Home>Feature>Murphy non-profit launching $1.25 million ad buy

Gov. Phil Murphy in a TV ad being launched by New Direction NJ, a non-profit formed to advance his political agenda. (Image: New Direction NJ.)

Murphy non-profit launching $1.25 million ad buy

Governor: ‘The pandemic exposed a deeply unfair status quo, so together we’ll build a new economy working for everyone’

By David Wildstein, September 21 2020 3:47 pm

A non-profit run by advisors to Gov. Phil Murphy will launch a $1.25 million television and digital ad buy on Tuesday features Murphy at an empty baseball stadium promising to rebuild New Jersey’s economy after the pandemic.

New Direction NJ was formed as a 501c4 advocacy group after the 2017 election by Murphy allies to promote the governor’s political agenda.

The ad, “Ball Park,” addresses income disparities Murphy were exposed during the coronavirus pandemic. The ads come less than a week after Murphy and Democratic legislative leaders announced a deal to approve a millionaires tax that will be accompanied by a middle class tax rebate.

Script: “It’s different these days, even baseball.  We’ll get back to cheering fans in the stands, but we can’t go back to business as usual.  The pandemic exposed a deeply unfair status quo, so together we’ll build a new economy working for everyone. Creating jobs with a future.  Clean energy.  More affordable health care and education.  We won’t go back, so no one gets left behind.”

“The Murphy administration’s forward thinking policies like providing job training for displaced workers, making New Jersey a leader in the clean energy economy, reducing health care costs and expanding access to affordable coverage are exactly what our state needs to emerge from this crisis in a stronger position than ever before,” said Brendan Gill, a New Direction NJ senior advisor.  “Governor Murphy and his allies are working to move our state forward, because we can’t go back to the old ways of doing business — we need to build a stronger, fairer future together.”

The non-profit spent $2 million on TV ads two weeks before the 2019 election.

Last fall, New Direction NJ announced that it had raised  more than $6.7 million, including $4.5 million from the New Jersey Education Association and $560,000 from the Communications Workers of America.

The group says they will provide an updated list of donors at the end of the year.

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