Curtis Sliwa’s mayoral campaign launched its first television ad Wednesday, featuring his wife, Nancy Sliwa, in a 30-second spot that focuses on violent crime and the safety of women in New York City.
The ad, part of a $350,000 buy that the campaign said includes $250,000 for TV placements and $100,000 for social media, presents only Nancy Sliwa speaking directly to viewers about what she described as rising sexual assaults and domestic violence driving women and children into shelters. Curtis Sliwa, the Republican nominee and founder of the Guardian Angels, appears briefly in the spot without his signature red beret as he listens and nods in agreement.
"They say New York City is safe. Women know better," Nancy Sliwa says in the clip, identifying herself as a longtime public safety and victims’ rights attorney. The ad frames crime and personal safety as central issues for the campaign and stresses a "women-first" safety agenda. Curtis Sliwa reiterated the message in a campaign statement, saying, "Women deserve a city where they feel safe on the way home from work, not one where danger waits on every platform. As mayor, I will make women’s safety a top priority."
Sliwa’s proposed plan, as outlined by his campaign, includes hiring 7,000 additional police officers and bolstering the NYPD Transit Bureau to increase visible patrols. The candidate has sought to make public safety the centerpiece of his bid in a crowded general election field that includes Democratic nominee Zohran Mamdani and independents including Mayor Eric Adams and former Gov. Andrew Cuomo.
Campaign finance filings show Sliwa has roughly $4 million on hand to spend in the final stretch of the race, an amount the campaign described as sufficient to keep him a prominent presence in a multi-candidate contest even if he does not finish first. The ad buy underscores the campaign’s intent to use paid media to elevate Sliwa’s profile and to focus attention on crime and safety ahead of Election Day.
Political strategists said targeted ad spending can shape narratives in competitive municipal contests, though they differ on how much influence one 30-second spot has compared with in-person events, earned media and debates. The ad’s use of a spouse as the sole on-screen narrator is a familiar technique in American politics, employed to humanize candidates and highlight personal connections to campaign issues.
The spot arrives as city voters weigh a range of concerns beyond crime, including housing, transit and the cost of living. Sliwa’s opponents have presented differing approaches to those issues, and the mayoral race is expected to remain fluid as candidates increase advertising and outreach in the weeks before the general election.
