Michigan Governor Race Heats Up as Perry Johnson Challenges John James with Aggressive TV Ad Blitz and Fundraising Text War

Two Republican Gubernatorial Candidates Engage in Fundraising Text and Ad Spending Battle

LANSING — The Michigan Republican gubernatorial race is taking an unexpected turn as businessman Perry Johnson engages in a heated exchange with Congressional candidate John James over a fundraising text message sent by James' campaign.

The text, posted by Johnson on social media, read: "My campaign could be over," according to a screenshot. Johnson used the post to attack James as a weak candidate, writing: "His campaign is collapsing as it did when it cost Republicans up and down the ticket in both 2018 and 2020. We cannot allow him to cost Republicans yet again. Please join our campaign to eliminate the income tax, reform property taxes, and hold Jocelyn Benson accountable for her fraud and abuse!"

James' campaign spokesperson responded to the exchange, saying that Johnson is "so vain, he's trying to make this text about him." Campaign spokesperson Hannah Osantowske wrote in a text: "Team James sent a general election themed fundraising text message showing John in the worst case within the margin of error. The RCP average has him ahead of Benson by 3.5 and Duggan by 16."

But the Johnson team doubled down, with campaign strategist John Yob telling the Michigan Advance: "James is in deep trouble, he knows it, and is now communicating that desperation to his supporters. Perry is surging in polling, James is collapsing, convention boo'd him, Macomb went All-in for Perry, and now he is desperately trying to come out of the tailspin. March was bad for him, but April is going to be much worse."

Perry Johnson's Aggressive Spending Strategy

Johnson has been making waves in the race through unprecedented spending on television and digital advertising. Since announcing his candidacy in February, the Johnson campaign has reportedly spent $15 million on the governor's race, according to his team. His television commercials run on a continuous cycle, and his campaign has been aggressively targeting voters through text messages and social media.

The Johnson camp believes the messaging is hitting the mark, citing two polls — one they paid for and one they didn't — that show their candidate within three to five points of James. However, neither survey is from a mainstream pollster.

Despite the spending intensity, James' campaign maintains that James has been active on the campaign trail. They note he recently completed a statewide swing featuring 118 stops, meeting with voters in their workplaces and at community events, and more will be announced. They also note he is active on social media and podcasts, and has been releasing position papers on key issues.

James' Controversial Campaign Approach

James has faced criticism from a number of his Republican opponents in the gubernatorial race for not appearing at a series of debates hosted throughout the state. He also made only a brief appearance at last weekend's Republican state convention, where he was met with scattered boos.

A Detroit News column by Nolan Finley raised questions about James' campaign strategy, noting that James has been a selective campaigner, avoiding appearances that would put him together with other GOP candidates in the race. "He hasn't done party-sponsored forums or debates. His preference is for controlled events, with limited exposure to the media, where he's not likely to face an unfriendly audience," Finley wrote.

Finley also highlighted concerns about James' commitment, noting that James leads the Michigan delegation in missed House votes this session. "He couldn't have given his opponents a bigger hammer to hit him with, or one that plays better into the criticism that James lacks commitment," Finley wrote.

The column also noted a photograph circulating of James and his wife lunching at a beachfront resort in the Turks and Caicos Islands while Congress is on its two-week spring vacation. "Talk about campaign cluelessness," Finley wrote. "James, to this point, has been mounting a defensive campaign, running not to lose rather than to win."

The Primary Race Dynamics

The tension between the two campaigns continued to run high at the GOP endorsement convention on Saturday in Novi, where James received a mix of boos and cheers as he took the stage. In contrast, Johnson was a big hit at the convention when he was roundly cheered by the delegates.

Johnson's supporters say he reminds them of Donald Trump, noting that both Trump and Johnson are wealthy businessmen who speak their minds, both are older with a lot of energy, and lack fear at taking on a task. Johnson supporters also note that both Trump and Johnson have no fear of challenging the establishment.

James' supporters, however, say Johnson is too radical and that his proposal to eliminate the state income tax would be a disaster. Johnson supporters say Perry reminds them of Donald Trump.

A Crowded Field

Michigan Republicans are eager to line up behind a consensus candidate for governor so they can begin in earnest what promises to be a challenging gubernatorial campaign against Democrat Jocelyn Benson and Independent Mike Duggan. But James isn't giving them much to work with, according to critics.

Republicans are eager to line up behind a consensus candidate for governor so they can begin in earnest what promises to be a challenging gubernatorial campaign against Democrat Jocelyn Benson and Independent Mike Duggan. But James isn't giving them much to work with, according to critics.

James is an admitted homebody who cherishes time with his wife and kids. But he's not going to ride a beach chair to victory, according to Finley. "He's got to show up and show voters he really does want to be governor," the column concluded.

The Stakes

With an increasingly expensive primary on his hands and after getting booed at the convention, James is facing mounting pressure to step up his campaign strategy. The Johnson campaign's aggressive spending and messaging are forcing a candidate who's been campaigning as if he's already got the race won to step up the pace.

The Johnson camp believes the messaging is hitting the mark, citing two polls — one they paid for and one they didn't — that show their candidate within three to five points of James. Whether Johnson's spending is moving up his needle, the intensity of the attacks has tremendous potential to drive down James' numbers.

As the Michigan governor race heats up, voters will have to decide between two candidates with very different approaches. James is positioning himself as the more moderate and reasonable candidate who can get support of Democrats and independents in the November general election. Johnson, however, is positioning himself as a bold outsider who will challenge the status quo and bring quality, efficiency, and accountability to state government.

The race is far from over, and both campaigns will continue to make their cases to voters throughout the state as they head toward the August 4 primary election.