San Francisco Mayor Gavin Newsom’s gubernatorial campaign today launched the first video ad of the 2010 Democratic primary race, a 60-second spot urging a constitutional convention to overhaul how the state governs itself.
“It’s time for a new direction in California. For too long, Californians have been victim to a broken system that leads to stalemate year in and year out,” Newsom said in his news release. “It’s time for real reform in Sacramento, reform that will put our state back on the path to opportunity and prosperity. A constitutional convention is the first step toward this larger goal.”
It could be an effective message for a campaign predicated on representing youthful vigor and change, setting itself apart from that of Attorney General and former two-term governor Jerry Brown – out with the old, in with the new, and all that. It even avoids mentioning Brown’s name. Then again, Newsom risks sending a message to voters that he’s not prepared to govern unless California radically reworks Sacramento’s rules; whether or not our system is inherently broken, voters may or may not latch onto the “I can be a great governor if…” meme.
The campaign says this spot is the first in a series to be released over the next two months, reaching more than half a million California Democratic primary voters via email, Facebook, and Twitter. And it’s to be followed by an online policy “wiki” incorporating voters’ input, as well as online organizing drive.