off the charges and told CNN that "the ad in no way implies an endorsement."
It's unclear what kind of impact the ad will have on the race, but whatever happens, it's unlikely to make the same kind of splash as Fiorina's recent Web video attacking Campbell as big-spending wolf in sheep's clothing. That ad quickly went viral - largely due to its trippy depiction of so-called "demon sheep."