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Brasilia – Tuesday saw the debut of television ads by candidates in Brazil’s Oct. 1 elections, and the first spot aimed at winning a second four-year term for President Luiz Inacio Lula da Silva highlighted the achievements of his current mandate.

Under Brazilian electoral law, candidates are entitled to free airtime, apportioned on the basis of their parties’ representation in Congress. Lots are drawn to determine whose ads appear first.

Lula, whose leftist Workers Party enjoys a plurality in the legislature, won the right to fire the opening salvo of the broadcast campaign.

Relying heavily on his personal charisma, the president packed the first of his seven-minute spots with an exhaustive review of what Brazil has accomplished since he took office in January 2003.

He also addressed the issue of corruption, saying that despite the slush-fund scandal that rocked his party in mid-2005, he can “ask for a vote of confidence with a clear conscience.”

As a song with the refrain “Lula again with the force of the people” played softly in the background, the incumbent said that last year’s “ethical crisis” was a reflection of “the entire political system,” and pledged profound reforms if he wins a second term.

Lula described Brazil’s current condition as the best in its history, marked by non-inflationary growth and job creation, rising wages and massive government programs to alleviate poverty.

The president, who stands at around 50 percent in the polls, is seen beaming with confidence and touted as an example of “all the ‘Lulas’ who populate the country,” referring to his rise from the humblest of origins in Brazil’s dirt-poor northeast.

But along with photographs of the head of state as a child, the ad features shots of the now-chief executive with world leaders, including one where he is embracing U.S. President George W. Bush, an image far removed from that of the fist-pumping firebrand leftist of Lula’s past campaigns.

Next up on Tuesday was an ad promoting Lula’s main challenger, centrist Geraldo Alckmin, who enjoys the support of 23 percent of likely voters in recent surveys.

The spot focuses on Alckmin’s record as governor of Sao Paulo, Brazil’s richest and most populous state, presenting him as an honest and capable administrator.

Perhaps seeking to rebut claims that he is not a politician of national stature, the ad includes footage of voters who hail from every corner of South America’s biggest country singing the praises of the ex-governor.

“Brazil is in a hurry and cannot waste more time with so many corruption charges and so many mistakes,” Alckmin said during the 10 minutes he received as the candidate of two parties whose combined strength in Congress exceeds that of the Workers Party.

Nevertheless, the centrist hopeful steered clear of direct attacks on Lula, even pledging to expand some of the social programs launched by the incumbent.

The candidate who now occupies third place in the polls, Marxist former Sen. Heloisa Helena Lima, had just over a minute of television time to make her pitch to voters.

With backing from 10 percent of the electorate, the erstwhile lawmaker who was expelled from the Workers Party for criticizing Lula stressed her own rise from poverty and asked Brazilians “not to vote for corrupt people who rob the poor and favor the bankers.”

Of the four remaining candidates, the only one with wide name recognition is former Education Minister Cristovam Buarque, who quit Lula’s party over the slush-fund revelations.

With about a minute at his disposal, he urged Brazil to embrace a “revolution in education.”

Two other aspirants, center-leftist Jose Maria Eymael and free-market enthusiast Luciano Bivar, offered in even briefer clips – less than a minute – to promote more ethics in politics and lower taxes, respectively.

The last of the hopefuls, Marxist Rui Costa, didn’t beat around the bush. Exhorting Brazilians to “battle for socialism,” he promised to cut workers’ hours while substantially boosting their pay.

Brazil has budgeted 191 million reais ($86 million) for campaign ads this election cycle.

Electioneering over the airwaves will end Sept. 28, three days before Brazilians go to the polls to choose a president, 27 state governors and members of both houses of Congress.