The 30-second ad, which began running on Tuesday in Chicago, shows a very different side of Emanuel -- all soft-spokenness and humility. "I can rub people the wrong way. Or talk when I should listen," Emanuel acknowledges in the spot. "I own that." Later, he admits: "I'm not going to always get it right."
What would make the man who embraced the nickname "Rahmbo" so contrite, so suddenly? Maybe the prospect of losing a race that prior to the Feb. 24 primary no one thought he could lose. Or post-primary polling that suggests Jesus "Chuy" Garcia has a genuine chance of pulling what would have to be considered a massive upset.
Emanuel is trying to make a simple argument in this ad: I may be a jerk (and I know I am one and I'm sorry), but I'm your jerk. And don't let my abrasiveness get in the way of the accomplishments I have racked up in my first four years.
Will it work? Who knows. But that Emanuel is trying it speaks to just how worried he is.