On television on Wednesday night, “The Golden Bachelor” was not the only one handing out roses. Zohran Mamdani, the front-runner in New York City mayor’s race, appeared during a commercial break.
“You deserve better,” he said. “You deserve to be able to raise your family here, to be safe, to travel where you need to, free of cost and worry.”
Then he held out a rose and asked voters to give him a chance.
The ad, Mr. Mamdani’s second of the campaign season, was part of a flurry hitting the airwaves as the race heats up. As of this week, Mr. Mamdani, a state assemblyman and the Democratic nominee, and his rivals — former Gov. Andrew M. Cuomo, who is running as an independent, and Curtis Sliwa, the Republican nominee — have all aired ads in the general election campaign.
The ads are as different as the candidates in the freewheeling race. And this is just the beginning: The campaigns and allied super PACs are expected to spend millions of dollars on ads in the coming weeks, ahead of the election on Nov. 4.
Zohran Mamdani
The name: “Things Can Change”
The message: The ad focuses on Mr. Mamdani’s surprise victory in June’s Democratic primary and highlights how his push to make the city affordable resonated with a diverse group of voters.
Key quote: “New Yorkers have stood up for a city they can afford.”
The goal: To remind voters about his three main plans: freezing the rent for rent-stabilized units, making buses fast and free and implementing universal child care.
The context: Mr. Mamdani is ahead in the polls and wants to keep attention on his positive message — not on a deluge of attacks from his opponents over some of his positions. While his buzzy online videos have garnered attention and spread across social media, his television ads are more traditional.
Andrew Cuomo
The name: “Day 1”
The message: Mr. Cuomo argues that he has the most experience and highlights his plan to hire 5,000 more police officers.
Key quote: “I do know how to make government work.”
The goal: Mr. Cuomo is using artificial intelligence to try to grab attention after his losing campaign during the Democratic primary was criticized as too sleepy and detached. The ad shows an A.I.-generated version of the former governor operating a subway train and dropping the curtain in a theater, and argues that while he is not qualified to do those jobs, he is qualified to be mayor.
The context: Mr. Cuomo has pledged to run a more energetic campaign this time that shows more of his personality. He is in second place in the polls and lost many of the endorsements and donors he amassed during the primary. He is trying to win over supporters of Mayor Eric Adams, who recently dropped out of the race, and to emerge as a viable alternative to Mr. Mamdani.
Curtis Sliwa
The name: “Safer N.Y.C.”
The message: Mr. Sliwa first hit the airwaves last month, before Mr. Mamdani and Mr. Cuomo. In this ad, his latest, he paints the city as dangerous and out of control. He blames Mr. Cuomo, who as governor helped make changes to bail laws in 2019, and attacks Mr. Mamdani as being soft on crime.
Key quote: “With them in charge, you are not safe.”
The goal: Mr. Sliwa is trying to distinguish himself from his rivals. He has centered his campaign on improving public safety, highlighting his background as the leader of the Guardian Angels, a subway patrol group, and calling for hiring 7,000 more police officers.
The context: Mr. Sliwa is in third place in the polls and facing calls to leave the race so voters who oppose Mr. Mamdani could consolidate behind Mr. Cuomo. He insists that he will not drop out and says he can win over voters who feel the city is moving in the wrong direction.
Emma G. Fitzsimmons is the City Hall bureau chief for The Times, covering Mayor Eric Adams and his administration.
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