Gov. candidate's 'nerd' ad creating chatter

Mark Hornbeck / Detroit News Lansing Bureau

Ann Arbor venture capitalist Rick Snyder's "one tough nerd" gubernatorial ad first aired during the Super Bowl will be a "common thread" message throughout an unorthodox Republican campaign that will try to woo independent voters, the candidate's chief strategist said Monday.

The "nerd" line in the 60-second spot that cost more than $1 million was meant to be humorous and self-deprecating, but also impart the idea Snyder is brainy and hard-working, strategist John Weaver said in a conference call with reporters.

"The No. 1 issue in Michigan is job creation," Weaver said. "It will take a very smart guy, a very tough guy to change the way things work there.

Tom Shields, a Republican consultant based in Lansing, said he's not sure the nerd theme will work.

"Rick Snyder has a great story to tell and I don't think that ad tells it," Shields said. " 'Nerd' is for some people a negative term... Snyder is going to have to fill in the blanks to convince people they want a nerd as governor."

Stu Sandler, manager of Attorney General Mike Cox's gubernatorial campaign, said the ad is prompting chatter. He added: "What they're trying to do is switch the focus" because polling shows Snyder in the 3-5 percent range of support among expected voters. "They're trying to buy some of their own momentum."

Weaver said Snyder's approach is intended to appeal to a general audience, not just narrow conservative interests that might be traditionally expected to vote in a GOP primary. Snyder will try to lure independents, who may have recently left the Republican Party, to vote in the primary, he said.

Other Republican candidates are Oakland County Sheriff Mike Bouchard, state Sen. Tom George of Kalamazoo and U.S. Rep. Pete Hoekstra of Holland.

On the Democratic side, state Rep. Alma Wheeler Smith and Lansing Mayor Virg Bernero are candidates, while House Speaker Andy Dillon of Redford Township has formed an exploratory committee and Detroit businesswoman Denise Ilitch, ex-state Treasurer Bob Bowman and ex-Genesee County Treasurer Dan Kildee are considering bids.