Jacob Ogles
Two new ads from GOP Agriculture Commissioner candidate Matt Caldwell emphasize the farm and grime aspects of the job—and also highlight the North Fort Myers’ sense of humor.
One 30-second spot, titled “No Bull,” features Caldwell in a field with a bovine co-star, rattling off political clichés with down-home aplomb.
“I’m tired of all the political bull.”
“It’s time to end the bull.”
“Tallahassee is so full of bull.”
“I’ve had enough B.S.”
At one point, Caldwell wanders away from the live bull after reciting his line muttering, “it doesn’t feel right.”
Finally, Caldwell looks at the camera and recites a campaign slogan.
“I’ll fight for Florida’s farmers and growers, and I’ll protect Florida water everyday,” he says, “and that’s no bull.”
After the final hit, Caldwell turns to the cow and apologizes.
A second spot released the same day includes highlights from his “#2LaneTravels” tour of the state.
Caldwell had released a video including some of the footage while he still sought the Republican nomination. At the time, he played up how many of the industries reminded him of the Discovery channel show Dirty Jobs, hosted by Mike Rowe.
The new ad cuts much of that footage into a lively promotional spot. It’s titled “Dirty Jobs,” again drawing heavily from the reality show’s themes and style.
“After 100,000 miles working with ranchers, farmers and growers, I can tell you the Commissioner of Agriculture oversees some dirty jobs.”
The video splices together pictures of Caldwell engaged in work days for many an unusual profession, putting him arm deep in fish guts or boot deep in other unpleasantness inside a stable.
“I’ll be the job protector for udder washers and fruit scrubbers, fish mongers and flower boxers, tractor mechanics and manure shovelers,” Caldwell says.
The positive ads come a week from Election Day, and the race for Agriculture Commissioner appears close in polls.
A new University of North Florida poll shows Caldwell behind Democrat Nikki Fried by 2 percent, within the margin of error.
But the Republican is banking on the self-deprecating humor in both ads winning over voters.
