Maura Healey, one of two Democrats running for attorney general, is launching her first television ad today, a high-energy 30-second spot that highlights her tenure in Attorney General Martha Coakley's office and plays off the fact that as a young woman, Healey was a hoops professional.
"When you’re a five-four pro basketball player," a male announcer says over video of Healey scoring a basket, "you learn to take on the big guys."
"But for Maura Healey, the toughest fights were protecting consumers," the announcer continues, over images of Healey greeting people and speaking in what appears to be a courtroom. "When big banks took advantage of homeowners, Maura sued them. When women’s health care was threatened, Maura protected our rights."
The spot is punctuated by short clips of Healey sinking shots on an outdoor court, which give it an uptempo feel.
In the primary, Healey faces former state senator Warren Tolman, who raised substantially more money than Healey, a former state assistant attorney general. Tolman has been airing ads for two weeks.
Polls have found many likely primary voters haven't made up their mind about the race to succeed Coakley, who is running for governor.
Tolman's first TV spot emphasized his support for abortion rights. Healey's touches on a few subjects, underlining that she has experience in the courtroom and, echoing a theme of the woman she is trying to succeed, that she'll look out for average folks.
"The big guys have plenty of lawyers, the attorney general’s job is to fight for the rest of us," Healey says in the spot.
The winner of the Sept. 9 Democratic primary will face Republican John B. Miller, the sole GOP candidate running. The general election is Nov. 4. Joshua Miller can be reached at firstname.lastname@example.org. Follow him on Twitter @jm_bos.