Reed, currently president of the St. Louis Board of Aldermen (the equivalent of being City Council speaker in NYC), is challenging three-term incumbent Francis Slay in a primary election coming up on March 5.

Reed’s online campaign bio prominently features his role in launching Bike St. Louis, an effort to create safer streets for bike commuting and to connect the city’s parks with bike routes. This 30-second spot, though, has nothing to do with policy specifics. It’s all about imagery, and the predominant images are Lewis Reed biking the streets of St. Louis and hauling his bike up the stairs in the halls of municipal power (and high-fiving people). Do you think his team focus-grouped the spot?