Republican gubernatorial candidate Perry Johnson has launched what his campaign describes as the largest and most aggressive early advertising effort in Michigan political history, committing approximately $10 million to television ads over six weeks beginning Feb. 24.

The ad buy, reviewed by The Detroit News, will blanket major media markets across Detroit, Grand Rapids, Lansing, Flint, Saginaw, Traverse City, and the Upper Peninsula. No candidate for statewide office in Michigan is known to have spent so heavily on broadcast advertising this early in a primary cycle.

Johnson, a self-funded businessman from Bloomfield Hills who built his fortune developing quality control systems for the auto industry, says the campaign is designed to present voters with a clear alternative to what he calls “career politicians” who have repeatedly fallen short in statewide races.

“Career politicians have failed Michigan, and recycling the same candidates who have lost time and time again statewide is a recipe for disaster,” Johnson said. “We are putting real resources behind real reform proposals to slash spending in Lansing and return money to hardworking families. We are building the organization necessary to win the nomination and defeat the Democrats in November.”

Johnson, 78, has pledged to eliminate Michigan’s 4.25% personal income tax, arguing that cutting taxes and shrinking state government will spur economic growth and return billions to taxpayers. He has said he will spend “whatever it takes” to win.

His aggressive early move comes in a crowded Republican field that includes U.S. Rep. John James, former Attorney General Mike Cox, former House Speaker Tom Leonard, state Senate Minority Leader Aric Nesbitt, and businesswoman Karla Wagner.

Johnson adviser John Yob said the campaign believes Republican voters are seeking a “Trump-esque businessman outsider” focused on cutting government and returning money to taxpayers. The campaign is also planning a statewide bus tour and weekly tele-town halls to complement the advertising blitz.

On the Democratic side, Secretary of State Jocelyn Benson and Genesee County Sheriff Chris Swanson are competing for their party’s nomination, while former Detroit Mayor Mike Duggan is running as an independent.

With Michigan’s primary set for Aug. 4, Johnson’s early investment signals a strategy centered on building name recognition quickly and defining the race on fiscal reform and outsider leadership before opponents can consolidate support.