Snyder plans ‘Michigan comeback story’ Super Bowl ad

Lansing – Eight years after introducing himself to voters in a similar fashion, Michigan Gov. Rick Snyder is going back up on television this weekend with a new Super Bowl ad.

Making Government Accountable, the governor’s 501(c)4 fund, will “have an ad on Super Bowl Sunday to tell the Michigan comeback story,” said spokeswoman Bettina Inclan, who declined to disclose additional details.

A filing with the Federal Election Commission shows the 501(c)4 will spend $12,000 to run a pre-game ad on WOOD-TV in Grand Rapids. The MIRS subscription news service reported the ad is also expected to run in Detroit, Traverse City and Flint television markets.

Snyder’s 2010 Super Bowl ad introduced the Ann Arbor businessman as “one tough nerd,” helping boost his profile months before his win in the GOP primary. In 2014, he ran another Super Bowl spot positioning himself as “the comeback kid” as he sought re-election.

Details of the new ad are not yet known. Since Snyder can’t run for re-election due to term limits, it is expected to highlight economic gains made during his tenure.

Shri Thanedar, another Ann Arbor businessman running for governor as a Democrat, is also set to run a Super Bowl ad this weekend.

Separately, a political action committee that Snyder has helped use to support GOP candidates also sprang to life late last year, reporting $114,180 in contributions between Oct. 21 and Dec. 31. Businessman William Parfet, who helped fund Snyder’s gubernatorial campaigns, donated $100,000.

The PAC has $261,300 in cash reserves after a $2,000 October donation to Republican state House candidate Rich Rossway, who lost the 109th District special election to Democratic Rep. Sara Cambensy of Marquette.

joosting@detroitnews.com