It's easy for voters to feel swamped by fear and negativity in politics, and that's why one candidate's lighthearted approach to campaign advertising resonated with Mississippians.

Delbert Hosemann, for all his admirable qualities, has a terrible bumper-sticker name. It's long. It's hard to spell. It's kind of nerdy.

In his only TV ad before the Aug. 7 party primaries, the Republican candidate for secretary of state turned his weakness into a strength. In the 30-second spot, Hosemann sat on a park bench next to a little old lady who repeatedly bungled his name as she sweetly told viewers why she was supporting "Gilbert Hosemann," "Wilbert Hosemann," "Engbert Hosemann" and "Engelbert Hosemann."

"Yes, ma'am, but it's Delbert," he politely corrected her.

The ad didn't offer much substance, but it clearly was a hit with Republican voters. Hosemann defeated three candidates, two of whom -- state Rep. Mike Lott of Petal and former Columbus Mayor Jeffrey Rupp -- entered the primary with name recognition.

Hosemann is an attorney who grew up in Vicksburg and lives in Jackson. In the Nov. 6 general election, he faces Democrat Rob Smith, a real estate business owner and former state lawmaker from Richland.

Hosemann shouldn't expect a romp. Smith ran a low-budget, shoe-leather primary campaign, defeating two other candidates by traveling to Democratic gatherings across the state to remind folks about his record of supporting schools, highways, veterans and hunters during his four years in the state House and 20 in the Senate.

The secretary of state's job is open this year because Democratic incumbent Eric Clark chose not to seek a fourth term.

The secretary of state has several important duties as manager of public lands and keeper of corporate registrations. The big reason Democrats want to hold onto this job, and Republicans want to take it away, is that the secretary of state is Mississippi's top elections officer and, as such, could influence legislators on issues such as voter identification.

This is Hosemann's second attempt to win public office. In 1998, he was the Republican nominee for an open congressional seat in what was then Mississippi's 4th District, which stretched from the southwestern corner of the state up into the Jackson area. Hosemann lost to Democrat Ronnie Shows.

The 1998 Hosemann-Shows matchup could preview of this year's Hosemann-Smith race.

Shows and Smith have both served in the state Senate. Both are lanky, populist country boys who, given a choice between walking away or engaging in a political rumble, will go for the rumble every time.

Smith offered a sample of his gritty style during his Neshoba County Fair speech this summer.

"This little Democrat, Rob Smith, stood up to the plate in an election year when things were tough and we voted for the highway bill that created economic development in this state and we did it and we were proud of it back 20 years ago," he said.

Hosemann spoke in calm, measured tones, and joked about critics' contention that he can't generate excitement among voters. His biggest applause came when he opened with: "Yes, ma'am, but it's Delbert."

A lighthearted approach was enough for Hosemann to win the primary. But Smith, his hard-nosed general election opponent, might force Hosemann to offer more substance on top of the smiles.

 

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