If you watch enough campaign ads, you'll soon find out that just about every politician is some version of a Family Man. Independent. A Woman of Values. Principled. It's rare that a candidate eschews these tired monikers for a memorable or original title, but Rick Snyder, now Michigan's governor-elect, did just that in this ad produced by Republican ad maven Fred Davis. Snyder, a venture capitalist seeking elected office for the first time, ran as a homegrown technocrat unblemished by a career in politics and ready to turn around Michigan's beleaguered economy. This ad, along with the handle "one tough nerd," effectively introduced Snyder to voters and put him on the path to victory in a competitive primary field.