New York mayoral candidate takes plunge, dropping $2M into catchy roller coaster ad
NEW YORK — Brad Lander rides Coney Island's famed Cyclone roller coaster while calmly taking notes on a legal pad in the second television ad of his mayoral campaign, pitching himself as a steady choice and hoping to improve his third-place standing three weeks before the election.
The campaign is dropping $2 million on the 30-second ad, which will air on broadcast and cable channels and streaming services from Tuesday through the June 24 primary, Lander campaign spokesperson Dora Pekec said. It opens by taking a shot at the front-runner in the Democratic primary, Andrew Cuomo, as well as the sitting mayor.
'New York City feels like a lot lately. It's been a wild ride,' a narrator says over footage of people riding the iconic wooden coaster. 'But it won't change if we just swap Eric Adams for corrupt Andrew Cuomo.'
The ad touts Lander's record as New York City comptroller, saying he's fought corruption, built affordable housing and taken on President Donald Trump and Elon Musk for clawing back $80 million in migrant funding from the city.
The ad also shows Lander's goofy side, as the 'dad-joke'-loving Democrat bounces back and forth in the coaster while calmly munching on a hot dog.
Lander's new ride may draw derision from rivals. His first ad showed him riding in a construction truck, leading Cuomo's team to call him 'Junkyard Brad' and compare him to children's character 'Bob the Builder.'
Coney Island is a popular location for candidates this year — comptroller hopeful Justin Brannan, who represents the neighborhood in the City Council, also recorded an ad with the Cyclone. And in 2021, mayoral candidate Andrew Yang made a splash with his own Cyclone ad.
With three weeks until the primary, Lander is seeking to climb in the polls and find the momentum he needs to turn around his chances. The Working Families Party gave Zohran Mamdani its number-one ranked endorsement on Friday, despite its long and close relationship with Lander. Its leaders instead encouraged supporters to pick Lander second.
Mamdani, a democratic socialist lawmaker, consistently outperforms Lander in polls.
Lander's new advertisement doesn't mention Mamdani, but the message emphasizing his experience and steadiness appear designed to present a contrast with the 33-year old legislator, whose limited experience has become a vulnerability on the campaign trail.
The $2 million ad spend will eat up most of the $2.8 million balance Lander's campaign reported late last month. His team has already reported spending $4.7 million — more than any of his opponents in the race. As a result, he's entering the final month with significantly less to spend than Cuomo and Mamdani.
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