Rep. Cramer's new ad declares that "we all like Heidi"

Representative Kevin Cramer has released a new T.V. ad for his campaign to win over the Senate seat. In this new ad, Rep. Cramer ends it with "we all like Heidi," referencing his opponent Senator Heidi Heitkamp. Is Rep. Cramer using the influence of liking or did he miss the mark with this ad?