Shane Jones has been announced as New Zealand First's candidate for Northland.
Jones is set to go up against National MP Matt King who currently holds the seat, a battle that is tipped to decide this year's election.
Political commentator Shane Te Pou gives Jones a fair go.
"I think there might not be a dead deal on the table, but Willow-Jean Prime is likely to be the Labour candidate, might just tone it down a bit.
"I think he's in with a shot."
Mr Te Pou believes, like Party leader Winston Peters, Jones has enough of an image to win over the public.
"No he's not a Winston, but he is a high-profile in his own right - born and bred in the far North."