Attroney General Patrick C. Lynch has launched a new campaign web site and campaign video, designed to give his bid for governor a high-tech sheen and the beginnings of a message.
The 4-minute-40-second video, filled with testimonials and old family photos, seeks to emphasize Lynch's Rhode Island roots, establish his bona fides on crime (pointing to his efforts on the Craigslist killer case), paint a portrait of a get-it-done type (highlighting his effort to pass a domestic-violence education curriculum that grew out of the murder of an aspiring teacher), and suggest that his efforts have reached beyond law-and-order and into his constituents' lives (fighting plans for a liquid natural gas facility).
The broader message, which Lynch has hinted at before - he's a fighter. At the end of the video, he intones: "My dad always said, 'you're going to need to have a strong chin and tough skin, but it's worth it. It's worth it for you. And it'll be worth it for your kids.'"
This, it seems, will be a more visceral message than the message of competence - and concern for Rhode Island's economy - that Democratic rival Frank Caprio is projecting in his early advertising spree.