From the Capital Tonight morning memo, which you can subscribe to on the right-hand rail of the blog:

The ads began as late as Sunday morning.

Like its glossy predecessors this year, the latest TV spot featuring Gov. Andrew Cuomo is paid for by the state Democratic Committee, but this time touts his “Tax Free NY” proposal.

The 30-second spot briefly explains the program and then urges lawmakers (or at least voters to urge their legislators) to approve it by the end of the legislative session.

It’s a pretty remarkable turnaround, given that the governor only announced the proposal in the middle of the week.

The ad campaign this year from the governor — which has almost certainly forced him to dip into his own campaign kitty of more than $20 million — has almost been an early precursor to the 2014 re-election campaign, which won’t start in earnest for another year.

But the spots that have promoted timely passage of the budget and Cuomo’s ethics proposal have been replacements for the Committee to Save New York, the now dormant coalition of business groups and private-sector trade unions that backed the governor’s fiscal agenda in 2011 and 2012.

As new disclosure rules for lobbying that would have revealed the coalition’s donor list took effect and Cuomo began emphasizing more liberal economic goals, the committee has quietly stopped lobbying state government.

Instead, it’s duties have been taken over by the state Democratic Committee.

The intent of the latest ad seems pretty clear to get something on the air ASAP: Define the program now before the critics can it instead. It also serves the purpose of pushing the idea that amid scandal and embarrassment in Albany, Cuomo is focusing on policy. For most casual voters and news consumers, it’s the first introduction they’ll have to Tax Free New York. And they’re getting their info on it unfiltered.

But for those critics, there are still a lot of blanks to fill in when it comes to the Tax Free NY proposal, not the least of which is how much it will cost and whether it will create a system of winners and losers picked by Albany.

Administration officials have waved their hands at these questions of cost, saying the program is only attracting new businesses, meaning new economic activity will be generated anyway.

In a way, the ads signal the beginning of the end of the legislative session. Cuomo and legislative leaders have huddled in recent weeks, with top lawmakers emerging from his office to say they had discussed some sort of vague economic development program. This is likely it.

And yet, Cuomo does not have full committals from the Legislature to pass the program as is. There’s still a lot of deal making left to go. Adding the Tax Free program opens up Cuomo’s options on casinos, ethics reform, even some budget issues where a deal could be struck.

Politically, the ads have little downside, even if viewers start to get sick of the governor’s mug on their television. Even with the TV spots in heavy rotation, Cuomo’s reliance on ads likely won’t put that much of a dent into his campaign war chest.

Whether they have desired effect of getting lawmakers to move on legislation is something we’ll know in a month.