Sliwa trades Guardian Angels gear for suit in scathing ad targeting rivals

Curtis Sliwa, the founder of the Guardian Angels, released a 30-second television ad in which he swaps his signature red beret for a tailored jacket and striped tie as he takes aim at his mayoral rivals. The campaign described the spot as the second advertisement of the cycle ahead of the Nov. 4 general election, signaling a full-fledged bid to reset his messaging as he confronts a field that includes Democratic nominee Zohran Mamdani and independent candidates Mayor Eric Adams and former Gov. Andrew Cuomo.

In the clip, Sliwa looks directly into the camera and targets Mamdani, Adams and Cuomo. He says, “Think about what we went through in New York,” as an image of Adams appears. The ad then pivots to critique the other candidates, delivering a sequence of lines that frame governance in stark terms. “Career politicians — they sold us out!” is directed at Cuomo, while the spot adds, “And now, a socialist says he has the answers,” about Mamdani, followed by the line, “We deserve better … Together we’ll build a safer, more affordable New York.” The messaging also includes a stark assertion about the city’s schools and public safety, with the line, “Our schools are failing. Defund the police, crime and corruption. We shouldn’t have to live like this.” In a visual contrast, the ad shows a young Sliwa wearing the beret before the final frame returns to the suit-clad candidate standing with his wife, Nancy, as he dons the red cap again.

The Guardian Angels founder’s campaign emphasizes a clean-break from the red-beret image in the main sequence, while recapturing it in a concluding frame to underscore his roots and credibility on safety issues. The ad’s structure is designed to present Sliwa as a tough-on-crime alternative to the current leadership and to position himself as a more affordable, safer option for New York City residents.

The ad’s production aligns with a broader campaign strategy aimed at differentiating Sliwa from his opponents in a crowded field. The clip features a clean, camera-facing Sliwa, and the contrast between his suit-and-tie presentation and the more flamboyant Guardian Angels look underscores a deliberate attempt to broaden appeal beyond his traditional base while signaling seriousness on governance and public safety.

In addition to the content, the ad is the second release for Sliwa this cycle. The campaign said it is dedicating $500,000 to the 30-second spot, an investment aimed at maximizing reach during a pivotal stage of the campaign as voters begin to focus on the general election.

Financially, the Sliwa campaign has qualified for public matching funds and reports about $3 million in its coffers, according to the city Campaign Finance Board. The funds available through public matching are paired with the ad buy to amplify the messaging during the late stages of the mayoral race. The campaign has described the ad as a continuation of its effort to press the case for a tougher, more accountable city leadership as the election nears.

The new advertisement follows an earlier spot released this month that also featured Sliwa’s wife, Nancy, in a different framing. The first ad showcased the couple together in more formal attire, signaling a coordinated push to present a composed, executive image in contrast to the Guardian Angels persona that has defined Sliwa in the past. The two ads together illustrate a deliberate branding shift designed to broaden appeal and to address public concerns about safety, economic recovery, and governance in New York City.

The New York City mayoral race remains highly contested as voters prepare for the general election on Nov. 4. Early voting is scheduled to begin on Oct. 25, giving candidates a crucial window to shape the electorate’s perception ahead of Election Day. Sliwa’s team has framed the ad as a key step in laying out a policy-driven contrast with his opponents, particularly on issues of safety, schools, and the cost of living in the city.

As the campaign trails toward November, Sliwa’s bid coldly aligns with his long-standing emphasis on security and affordability, while his ability to translate the Guardian Angels ethos into a broader municipal policy platform remains a focal point for his campaign and its supporters. The juxtaposition of the beret-and-suit imagery is intended to signal both familiarity and reform, a combination his team hopes will resonate with voters seeking a change in leadership ahead of the city’s next mayoral term.