Getting a jump on his six Democratic rivals for Maryland governor, state Sen. Richard S. Madaleno Jr. is up with the first cable TV ad in the 2018 primary election campaign.
The positive 30-second spot is running on CNN and MSNBC in the Montgomery County political base that Madaleno has represented in the General Assembly for 16 years.
What the ad says: The ad shows Madaleno in a variety of roles — “husband, father, state senator, budget chair, chief dishwasher.”
The voice-over says: “Rich has done a great job getting results on progressive priorities.” It cites banning assault weapons, passing marriage equality and protecting Planned Parenthood.
“Now Rich is running for a new job — governor,” the ad says.
The spot then sets out three aims of his candidacy, backed with appealing visuals: helping students graduate college without debt, passing tax relief for working families and making prescription drugs more affordable. All are high-priority items for Maryland’s Democratic elected officials
Maryland Policy & Politics
It then shifts to a dig at his party’s favorite villain — Republican President Donald Trump, whom Democrats would like to tie to GOP Gov. Larry Hogan as tightly as they can.
Flashing a picture of Trump, the ad says: “And until this guy loses his job, Rich will fight him and his agenda.”
The facts: Madaleno’s claims about his policy priorities are consistent with his record. One quibble: He is vice chairman of the Budget & Taxation Committee, though he does chair one of its subcommittees. “Budget chair” is more pithy.
Analysis: Madaleno flashes a quick picture of himself with his husband and their two adopted children but otherwise doesn’t emphasize his identity as the only openly gay candidate in the field. It introduces Madaleno to Democratic voters while stressing a few of their top issues. It makes no mention of his opponents.
The reference to “chief dishwasher,” with video of him at a kitchen sink, provides a humanizing and humorous touch.
Conspicuous by its absence is any reference to Hogan.