BY MATTHEW STONE

Staff Writer

Brian Rines has opted against future bids for political office since his loss Tuesday in the Democratic primary for a state Senate seat.

But, at least locally, the former Gardiner mayor's political legacy could live on after a quirky campaign advertisement captured its share of attention.

"I may be remembered more for this ad than for my political acumen," Rines, 66, said Friday.

Rines lost the state Senate District 21 Democratic primary to former South Portland Mayor Sharon Benoit, 63, now of Monmouth.

In Tuesday's Kennebec Journal, a campaign advertisement on page B6 touted Rines' strengths, weaknesses and what Rines saw as Benoit's "positives."

The ad played up Rines' focus on economic development, health care, higher education, tax reduction and community facilities.

The ad made no mention of Benoit's weaknesses. Among the weaknesses Rines listed about himself were:

* "Seen by some as arrogant, overly cerebral and shy in groups of new people"

* "Hardly ever on time"

* "Sometimes scratches his ears with what's available -- pencils, paper clips"

* "Can barely walk, can't climb stairs and needs a scooter to get around"

"I was trying to make it clear that there were very distinct differences between us while at the same time respecting her and her candidacy," Rines said. "It also has a tongue-in-cheek quality to it. I think that sometimes campaigns and candidates take themselves altogether too seriously."

Rines, a semi-retired forensic psychologist, said the idea for the ad came from the book "Predictably Irrational," by Dan Ariely and Simon Jones. He said he was trying to reach voters on an emotional level, rather than appealing to them by focusing on specific issues.

"People don't really care at all about what your issues are," Rines said.

The advertisement, he said, was part of his effort to participate in "retail politics," selling his personality to voters rather than selling himself to voters based on issues.

"In a way, it was really a free ad for me," Benoit said.

The advertisement is in no way a negative attack ad but Benoit said she thought Rines brought up a few points he thought would illustrate negative points about her.

"There were a couple things in there that he thought would be a negative," she said.

James Melcher, a political science professor at the University of Maine at Farmington, said central Maine voters could see Benoit's activity in the Portland area, which Rines mentioned, as a drawback.

In addition, Melcher said, voters might view negatively the fact Benoit has lived in the district approximately 10 years while Rines has spent his life in the district.

"There is a degree of 'damning with faint praise' to the things he says about his opponent," Melcher said.

Rines, however, said he intended no criticism of Benoit.

"There were no subtle digs here. This was the truth," Rines said. "I understand why someone who just moved here and was the mayor of South Portland might take a defensive stance."

Melcher said the advertisement also reflects Maine's relatively gentle political style.

"It isn't something that's this professional game at the local level," he said. "People are going to come up with things that are more unusual and distinctive."

Matthew Stone -- 623-3811, Ext. 435

mstone@centralmaine.com