[2] His made campaign promises to remedy issues related to school overcrowding, public transportation, parking, as well as to give more attention to the southern part of the city.

[9] The characteristic which was seen as most distinguishing Aharon Maduel, the nominee of the City of All ("Ir Lekulanu") party, in the race was his status as a Sephardi Jew.

[5][2] Yitzhak Laor wrote a piece in Haaretz endorsing Maduel as who he believed would be the best choice for the city's left-wing to vote for.

[5] Maduel, however, was seen by some as splitting the vote of the city's more left-wing voters, harming the prospects of Horowitz.

Horowitz attempted to capitalize off of these sentiments by criticizing Huldai as having focused on enhancing the lives of the wealthy, while ignoring the needs of poor and middle class residents.