So, is it too soon to start thinking about Election 2014?
If you think so, think again. (Or maybe turn off your TV.)
“One Tough Nerd” is back on the air with a 60-second ad called “Michigan is Back,” and it’s basically the launch of Governor Rick Snyder’s campaign for a second term. That’s despite the fact that Snyder continues to insist that he’s not an “official” candidate and, furthermore, that it wouldn’t be a good idea right now: “When you have the official candidate kind of role, it makes it more confusing for people.”
He also said last weekend at a Republican conference on Mackinac Island that an early launch isn’t necessary because, unlike his political debut in 2010, people now know who he is and he doesn’t have to build name identification.
Yet, not even a week passed before the governor’s reelection campaign made what appears to be a significant ad buy, maybe more than $500,000. Not only is he on the air earlier than anyone else, he’s up four months earlier in the cycle than last time around when he was unknown.
So what gives? It’s interesting that a governor who makes a point of being a non-politician (or, as he prefers, “not your typical politician") is now cutting distinctions that only a politician would make – the kinds of fine-pointed legalisms that typically get teenagers grounded. Governor Snyder is a candidate and should be viewed as such.
We here at It’s Just Politics have never accepted that Snyder was committed to any course other than seeking a second term. And once again, his actions and behavior (as well as most of his words) have borne that out. So why would Snyder belie his own analysis by going up so early? Here are some ideas:
- Habit. The last time around, Snyder also launched early. We were introduced to “One Tough Nerd” on Super Bowl Sunday 2010, when he was a largely unknown businessman running against some better-known established political names. It worked before.
- Numbers. Most polls this far out show the governor running at least a little ahead of Mark Schauer - the almost-certain Democratic candidate. But, Snyder is still below that crucial 50 percent mark in every poll that we’re aware of. He’d certainly like to move that number up to a more-comfortable place, preferably before another poll comes out. That would appease Republican funders, too. And this might be the moment, the public seems to be responding reasonably well to some of his very assertive actions in Detroit.
- Image. If Rick Snyder wants to remain on top, he’s got to retain control of his image. And maybe the best way is to get out before the Democrats get busy trying to define and redefine impressions of “One Tough Nerd” in the public mind. (Democrats have already crafted their counter-persona, “One Weak Geek.”)