When former senate president Steve Sweeney launched his first gubernatorial campaign ad for the 2025 race Wednesday, he came out with a tough-on-crime, blue-collar style message: this Democrat would support law enforcement and protect New Jersey families. It was a clear, simple, if broad message from the southern New Jersey ironworker. He was flanked by Gloucester County Sheriff Carmel Morina who said of Sweeney, “he doesn’t just talk, he gets [bleep] done… he’s cracked down on illegal guns…”

In northern New Jersey, Congressman Josh Gottheimer is running his own campaign ads as he seeks to succeed Phil Murphy. His message style was “very Jersey” – he appeared to be in a diner at a counter, talking about affordability and his mission to cut taxes. His ad also notes that New Jerseyans always hear about politicians wanting to cut taxes, but invites would-be voters to go to his website and see his tax plan. In another short video, he gets directly to the point and says he will cut taxes. “No bull$h!t.”

New Jerseyans on both sides of the aisle, which seems to have an ever-deepening chasm growing between them, may at least agree that they’d want a governor who can “get $h!t done” and don’t want any “bull$h!t.” It’s the language of the people, and Democrats have often been framed by the opposition as being out-of-touch with average folks, hung up on what they perceive to be more abstract issues rather than bread and butter. In short, bull$h!t.

When a convicted felon comes along, and speaks the people’s language about (sometimes bizarre) issues, but nevertheless ones that hold people’s attention, he is rewarded with the highest office in the land. Dems ignore this at their peril. These two Democratic ads do not compare to the national rhetoric being thrown around, as New Jersey politicians still generally adhere to a degree of decorum. But both of these men, one white collar, one blue collar, one northern, one southern, one a national official, one a former state official, are positioning themselves as “no bull$h!t” issues candidates: tackle crime, tackle affordability. Whether red, blue, green, or independent, everyone except those of the wealthiest class can agree that it is challenging to live in New Jersey and that one’s dollar doesn’t go as far as it did. Safe streets invite a stronger economy and better schools, an overall boost that appeals to anyone.

Both ads represent a race for the middle, to show they are safe and serious candidates that can win in November. Sweeney can categorize himself effectively as the working man’s Democrat, and try to win back some of the blue collar workers who defected to the populism of the Trump camp, feeling Democrats did not represent them. (He himself was deposed by a non-union trucker, Sen. Ed Durr, in a spectacular coup, although the seat flipped back to blue.) Further, as senate president, Sweeney can capitalize on his senior, state level experience for the governor’s bid. Gottheimer has a powerful bastion of support in terms of population and (lots of) money, largely in his Bergen base. For years he has championed himself as a bipartisan leader, working across the aisle for practical solutions and being re-elected in a relatively red district. The question for Democratic voters, then, looking for a centrist choice in a crowded field in the upcoming primary, is who is talking a line of bull$h!t and who is not?