The battle lines have hardly budged since he entered the race in February. From the start, Wu cast Kraft as a son of privilege seeking to lead a city he’s barely lived in. Kraft, meanwhile, has characterized Wu as an out of touch leader who doesn’t listen and has failed to solve the city’s most pressing problems.
There is evidence Wu’s framing, not Kraft’s, is resonating with the electorate so far. Her favorability ratings far exceed his, and she’s proven enduringly popular despite Boston’s challenges.
Kraft has spent aggressively to change that perception: $1.9 million in July alone, nearly nine times as much as Wu, much of it on television ads. Kraft is pitching himself as a policy-focused peacemaker, blanketing the airwaves with ads that speak to his character, including a new commercial of him explaining his decision to pursue nonprofit work rather than joining the family business. (His father, Robert Kraft, is the billionaire owner of the New England Patriots.)
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To some political consultants, though, more money is not enough to win.
“Someone has to be honest with him and say, ‘You’re not gonna be mayor,’” said Scott Ferson, who worked for Essaibi George in 2021 but is not involved in this year’s race. “People have solidified their opinions of him. He had a short window to define himself, and it closed pretty quickly.”