U.S. Sen. Olympia Snowe, who’s running for re-election this year, has a sugary-sweet campaign commercial airing around the state.

As tough, hard-hitting ads go, this one ain’t.

It’s a positive spot bragging about Snowe’s effectiveness, reputation for moderation and constituent service. The ad is so far away from controversial in its tone and message, that you could argue she’s running for saint instead of senator.

Controversy, however, lurks in even the nicest places.

Snowe’s Democratic opponent, Jean Hay Bright, issued a news release after the one-minute ad starting running.

“Listen between the words” of the ad, Hay Bright said.

Hay Bright takes issue with things the ad doesn’t say, including Snowe’s support for the war in Iraq.

She then went on to say that the ad was produced by Stevens Reed Curcio and Potholm, a Republican media firm that is known for its success – and sometimes meanness. The firm produced the infamous “Swift Boat” ads that ran against U.S. Sen. John Kerry when he ran for president.

Not so, says Lucas Caron, Snowe’s campaign manager.

The ad – which is about as far from “swiftboating” someone as could be – was produced by Blue Worldwide, which is headed by Bob McKernan, Caron said.

McKernan is Snowe’s brother-in-law. Blue Worldwide is part of Edelman public relations, an enormous, international communications firm.

The confusion? Blue Worldwide contracted with Stevens Reed to purchase television time for the advertisement so that name might have appeared on the records TV stations are required to make public about election advertisements.

Hay Bright, once made aware of the situation, issued a correction.

In addition to Snowe and Hay Bright, independent Bill Slavick is also running for the Senate seat.

Imagine if there was real controversy in this commercial.

Funny or just mean?

Political campaigns follow a predictable cycle.

They start with promises of gentle behavior and an earnest debate about the issues voters care about. But by September, the tone generally changes and the advertising heats up.

This year, independent gubernatorial candidate Barbara Merrill, Green Independent Pat LaMarche, the Maine Democratic Party and the Republican Governors Association have all produced tough ads that have been described as “negative” or “misleading” by their targets.

At one time or another, most of the big players have cried foul about the tactics of the other guys.

One bumper sticker, so far, may have lowered the bar.

“2 Natural Disasters: KATRINA & BALDACCI,” the sticker says.

Funny? Maybe. Maybe not. The reaction has been mixed. One person’s hilarious joke can easily jump the ditch to offensive.

The Federal Reserve Bank of Boston identified Maine and Louisiana as the only two states not to experience growth during 2005. The bumper sticker refers to that report.

If a person doesn’t know about the report – and a lot of people don’t – the bumper sticker comes off much colder and probably less funny.

The damage from Hurricane Katrina is estimated at more than $81 billion and is blamed for the deaths of more than 1,800 people. Hundreds more are classified as missing and thousands of people remain without homes and are scattered across the country.

The disclaimer on the bumper sticker says it was paid for by The Way Life Should Be political action committee, the PAC started by Republican leaders in the Legislature.

With mustard

Jimmy Simones has two specialties at his restaurant in Lewiston. World Famous Hot Dogs – as the name of the eatery makes clear – and politics. Both are served hot and in great quantities.

Every politician worth his or her franks must make a pilgrimage to Simones. It’s as much a requirement for a successful campaign as a trip to Eastport on July 4 or the Oxford County Fair. Republican gubernatorial candidate Chandler Woodcock announced his run at Simones back in October.

Simones has even made a run for state office himself.

Melissa Simones, Jimmy’s daughter, is taking up the business – and we don’t mean hot dogs. Melissa Simones of Greene will be interning with U.S. Sen. Susan Collins’ office in Washington. Simones graduated from Leavitt Area High School in 2002 and from Bates College in 2006. She was also the secretary of the Maine College Republicans.