Like the Great Ronchetti Roast of 2022, The Keller Effect of 2025 brought New Mexicans together in a big way. Differences put aside, constituents united against candidates most likely to divide us.
Did the relentless “grass roots” meme campaign, to keep Mark Ronchetti (R) out of New Mexico politics, serve as a lesson learned for NM voters? Albuquerque’s 2024 Mayoral race (and subsequent runoff election), showed that Burqueños will show up, when pressed, rather than accept candidates they don’t trust.
I believe we are living in new, very different, times. I wonder which lessons-learned will stick, and I worry about what’s already been taken from us, forever, due to our own complacency.
I don’t think The Keller Effect, in the reelection of Albuquerque’s, third-time Mayor is an anomaly, and by no means is his situation the only one of its kind.
Even people who present as ever well-informed, seem regularly flabbergasted upon realizing the growing atrocities, and corruptions, we’ve all watched unfold over the past year.
The Keller Effect may appear to be at a much lower position on the totem of it all, in relation to the National threats we’re facing – as a fractured society, as broken communities. Yet, I’ve seen local activism shape election outcomes, for the better. The 2022 election for Governor saw a failed bid by Ronchetti, who was all but buried under the most brutally creative “grass roots” meme campaign, probably ever, in New Mexico history.
Even Trump trolling king, California Governor Gavin Newsom, has nothing on that year’s very effective efforts, to ensure Ronchetti would stay out of the top seat in New Mexico.
From mayonnaise on enchiladas, to the possibility that he may very well know all of his cousins, New Mexico had a grand ol’ time roasting the candidate. Division was never the point of the campaign, the New Mexicans behind the effort certainly created a camaraderie, even a fellowship of online protest. All united in rejecting someone not aligned with the majority of the state’s constituents – of all walks of life.
Through humor, voters shared, and all but competed, in a new form New Mexico “roasting”. From delivering plain facts, to scorching commentary, the people’s meme campaign reached, and united, locals all across the state.
At the heart of the clever disses was the fact that Ronchetti was seen as an outsider. Not because of race, or even partisan division. He just presented in self-important ways that did not resonate with most New Mexicans.
Ronchetti lost the election to second-term dynamo, Governor Michelle Lujan Grisham, by nearly 44,000 votes, in November 2022.
November 2025 saw a very different form of protest, and activism. New Mexico’s largest city, mightily said, no. Hell no, to former Albuquerque Police Chief Darren White in a runoff election for Mayor, after the primary election was too close to call.
If you know New Mexico, especially Albuquerque, which more than lives up to its Austin, Texas-like nickname, Albuquirky, and how it can resemble its depiction in Breaking Bad. With that, you’d also know that Burqueños will get passionate, mend perceived divides, when necessary, and band together. (See: the Colorado vs. New Mexico Green Chile Debate. Which is an oxymoron, because there is no competition, and no comparison.)
So, what to do about third-term candidate Time Keller (D)? Many seem to love to hate him from the jump, with no particular leanings. Maybe because he’s too blonde, too clout-chasey, too metal, or perhaps some folks just didn’t personally like him. And I do mean personally. Because part of the quirkyness of ABQ is: everyone knows everyone. It can get eerie when there’s just two scovils of separation between yourself, and perhaps every other person you meet.
When “disgraced” ex-sheriff White (his actual name, not a slur) was up for the job, against Keller, he nearly won it in the primary. It was then that many locals took action.
If only half-heartedly, at first. After likely passively not showing-up to the polls for the primaries. A partial rebuke of Keller, no doubt. But when it sunk-in that an embattled former sheriff, who seemed aligned in some “values”, with an incoming Federal administration, New Mexicans took action, again.
What the “some,” and then “some more,” concerned citizens did was subtle, but effective.
Old headlines, even some real ink headlines on paper, were screenshotted and widely distributed on social media. Old news report urls, from media outlet websites, were dug up and re-circulated. It was rather glorious, if only for the unity. But it went beyond that.
The online reactions weren’t varied. After White built enough momentum to secure the runoff, New Mexicans began to close ranks. Though there were two very distinct camps; One that remembered those stories, heard of some of the scandals, and accusations leveled against White. And the other – those who may have had no clue that these things had even happened, or could still be happening. Not because of willful ignorance or lethargy, but perhaps from a general feeling of hopelessness. Questioning if their voices matter, but moreover concerned over the consequences of skipping out on voting, again.
The current generation of our youngest voters were likely not even born when these headlines were fresh. And, unfortunately, those headlines often went buried, or unchecked.
That was willfully ignorant and lethargic – on the part of journalistic media, and anyone who could have taken action to educate and inform fellow voters, for their own protection, but didn’t. I believe it’s that complacency and blatant disregard for the very real consequences of elections, that stoked Albuquerque to band behind Keller, for the greater good, even if many were vocally unimpressed with the thought of a third round with Keller at the helm.
Both of these election phenomenons are fresh and effective, right now. Seems like a new form of community, and not just a cyber one. People truly connected, and commiserated. I saw it happening, having watched both campaigns unfold in real-time. Neither were a moonshot, or even radical activism.
It was just people coming together to share, and debate the pros and cons of each possible outcome. Could it be that there is a change coming. Could it possibly be a “return” to civility? Accountability? A functioning government that serves the people, as intended? A journey of a thousand steps, as they say.
In any case, we brought Keller back. Love him or loathe him, for whatever reasons, we need a lifeline, and a path forward, away from a movement that has crippled much of our Federal Government. We’ve put him in the position to give us one. We hope and trust (in the voice of Tom Hanks in Saving Private Ryan), that he will “earn this.”
That’s the Keller effect, and it’s desperately needed, in every race across our state. Turns out we can talk to each other, share information, have healthy debate, and remain civil.
New Mexicans, armed with information, and a sense of pride can rise and effect change, no matter how messy the result. We’ve seen that voting with conscience can actually yield positive change, and hopefully a stronger New Mexico.
In 2024 people showed-up, like in ’22. Whether rallying for Keller, in real life, or lambasting Ronchetti with wicked, New Mexico specific burns. New Mexicans can take action, in the most Land of Enchantment of ways.
Can we take this snail’s pace of acquired momentum, and accelerate it? Will New Mexico step up, and show-up for each other, again?
Nationwide mid-term elections are just 11 months away. I hope New Mexico’s special brand of activism, aka The Keller Effect, will continue to grow and evolve. But it will take the strength, perseverance, and the passion of a united front – like New Mexicans exhibited in shutting Ronchetti down, and in booting White from our politics.
It’s like having to eat lima beans to save the world. It’s not pleasant, but we can do this! And our rewards for doing so will be the preservation of the things that connect us, instead voting-in factions that seek to divide us.
Like a big plate of NM Christmas, let’s get it together! (Before we allow whatever’s happening to Carol, on Pluribus can happen to us.)
Happy New Year, friends!
¡Feliz Año Nuevo, amigos!
