In blue New Jersey, Ciattarelli woos disillusioned voters with pitch inspired by Trump, Reagan

Republican Jack Ciattarelli is taking a page from the political playbooks of Donald Trump and Ronald Reagan in his final pitch to New Jersey voters, trying to rally disillusioned constituents behind his bid for governor.

Drawing inspiration from Mr. Trump’s direct appeal to skeptical Black voters — “What do you have to lose?” — and Mr. Reagan’s iconic 1980 debate closer — “Are you better off than you were four years ago?” — Mr. Ciattarelli is crafting his own challenge to the status quo. 

His message aims to forge a broad coalition across party lines in a state that has long leaned Democratic, as he takes on Rep. Mikie Sherrill.

“Democrats have controlled the legislature for 25 years and the governorship for eight. Are things better?” Mr. Ciattarelli said in a pointed closing remark at the second and final debate.

Indeed, it’s a challenge for Ms. Sherrill and fellow Democrats to deflect mounting criticism of the longtime leadership in deep blue New Jersey, which the candidates agree faces an “affordability” crisis.

Democratic Governor Phil Murphy has occupied the governor’s mansion since taking the reins from Republican Gov. Chris Christie in 2018. Democrats have also held a firm grip on the state legislature in Trenton since 2002.

To top it off, Democrats hold ten of the thirteen seats in the congressional delegation, and the state has not voted Republican in a presidential election since Mr. Reagan carried the state in 1988.

These entrenched political dynamics illustrate the uphill battle Mr. Ciattarelli faces.

At the same time, it has also allowed Mr. Ciattarelli and his allies to rally support by leaning on the Trump- and Reagan-style appeals that both make inroads with voters fed up with the status quo.

“For 25 years, Democrats have controlled Trenton and Washington’s allies in New Jersey politics — and what has it gotten us? Higher taxes, out-of-control spending, families and businesses fleeing, and communities that feel forgotten,” New Jersey GOP chairman Glenn Paulsen said last month following the first gubernatorial debate.

The argument can also be made that New Jersey is drifting rightward.

Mr. Trump narrowed his margin of defeat in the state from 16 points in 2016 to just 6 points in 2024. Meanwhile, Mr. Ciattarelli came within four points of unseating Mr. Murphy in 2021 — four years after Mr. Murphy’s 14-point victory.

Mr. Ciattarelli is looking to build on that momentum, and recent polling suggests he’s within striking distance. 

An Emerson College poll released late last month showed the race a dead heat, tighter than most surveys.

Notably, it also found that more voters approved of Mr. Trump, 41% than Mr. Murphy, 35%.

Against that backdrop, Mr. Sherrill is leaning on a well-worn Democratic strategy: tying Mr. Ciattarelli to Mr. Trump and painting him as a shady businessman whose wealth stems from others’ suffering.

“He touts being a businessman, but he made millions working with some of the worst opioid offenders, publishing propaganda claiming opioids were safe while tens of thousands of New Jerseyans die,” Ms. Sherrill said, referencing Mr. Ciattarelli’s ties to pharmaceutical companies linked to the opioid crisis.

Earlier, she gave Mr. Trump an F grade for his presidency, blaming his tariffs and signature One Big, Beautiful Bill Act for rising costs in food, health care, energy, and housing. She also condemned his deployment of the National Guard to support federal immigration enforcement, calling it a violation of federal law.

Casting Mr. Ciattarelli as a Trump stooge, she said he has “shown zero signs of standing up to this president” and called him “100% MAGA.”

Mr. Ciattarelli, for his part, has embraced much of Mr. Trump’s legacy.

At Wednesday’s debate, he gave Mr. Trump an A and argued that New Jersey would benefit from a governor with a working relationship with the White House. 

He credited Mr. Trump with securing the southern border, lowering inflation, and opposing New York’s congestion pricing plan, which would have affected New Jersey commuters.

He also bristled at Ms. Sherrill’s attacks on his business record, pivoting to the Trump administration’s efforts to curb illegal drug trafficking.

“Shame on you,” Mr. Ciattarelli said. “Under [President] Biden, tens of thousands crossed the border daily, worsening fentanyl trafficking. Since the border was secured, fentanyl has decreased significantly. She backed open-border policies.”

“As for my career, her claims are lies,” he said. “I’m proud of my work.”