It is the first salvo in a growing debate of what should be a expensive campaign for both sides.
Gov. Rick Snyder argues that potholes are dangerous - they can cause accidents and lives could be lost from crumbling road conditions.
The coalition urging a no-vote ignores the public safety aspect instead in the first commercial it depicts a woman shocked as the purchase is costing her so much money.
It says that Proposal 1 is a tax hike that gives Michigan one of the highest sales taxes in the nation. A guy jumping into her basket is supposed to be a special interest lobbiest.
The customer says she didn't pay for that. That allows the no vote to explain that 40 percent of the sales tax increase does not go to the roads but to unnamed special interests.
Snyder, not knowing the commercial was in the works, says that it is smart to spend $700 million on schools, needy families and local governments.
"So there's a lot of important opportunities that could be smart investment areas," Snyder said. "I don't view those as negatives, I view them as part of the package."
Former congressional candidate Paul Mitchell says that his group is making a six-figure multi-media buy to urge the no-vote.
Snyder defends the extra spending, Mitchell contends it is a waste of our tax dollars.
"The $700 million that I refer to as ransom, that we're paying in order to fix our roads," Mitchell said. "We were held hostage by special interest groups and that offends people."
Snyder's yes campaign is working on it's own commercials - ones that won't feature a lobbyist, but instead Michigan's crumbling roads and bridges.