In
1972, Helms announced his candidacy for a seat in the United States Senate. He won the Republican primary with 60.1 percent of the vote and eliminated two intraparty opponents. Meanwhile, the Democrats retired the ailing Senator
B. Everett Jordan, who lost his primary, 55.3 percent to 44.6 percent, to Congressman
Nick Galifianakis of
Durham. Benefiting from
Richard Nixon's landslide re-election, Helms became the first Republican elected to the Senate from North Carolina in the
20th century. Helms polled 795,248 (54 percent) to Galifianakis' 677,293 (46 percent).
In 1978, Helms successfully defended his seat against state Insurance Commissioner John Ingram in a low-turnout off-year election. Helms received 619,151 votes (54.5 percent) to Ingram's 516,663 (45.5 percent). Ingram carried the strong support of President
Jimmy Carter. The 1978 election would give Helms his largest margin of victory in his five Senate campaigns.
In 1984, in the most expensive Senate campaign up to that time, Helms narrowly defeated powerful two-term Governor
Jim Hunt, thanks in part to then-President Ronald Reagan's support and popularity in North Carolina. Helms polled 1,156,768 (51.7 percent) to Hunt's 1,070,488 (47.8 percent). Although this was a solid victory against a formidable opponent, it should be noted that President Reagan carried the state with 62 percent of the vote, and GOP gubernatorial candidate
James G. Martin won with 54 percent.
In both 1990 and 1996, Helms won against
Harvey Gantt, the former mayor of
Charlotte. Both campaigns attracted major national attention not only because of Helms' national prominence and controversial positions on many issues, but also because Gantt was an
African-American whose race and moderate-to-liberal political views provided a stark contrast to Helms. Helms' 1990 victory has been partially credited to a late-running television commercial that urged white voters to reject Gantt because of the Democratic candidate's support for
affirmative action programs. The ad showed a white man's hands ripping up a rejection notice from a company that had not hired him due to affirmative action policies that had given the job to a black person. The ad was the brainchild of
Dick Morris, who in the 1990's would become a key political advisor to President
Bill Clinton. Helms won the 1990 election by 1,087,331 votes (52.5 percent) to Gantt's 981,573 (47.4 percent). In his 1990 victory statement, Helms mocked the major North Carolina newspapers for their unhappiness over his victory, quoting a line from "
Casey at the Bat": "There's no joy in Mudville tonight."
In 1996, Helms drew 1,345,833 (52.6 percent) to Gantt's 1,173,875 (45.9 percent). Helms supported his former Senate colleague
Bob Dole for president, while Gantt endorsed
Bill Clinton.
Although Helms is generally credited with being the most successful Republican politician in North Carolina history, it is also worth noting that his largest margin of victory in any of his five elections was 54.5 percent of the vote. In North Carolina Helms was a polarizing figure, and he freely admitted that many people in the state strongly disliked him: "They (the Democrats) could nominate
Mortimer Snerd and he'd automatically get 45 percent of the vote." Helms was particularly popular among older, conservative constituents and was considered one of the last "
Old South" politicians to have served in the Senate. However, he also considered himself a voice of conservative youth, whom he hailed in the dedication of his autobiography. He is widely credited with helping to move North Carolina from a one-party state dominated by the Democratic Party into a competitive two-party state that usually votes Republican in presidential elections. Under Helms' banner many white conservative Democrats in eastern North Carolina switched parties and began to vote increasingly Republican.