Sen. Barbara Boxer's (D-Calif.) campaign knew this line of attack was coming.

Republican challenger Carly Fiorina has launched a new TV spot accusing the Democrat of "arrogance."

It incorporates footage from a Senate hearing last summer when Boxer insisted Brig. Gen. Michael Walsh, of the U.S. Army Corps of Engineers, call her "senator" and not "ma'am."

Former Rep. Tom Campbell (R-Calif.) ran a similar spot against Boxer during the GOP Senate primary this spring. This is Fiorina's first ad of the general election. It closes with an unflattering image of Boxer and the caption, "so wrong, too long."

In response, the Boxer camp cited Fiorina's record as CEO of Hewlett-Packard.

"Californians are fed up with the arrogance of CEOs who take multi-million dollar bonuses and golden parachutes while the middle class suffers," Rose Kapolczynski, Boxer's campaign manager, said in a statement. "No wonder Fiorina doesn’t say one word about her own record in this ad."

Boxer had earlier been asked about her exchange with Walsh.

"In that particular moment, we were having a lot of back-and-forth," she said during her first debate with Fiorina. "This was a formal hearing, so I made the call that I should call the general 'general,' and it would be better if he called me by my formal title, instead of 'sir,' 'ma'am,' 'general,' 'senator.' "

Boxer said she offered to apologize to Walsh.

"Afterwards, I called the general and I said, 'Do I owe you an apology? Did I upset you?' He said, 'No, not at all.' And we work very well together," Boxer said.