From the Los Angeles Times:
"A week after her rival, Democratic Sen. Barbara Boxer, aired spots attacking her tenure as chief executive of Hewlett-Packard, Fiorina’s first general election ad uses campaign footage from a well-known exchange between Boxer and Army Corps of Engineers Brig. Gen. Michael Walsh at a hearing more than a year ago of the Senate Environment and Public Works Committee, which Boxer chairs."
Boxer's exchange with the general:
"In the brief clip used by Fiorina’s team, Boxer has interrupted Walsh after he’s addressed her as ‘Ma’am’: “You know, do me a favor. Could you say ‘Senator’ instead of ‘Ma’am’? It’s just a thing. I worked so hard to get that title, so I’d appreciate it,” Boxer says to Walsh.
“Twenty eight years in Washington, and Barbara Boxer works hard for a title?” Fiorina says into the camera with a quick raise of her eyebrows. “I’ll really go to work — to end the arrogance in Washington.”