James Buchanan powers into Senate race with football-themed ad on grit and quiet work

Rep. James Buchanan is leaning hard into his fullback roots in a new Senate campaign launch video, casting himself as the kind of leader who lowers his shoulder, hits the gap and does the unglamorous work that keeps things moving.

The spot, titled “Trenchwork,” opens with Buchanan walking through fog on the Cardinal Mooney High School football field before cutting to grainy VHS footage of his playing days.

It features archival video of Cardinal Mooney’s legendary head coach Mike Dowling, who died in 2019, praising Buchanan as “a great strong full back” who is “tough,” “a great blocker inside,” and someone who has “breakaway speed when he does get through the line.” Buchanan wore No. 34 as a star fullback at Sarasota’s Cardinal Mooney from 1997 to 2000.

A four-star recruit and Florida’s top pure fullback prospect, Buchanan signed with Florida State University. His senior-year Cardinal Mooney stats — 115 carries for 695 yards and six touchdowns, plus three catches for 45 yards and another score — earned him spots on Max Emfinger’s Top 100 and the Florida Times-Union Super 75. He chose FSU over Florida, Texas and Boston College. 

The film, produced on the Cardinal Mooney field by GOP consultant Max Goodman, pivots from football grit to political messaging. Buchanan turns directly to the camera and highlights work done out of the spotlight, saying he keeps in mind “the single mom working two jobs,” “the small-business owner struggling to make payroll” and “the retirees wondering if they can afford to stay” when he votes in Tallahassee.

“Sometimes it’s about clearing a path so others can succeed, whether on the field or in the legislature,” Buchanan said in the ad. “I’ve always believed leadership’s about doing the work others don’t see.”

The video connects that philosophy to his legislative record, highlighting efforts to improve water quality, reduce flood risks, strengthen first-responder training, push back against rising property taxes and prepare the region for future growth. Buchanan says he’ll continue delivering results “whether working with the Governor or the President of the United States.”

The video reinforces the message, cutting to Buchanan’s Office where the camera pans across a Make America Great Again hat and a copy of “The Bowden Way” on his bookshelf, to scenes of him with his family, with Gov. Ron DeSantis and First Lady Casey DeSantis, and standing in the Oval Office with President Donald Trump.

“Leadership is not about headlines. It’s about hard work, accountability and standing strong for the people you represent,” he said. “In football, games are won in the trenches. In public service, it changes lives.”

Buchanan, a Sarasota County real estate broker and small-business owner, has served in the Florida House for the past seven years. He holds a bachelor’s degree in finance and entrepreneurship from Florida State University and an MBA from the University of South Florida. Buchanan currently lives in Sarasota County with his wife, Lea, and their three children.

Past campaign messaging for his House district races emphasized positions on illegal immigration, insurance reforms, universal school choice, tax relief, Second Amendment protections, bans on diversity, equity and inclusion programs, water-quality funding, and efforts targeting Big Tech. It also highlighted local issues such as red tide, infrastructure needs and health care access.

Buchanan is the first candidate to file for the open Senate District 22 seat, which Sen. Joe Gruters is vacating because of term limits. Gruters also now serves as Chair of the Republican National Committee.

Buchanan chairs the House Commerce Committee and is part of Speaker Daniel Perez’s leadership team. His Senate bid has drawn endorsements from Senate President Ben Albritton, Senate President-designate Jim Boyd, Sen. Jay Trumbull, Gruters and Rep. Fiona McFarland, along with industry groups including the Florida Realtors and Associated Industries of Florida. He has already raised at least $190,870 for the campaign.

In 2024, Buchanan won re-election to House District 74, which overlaps with SD 22, by 48 points over his Republican challenger.

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Jacob Ogles of Florida Politics contributed to this report.