Other changes are also underway on the campaign. Following pledges from advisers to ensure a more diverse staff than in 2016, particularly in its upper ranks, Mr. Sanders hired a new campaign manager, Faiz Shakir, the former A.C.L.U. political director and the first Muslim to ever run a presidential campaign, as well as a new political director, Analilia Mejia, a progressive activist. The campaign also said it had brought on a diverse group of new co-chairs, including Nina Turner, the president of the Sanders-aligned group Our Revolution, and Carmen Yulín Cruz, the mayor of San Juan.
“One of the biggest differences,” said Chuck Rocha, a senior adviser to Mr. Sanders, “is we’re being very determinative about making sure that this campaign reflects the face of America and the fabric of our country.”
But just days into Mr. Sanders’s second run, his contempt for mainstream party politics and tactics obscured a rollout that brought him $10 million in the first week of the campaign.
Last Monday, the day before he began his candidacy, Mr. Sanders arrived at a Burlington studio with a script for the announcement he had crafted himself that reflected his longstanding stump speech. “Our campaign is about taking on the powerful special interests that dominate our economic and political life,” he said, speaking in front of a screen with an image of a superimposed bookcase.
Mark Longabaugh, Julian Mulvey and Tad Devine — Mr. Sanders’s media consultants and three of his top advisers from the 2016 race — were informed only at the last minute of the change of plans and they were enraged, according to Democrats directly familiar with the episode. They had produced a much shorter video with higher production value.
But Mr. Sanders and his wife did not like how he appeared in the video and were uneasy with some of the content that did not feel true to his unvarnished message, these Democrats said.
The Sanders’s instincts served them well, at least in terms of how the spot would be received by his supporters: A blast email on the day of his announcement with the text from the do-it-yourself ad drew an enthusiastic response. Even though there was no direct fund-raising request in the ad, it helped Mr. Sanders raise a record $6 million in the first day of his campaign.
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