Politics & Government

'Rent Is Too Damn High' Candidate Does Car Dealership Ad

Failed New York Gubernatorial candidate Jimmy McMillan's bid for White House in 2012 starts with TV spot as 'Mayor' of New Jersey Hyundai Dealership.

This just may be Jimmy McMillan's year.

The perennial candidate, who made headlines last fall for running under "The Rent Is Too Damn High" banner in the New York gubernatorial race, has big plans that include a new website, a new outlook and a presidential candidacy.

David Lewis, general manager of Hyundai City in Burlington, saw the potential in McMillan earlier this year. He tapped him to become the newest spokesman for the dealership. McMillan happily obliged and is the star of a commercial for the business.

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"They know something is happening," McMillan said Friday of Hyundai City. "With digital and social media, I'm surprised only they called me."

Lewis and Hyundai City's advertising agency, Stream, reached out to McMillan after the November election, during which McMillan's coiffed facial hair and preacher-like demeanor had America wondering who he was.

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"We're always looking for up-and-coming guys," Lewis said. "Guys who haven't made it yet but are looking to make it really soon. He might be one of those guys."

McMillan sure thinks he's one of those guys. He's ready to jump-start his party in 2011.

"The country is in for a rude awakening," McMillan said during a phone interview. "The revolution is going to come and I'm leading it—the economic revolution. It's time for the president to wake up."

McMillan announced recently he plans on running for the nation's top post in 2012. And, having less than $20 in his campaign fund isn't going to stop him. He wants to effectively use digital and social media to get his issues, not just his face, in the public eye.

"I want every state in the union, no matter what business you have, to utilize the personality I have," McMillan said. "I have brought a smile back on the people's faces."

He has. His "The Rent is Too Damn High" platform during November's debate in New York made him an instant celebrity. His YouTube videos have tens of millions of hits and a "Saturday Night Live" spoof made him a household name.

"People know a natural-born leader when they see one," he said.

The Vietnam War vet and political activist isn't all an act. He has real plans for lowering taxes, making education more affordable and a plan to heal the nation economically, he said.

His "Rent is Too Damn High" campaign isn't all a gimmick; he's serious about his message. It's not just about a family living in an apartment having to pay high rent—it trickles down, McMillan said

"If you lease a car, that's rent," he said. "Everything you're wearing from your shoes to your top to your hairdo, that's rent. The man who sells those shoes has to pay rent. Everything is rent."

Politicians now are too involved with special interest groups, McMillan said.

"They need to know they are there to represent the people," he said.

That's something he's been touting since 1993, he said, when he first ran for office. Ever since his resurgence in the fall, McMillan said all people are embracing him.

"For the people who take me seriously, I think the people have spoken," he said. "The world wants me. I've been invited to London, China, Australia. I just don't have the resources."

Hyundai City wanted him. And, the feedback has been great, Lewis said.

"A lot of people want to meet him," Lewis said. "They ask if he's ever going to be at the dealership."

McMillan's message in the commercial is that Hyundai City's prices aren't too damn high. With well over 700 YouTube hits already, Lewis hopes McMillan brings in potential car-buyers.

"I think it was a good move, what we did by using the personality," Lewis said. "He's a character."

A character he may be, but McMillan is trying to show his approach to politics is a serious one, albeit funny.

"I'm starting to show," he said. "I have a Ronald Reagan style of approach. He was an actor who no one believed was serious about politics. He had a way to make you laugh. But, he understood government."


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