Coun. Adam Giambrone has made his bid for the mayor's office official, filing the paperwork that makes him a candidate in the race to replace Mayor David Miller.

"Today, it's T minus 258," he told about 300 people at his "Celebrate Toronto" campaign kickoff rally at the Revival nightclub on College Street early Monday night. The election occurs on Oct. 25.

"Look around this room, at this team that has come together in a matter of weeks, days, and in some cases, hours. This to me looks like a winning team."

Outside, about 20 protesters gathered. They were angry over things ranging from local parking issues to the TTC.

Giambrone spoke briefly to reporters at city hall in the morning, saying one of the most important things a mayor can do is listen.

"Mayor isn't an entry-level job," he said. "I've been here at the city for seven years which I think is long enough to have gained some of the experience that you need to learn about how city hall works and yet not long enough to have been here too long to not be open to new ideas."

Two of his opponents -- Rocco Rossi and former MPP George Smitherman -- have no elected municipal political experience, although they do have distinguished resumes and political experience in other ways. Publisher Sarah Thomson, the lone woman in the race so far, has no political experience.

Couns. Giorgio Mammoliti and Joe Pantalone have 15 and 28 years experience on council, respectively.

Giambrone, who chairs the TTC board, had recently sent out a number of unsubtle clues he would be running.

He released invitations to the "Celebrate Toronto" party and posted a jokey YouTube video -- the latter of which had some people harrumphing about his maturity. But it has received at least 38,000 views.

"People have known me as a very serious person over the last couple years. I think at some point, you have to step back and have a little bit of fun with it," Giambrone said.
Some analysts have suggested Giambrone is showing a deliberate strategy to appeal to youthful, left-leaning voters.

Social marketing expert Patrick Thorburn endorsed Giambrone's use of YouTube as a way to reach younger voters.

"I think it's a really smart move for him off the top. I think the challenge will be followup, with new messages that have more substance," he said.

Giambrone will have the services of veteran professional political campaigner John Laschinger, who ran the campaigns of David Miller in 2003 and 2006. Laschinger noted that in 2003, Miller was even further behind in the polls than Giambrone is now.

Smitherman fires back

Smitherman didn't allow Giambrone an unchallenged day in the spotlight, issuing a news statement calling on his opponent to resign as TTC chair.

"Adam Giambrone's four years at the helm have demonstrated his complete inability to run a complex organization. Trains don't run on time -- and even escalators in subway stations don't work,” he said.

"I don't think people should have to tolerate another year of poor service while Adam puts his personal political ambitions ahead of the needs of riders -- the TTC needs full-time leadership now more than ever."

The TTC instituted a 25-cent fare hike for cash fares that kicked in on Jan. 3. The service has also come under fire on a number of fronts, leading Giambrone to say last week that the TTC owes its users an apology for poor customer service.

Giambrone said he would be remaining as both a city councillor and TTC chair.

In a Toronto Star story published on the weekend, he said the TTC board sets policy while the chief general manager is responsible for operations.

"I don't intend to let this campaign distract me from the important work as the chair of the TTC or as a local councillor," Giambrone told reporters Monday.

"I represent 50,000 people in Ward 18 (Davenport), and those people deserve representation."

With a report from CTV Toronto's Alicia Markson