Ferrer schools Bloomberg in essay contest

If you've been paying attention to the New York City mayoral campaign, you must be in it.

If you've been paying attention to the New York City mayoral campaign, you must be in it.

Because no one is paying attention to the New York City mayoral campaign. Ask most New Yorkers what they think of Fernando Ferrer and they'll tell you the Mets have jumbled their infield too much this season to keep track of every no-name Dominican import.

But last week, Ferrer did something so funny, so irreverent, and so out of character that not just one, but two New York newspapers wrote a little thing about it. If you count this article as well, that makes three stories more than it probably deserves.

But we're here to applaud effort, so congratulations to the Ferrer campaign, which momentarily cast off its stuffy airs to poke a little fun at Mayor Michael Bloomberg before he gets re-elected.

On Monday, the mayor helped award the prize for a student essay-writing contest organized by Scholastic and the New York Post. Seizing on the opportunity, Ferrer's campaign e-mailed reporters a mock "What I did this summer" essay, supposedly written by Bloomberg, poking fun at his failure to win approval for a football stadium in Manhattan.

"[W]hen I told everyone about my great idea...no one was very fun. They said that we had to do things like build schools ... and pay teachers and police officers more...It's so much more fun to ride around in my helicopter."

The release reportedly baffled the media, which isn't used to such frivolity from Ferrer. Even better, the Bloomberg retort was prissy and humorless, momentarily rendering Ferrer the coolest guy in the race.

Which isn't saying much.

  • Douglas Quenqua writes PR Play of the Week. He is PRWeek's news editor.

    Ratings:

    1. Clueless

    2. Ill-advised

    3. On the right track

    4. Savvy

    5. Ingenious

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