Two Baltimore-based candidates are going on air with campaign ads in the crowded 2022 Maryland governor’s race.
Democrats Mike Rosenbaum and Wes Moore are the first to move their campaign tactics from social media ads and email marketing into radio and TV ads — even with the primary election still more than seven months away.
Rosenbaum, a founder of two tech companies, launched an ad campaign on Wednesday across social media and “connected TV” services that will run for two months at a cost in the “low six figures.”
The ads promote Rosenbaum’s economic development and jobs plan called Transform Maryland. The plan includes improving mass transit, expanding affordable child care and public pre-kindergarten, and enrolling 250,000 Marylanders in job training programs.
In the 30-second ad, Rosenbaum explains the broad outlines of his plan, saying it’s needed because “talent and people across Maryland are systematically locked out of opportunity because of their race, class or gender.” Images of workers in various settings are interspersed with shots of Rosenbaum speaking.
Moore, meanwhile, has paid for radio ads on urban-format and gospel stations in the Washington, D.C. region, focused on reaching Black voters. His campaign said the cost is in “the mid-five figures” and the ads will run for four weeks.
The 60-second ad, voiced by Moore, also hits on the theme of inequity in economic opportunities, with the opening line: “Too many people do everything right and still can’t get ahead. It’s time to change that.”
In the ad, Moore goes over his plans for economic development and some high points of his biography, including losing his father as a young boy, being named a Rhodes Scholar, serving in the Army and running a national nonprofit organization.
Rosenbaum and Moore are among the nine Democrats actively campaigning for that party’s nomination. There are two Republicans who have filed to run and at least two more who have announced campaigns.
The deadline to file candidacy paperwork is Feb. 22, and the primary election is in June, with early voting from June 16 through 23 and election day voting on June 28.
The candidates are seeking to succeed Republican Gov. Larry Hogan, who is barred from running again due to term limits.