Candidate: Gov. John Baldacci, who’s running for a second term and faces a primary challenge from Chris Miller

TV ad: “Accomplishments”

Length: 30 seconds

Producer: McMahon, Squier and Associates, Alexandria, Va.

Market: Statewide, with slightly different scripts in Portland and Bangor. The campaign described it as a substantial media buy, that began last week before the Democratic Convention and will continue through the June 13 primary.

Announcer: A man’s voice, followed by Baldacci.

Visuals: As the announcer reads the accomplishments that the Baldacci campaign wants to tout, corresponding images show up in an outline of a map of the state while the words, along with additional details, flash on the screen.

Text, audio: Portland version: Announcer: A $1.2 billion deficit turned into a balanced budget and a $100 million rainy day fund.

A community college system – created.

Teacher pay increased.

Fought BRAC and Washington.

Jobs kept in Maine.

Dirigo Health – costs lowered – thousands insured – one of the most innovative programs in America.

Kept promise NOT to raise broad-based taxes.

Baldacci: A lot’s been done

But I’m not satisfied.

We need to work together to continue to invest in Maine people.

But I need your help to do it.

Bangor version: Announcer: A community college system – created.

Fought BRAC and Bush administration.

Jobs kept in Maine.

Reopened closed paper mills.

Teacher pay increased.

Pine Tree Development plan – tax incentives to start and grow hundreds of small businesses.

Nearly one million conservation acres preserved.

Expand education and job creation – so our youth can stay in Maine.

Baldacci: A lot’s been done

But I’m not satisfied.

We need to work together to continue to invest in Maine people.

But I need your help to do it.

Purpose: In this case, the purpose of the ad is captured by its name: To outline some of the accomplishments Baldacci thinks will attract voters to his name on the ballot. While the ad is running before the June 13 primary, the real target is voters for this fall. Baldacci faces only a nominal challenge for his party’s nomination.

Accuracy: Each accomplishment mentioned in the commercial is based on the facts, but there’s also plenty of room to argue over the finer points.

For example, the ad says that Baldacci raised starting teacher pay to $30,000. While it’s true that legislation doing just that passed this session, for teachers in some parts of the state, their minimum starting salary is already higher. Also, many local governments opposed the law, saying it would create ripples up their wage scale and cost them in increased compensation down the road.

And while the governor deserves credit for the efforts he’s put into keeping some paper mills open, the fate of the industry is far from settled. Eastern Fine Paper Co. closed mills in Brewer and Lincoln in 2004. The Lincoln mill has reopened with new owners. The Great Northern Paper’s mills in Millinocket and East Millinocket went under in 2003. Both are open, but with fewer employees. The Georgia Pacific mill in Old Town has been closed and is for sale. The governor has been actively involved in trying to find a buyer. There has been success, but the state is swimming against the tide with its paper industry.

On Dirigo health reform, most stakeholders agree that the program has resulted in some savings in the health care system. But estimates of those savings vary widely, from more than $100 million to $44 million to around $3 million, depending on whose numbers you listen to. The superintendent of insurance pegged the savings at $44 million, which is being challenged in court.

Other elements of the ad are harder to dispute. More than $100 million has been put into reserve accounts for the state, a community college system was created and millions of acres of land have been protected.

Our view: The most effective element of the ad, which is a little busy visually, is that it shows a litany of accomplishments, many of which directly touch people’s lives. For those already inclined to like Baldacci, they can point to the list and say “job well done.” For people already predisposed against him, the response will be “lies.” The reality is in between. There’s truth in what the commercial says, but there’s nuance and detail that gives both sides plenty to argue about.