Rep. Mikie Sherrill (D-Montclair) is about as safe as can be in her re-election bid this year, but that isn’t stopping her from airing a seven-figure TV and digital spot reintroducing herself to voters in New Jersey’s 11th congressional district – and beyond.
The ad, “Always Forward,” focuses on Sherrill’s history as a U.S. Navy helicopter pilot and three-term congresswoman; it makes no mention of Sherrill’s Republican opponent this year, Belleville building inspector Joseph Belnome.
Script: “She’s sworn oaths to support and defend us: Democrat Mikie Sherrill. As a U.S. Navy helicopter commander, now as congresswoman. Mikie Sherrill’s direction: always forward, leading the fight to protect every woman’s reproductive freedom, strengthen our democracy, and build a stronger, more affordable future for New Jersey. Mikie Sherrill: her patriotism runs deep; her optimism, it’s relentless. Go boldly, New Jersey – forward, with Democrat Mikie Sherrill.”
Sherrill’s campaign did not specify exactly how much it was putting behind the ad, but any “seven-figure” amount would make up a substantial portion of the $1.7 million she had on-hand at the end of June. (Updated campaign finance reports won’t be available until October.)
Sherrill, who flipped the 11th district from Republicans in the 2018 blue wave, won re-election in 2022 against Republican Paul DeGroot in a 19-point landslide after her district was redrawn to be significantly more favorable to Democrats. Neither party thinks her contest this year against Belnome will be competitive.
But Sherrill might have another election on the horizon she’s looking towards: the 2025 governor’s race. It’s long been anticipated that Sherrill plans on running for governor (she told Axios recently that she’s “strongly considering” a campaign), and any congressional ads she runs this year to boost her name ID in the New York media market can only help.
Another potential gubernatorial contender, Rep. Josh Gottheimer (D-Wyckoff), has a similar opportunity open to him this year – and he has $19 million in the bank to spend if he wants. Both candidates, however, will have to make sure their ads focus on their congressional campaigns in order to avoid running afoul of state campaign finance law, hence Sherrill’s more all-purpose messaging in the ad she debuted today.