Candidate: Green Independent Pat LaMarche for governor

TV ad: “I’m Pat LaMarche”

Length: 30 seconds

Producer: Message Strategy Group, North Yarmouth

Market: Statewide before the June 13 primary. The ad could return later in the campaign.

Announcer: The candidate narrates most of the ad, followed by a male announcer who reads the tag line.

Visuals: The ad begins with LaMarche talking with Mainers, and then shifts to the candidate speaking directly to the camera. The ad also shows scenes of Mainers, including young people walking outside and a doctor examining an X-ray. The ad ends with LaMarche and her campaign logo.

Audio: “I’m Pat LaMarche and I want to be your next governor.

“Maine is a great place to live, but we also face some tough challenges.

“It is time Maine found relief from our crushing tax burden.

“We need to improve our overall education system and every Mainer deserves health care.

“Over the next few months I will outline my plans for Maine, plans I’ve learned from you for listening to you for more than 20 years.

“I’m Pat LaMarche and I want to be your next governor.”

Announcer: “LaMarche, for change, for Maine, for governor.”

Purpose: The ad is intended to introduce LaMarche to the electorate.

Accuracy: There aren’t any real facts to check in LaMarche’s first TV advertisement. In fact, you’d be hard-pressed to find anyone in the state who doesn’t want to improve the education system, expand access to health care and reduce the tax burden. The argument comes when candidates start talking about how those goals are accomplished.

Our view: This isn’t LaMarche’s first run at major elected office. She ran for governor in 1998, winning just under 7 percent of the vote, and was the vice presidential candidate on the national Green ticket in 2004. Paired with presidential nominee David Cobb, the pair won less than 1 percent of the vote in Maine. Democratic candidate John Kerry carried the state with 54 percent of the vote to George Bush’s 45 percent.

Despite her exposure, LaMarche still needs to introduce herself to voters in the state and prove that she is a credible alternative in a crowded field seeking the Blaine House. In addition to LaMarche, the race includes Democratic incumbent John Baldacci, Republican Chandler Woodcock and independents Barbara Merrill, John Michael, David Jones and Phillip NaPier.

Unlike her previous attempts at office, LaMarche will have access to substantial funding this year. Like Woodcock and Merrill – and perhaps Michael – she qualified as a Maine Clean Elections candidate. She has already received $200,000 for her primary, in which she was uncontested, and $400,000 for the General Election. Matching funds could boost those totals by another $800,000.

She’ll likely need every penny. LaMarche comes across as serious and personable in the ad. What she needs most is for more people to get to know her.