Adrienne Adams, a candidate in the upcoming New York City mayoral race, is making waves with a bold advertising strategy as she seeks to position herself as a focused and professional alternative in the chaotic landscape of local politics.
With less than three weeks until the Democratic primary on June 24, her campaign rolled out a multi-million dollar ad titled “Rise Above,” which began airing on television and digital platforms.
The 30-second spot, featuring a piano-led gospel track, showcases Adams declaring, “In New York City, we know drama, but as City Council speaker, I rise above it.”
Set against a church pulpit backdrop, Adams highlights her accomplishments as City Council speaker, notably her success in reversing budget cuts to libraries and child care enacted by Mayor Adams (who is not related to her).
Additionally, she references her recent legal victory in securing a temporary restraining order against President Trump’s administration to prevent federal immigration agents from operating on Rikers Island.
In the ad, she emphasizes her motivations for running, stating, “I’m running for mayor, not for power or praise, but for my children and for yours, for affordability, for safety, for justice. I’m in it for us.”
While the exact budget for airing the ad has not been disclosed, Adams’s spokeswoman, Lupe Todd-Medina, indicated it would be in the “multi” millions.
The ad’s launch follows a significant moment in Adams’s campaign when she secured matching public funding last week, amassing over $2 million, which has bolstered her financial resources to approximately $2.3 million, according to her latest filings.
Had she not received the public funding, she would have faced a delay in qualifying for matching funds until June 20, just days before the primary.
Before her major ad campaign, it was apparent that Adams had already begun gaining traction with voters.
In a recent Marist poll, she secured a third-place position trailing front-runner Andrew Cuomo and second-place candidate Zohran Mamdani, marking her most favorable polling to date.
Despite this positive trend, the poll revealed Adams’s support at just 11% in a modeled first ranked-choice voting scenario, significantly behind Mamdani’s 22% and Cuomo’s commanding 44%.
Adams’s relatively low name recognition citywide poses a considerable challenge, especially with the primary and early voting set to begin on June 14.
Political communications expert Ken Frydman expressed skepticism about her ability to adequately close the gap with the time remaining before the election, stating, “It probably is too short of a runway.”
However, he acknowledged that Adams possesses considerable resources and has recently attracted the endorsement of influential figures, including New York Attorney General Letitia James and DC 37, the city’s largest public sector union.
Frydman noted, “Many voters don’t pay attention until they fill out their ballot, and they take their last impressions with them into the voting booth.”
Strategy consultant Trip Yang, who is not affiliated with any mayoral campaigns this election cycle, also expressed optimism about Adams’s potential.
He pointed out that her previous climb in the polls occurred without substantial spending, positioning her favorably now that she has access to matching funds.
“She absolutely has a shot,” Yang remarked. “She has already been in third place in some polls without much spending, and now she has the matching funds. That’s a huge boost of adrenaline for her campaign.”
Yang compared Adams’s trajectory to that of City Comptroller Brad Lander, who has frequently occupied the third-place spot in mayoral polls but has been investing millions in advertising.
In contrast, Adams, with limited spending thus far, appears to have greater potential for growth as she continues to gain support.
The timing of her ad rollout coincides with ongoing political discourse following the first Democratic primary debate where candidates grilled Andrew Cuomo on his controversial tenure as governor, which ended amid sexual misconduct allegations he denies.
Adams made headlines when she confronted Cuomo during the debate, challenging him on his previous decisions regarding healthcare, child care, and COVID-19 responses in marginalized communities.
Frydman labeled this moment as a significant victory for Adams, saying it was a “winning moment” that could resonate with voters.
As the campaign heats up, it will be crucial for Adams to leverage her recent momentum, endorsements, and financial boost as she vies for a chance to lead New York City.
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