Lansing — One of Gov. Rick Snyder’s mantras is “no blame, no credit” in tackling the state’s economic and governmental problems.
But in a new television ad that aired during Super Bowl XLVIII, Snyder’s re-election campaign seeks to take credit for the additional 220,000 jobs added to the private sector since the self-described nerd took office three years ago.
The Snyder campaign’s 60-second television ad touts the state’s rebound from the economic recession and calls the Republican governor Michigan’s “Comeback Kid” as he emerges from an underwater scuba dive, one of Snyder’s hobbies.
“We elected the self-made nerd as governor and he started making long, overdue tough decisions for the right reasons,” a male narrator says in the ad. “Decisions that are bringing Michigan back.”
Snyder, a former venture capitalist and computer executive, used an expensive Super Bowl ad in 2010 to help propel his obscure bid for governor to victory later that year.
This year’s ad, produced by Hollywood ad wizard Fred Davis, is largely a truncated version of the five-minute Internet commercial Snyder’s campaign produced in September for the Mackinac Republican Leadership Conference. Snyder’s campaign spent an estimated $600,000 for the ad to air during the national football championship game on Fox TV affiliates across the state.
Snyder is launching his re-election bid today with a two-day statewide tour with stops in Detroit, Lansing, Grand Rapids, Traverse City, Frankenmuth and Farmington Hills. He will likely face former Democratic U.S. Rep. Mark Schauer of Battle Creek in the November general election.
Schauer spokesman Zack Pohl said Snyder’s ad seeks to distract from the fact Michigan’s 8.4 percent unemployment remains the fourth worst among the 50 states and District of Columbia.
“Snyder’s ad shows he’s out of touch by selling more happy talk and catch phrases, when what we really need is an economy that works for the middle class,” Pohl said Sunday in a statement. “The people of Michigan aren’t buying what this governor is selling.”
The governor has resisted for months going into campaign mode, but aired a 60-second statewide TV ad in September that cost nearly $700,000, according to a campaign finance report made public Friday.
Snyder’s new ad also declares “education funding is up,” a claim Democrats dispute after the governor reduced spending on K-12 schools, community colleges and public universities during his first year in office. Snyder made targeted increases in education funding in 2012 and 2013, spending more on early childhood education and a portion of school employee pension contributions.
The Democratic Governors Association began airing an ad Tuesday featuring Schauer on camera claiming Snyder’s education funding reductions were used “to give tax breaks to businesses, even if they send jobs overseas.”