A man in a button-down shirt and sweater looks right at the camera and says: "Hi. I'm Mike Heffernan and I'm running for treasurer."
A microphone on a long pole suddenly shows up in the shot, Heffernan breaks into a big grin, and a young voice yells "Cut!"
Then the explanation from the candidate of the humorous television spot: "I'm too cheap to waste money on a pricey TV ad, so I'm enlisting the help of my family to make my commercial."
The Republican candidate for an office the vast majority of Massachusetts voters probably don't know much about is poised to launch a light-hearted television advertisement Monday, with his family, the ad's "crew," extolling the highlights of his resume.
Heffernan's wife, Peggy, brushing lint off his sweater, reminds the candidate to tell viewers about his financial experience and how he "helped start a tech company here in Massachusetts."
One of his daughters, Elizabeth, sitting in a director's chair, reminds Heffernan to talk about a local publication lauding him.
And Heffernan's father, holding a cue card, presses his son to talk about the candidate's upbringing in Southborough.
The 30-second spot follows in the footsteps of other candidates who have worked to distinguish themselves in an ad with their family.
Most notably, former treasurer Tim Cahill was seen to have differentiated himself from a crowded field in 2002 with a commercial featuring his daughter telling voters to back "Tim for Treasurer."
At the end of the new spot, Heffernan tells viewers that the state needs a treasurer who is budget conscious.
"Frugal," his wife chimes in as the candidate breaks into a laugh.
Heffernan faces Democrat Deb Goldberg, a former member of the Brookline Board of Selectmen, who is poised to launch her own television ad Tuesday, reprising a spot she aired during the primary election that ticks through her biography and underscores her policy priorities.
Heffernan, Goldberg, and Green-Rainbow candidate Ian T. Jackson will face off on Nov. 4 in the race to succeed Steve Grossman, who ran unsuccessfully for the Democratic nomination for governor.