Jumaane Williams launches first TV ad in reelection bid against Jenifer Rajkumar

As part of his reelection bid, New York City Public Advocate Jumaane Williams is releasing his first TV commercial Wednesday morning with a $250,000 ad buy, his campaign exclusively told City & State. The ad will air throughout the city on MSNBC, CNN and major streaming platforms, including Spanish language placements.

The 30-second spot paints the role of public advocate (at times viewed as a somewhat nebulous position lacking a clear definition) as one that requires being a voice for and defender of everyday New Yorkers – and argues Williams has done that. 

“Being a public advocate is about standing up,” Williams says to open the ad, aptly titled, “Stand Up.” 

That’s followed by a few unnamed people saying Williams stood up to New York City Mayor Eric Adams and President Donald Trump – though the ad lacks much of anything in terms of specifics. They say New York City needs a “strong, independent public advocate.” Williams finishes the line with, “to stand up – not just stand by.” 

Williams was unopposed in the Democratic primary until late January, when Assembly Member Jenifer Rajkumar dropped out of the New York City comptroller race to instead challenge him in the primary as a more moderate alternative. Primary election day is June 24.

Though Rajkumar has spent a significant amount of energy attacking Williams in the form of numerous memes portraying Williams as absent, for instance, Williams does not mention his opponent at all in the ad. The most recent (and only) publicly available independent poll shows Rajkumar at 6%.

The ad buy is a considerable use of Williams’ war chest – as of the last filing deadline in mid-March, he had just shy of $1.1 million in cash on hand. At the time, he trailed Rajkumar’s balance by a little over $300,000. 

The next filing deadline for all city candidates is next Friday, May 23.