Republican Charlie Baker, returning to a core message of his campaign for governor, plans to release a new television ad on Saturday that argues he can help create jobs just as his mentor, Governor William F. Weld, did in the 1990s.
The upbeat 30-second spot is the third from the Baker campaign and a sharp contrast from the dark images and ominous tone in a pro-Baker super PAC ad that accuses Democrat Martha Coakley of failing to protect abused and neglected children.
The new Baker campaign ad is titled, "Job Leader," and the word "leader" appears numerous times, in text and in the script.
"Massachusetts once led the nation in jobs," a male narrator says in ad, which shows quick-cut images of an MBTA train, solar panels and sparks flying from a lathe. "That was when Charlie Baker was Bill Weld's leader on the economy."
As the ad shifts to images of Baker and Weld, the narrator continues: "It's no coincidence: Cutting taxes, and managing Beacon Hill in a bipartisan way, Baker helped make us a leader."
Baker himself then pledges to make Massachusetts a leader on jobs, education and welfare reform. The ad closes with a diverse array of workers saying, "It's about jobs. Good jobs. Better jobs," and shows Baker high-fiving a female employee in what appears to be a factory.
The ad is the second from the firm Jamestown Associates, which the Baker campaign hired last month after cutting ties with Pinpoint Media, its first advertising firm, which produced a positive spot featuring Baker's 17-year-old daughter, Caroline.