Carlos Osorio, Associated Press
FILE - In a July 13, 2010 photo, Republican gubernatorial candidate Pete Hoekstra debates in Rochester, Mich. U.S. Senate candidate Hoekstra is planning to air his campaign's first television ad during the Super Bowl on Sunday. The former congressman issued a statement Friday, Feb. 3, 2012 saying the ad was planned and is expected to air in Michigan. Hoekstra is working to fend off two other conservatives for the chance to run against Democratic incumbent Debbie Stabenow.

LANSING, Mich. — The portrayal of a young Asian woman speaking broken English in a Super Bowl ad being run by U.S. Senate candidate Pete Hoekstra against Michigan incumbent Debbie Stabenow is bringing charges of racial insensitivity.

GOP consultant Nick De Leeuw flat-out scolded the Holland Republican for the ad calling it "appalling." De Leeuw opposes Democrat Stabenow's re-election but adds that "racism and xenophobia" aren't the way to go.

Hoekstra's Facebook page says that those "trying to make this an issue of race demonstrates their total ignorance of job creation policies."

He's hoping to get the same bump from his ad that now-Gov. Rick Snyder got with his 2010 Super Bowl ad portraying himself as "one tough nerd."

Both ads were created by media strategist Fred Davis of California-based Strategic Perception Inc.