In a new video obtained by a tracker and first reported by the Washington Free Beacon, Democratic Party of Wisconsin Chair Martha Laning tells volunteers in Door County that the Feingold campaign wants to dump the title “Senator.”

“I can share with you what Russ’s campaign has told us so far,” says Laning in the short video. “Never call him Senator Feingold. You’re to call him Russ.”

The comments from Laning reveal a strategy from the Feingold campaign that is meant to downplay and minimize his previous tenure as a U.S. Senator. Feingold was defeated in 2010 by Sen. Ron Johnson.

“They want us to say Russ because in the last campaign it was all about 16 years, 16 years, he’s there too long,” said Laning. “So we want to say he’s just one of us. We want to go back to Russ.”

Laning also tells the volunteers to refrain from another phrase that might remind voters of Feingold’s previous career.

“Another thing is we never want to say “go back” to the Senate. We just want to say electing him to the Senate. They want to totally get away from all that,” said Laning.

In an April Marquette poll, Feingold led Johnson in a rematch 54 to 38. Feingold also posted some rather impressive fundraising numbers in his first report.

But this new video reveals a sensitivity on the part of the Feingold campaign to being branded as a retread. Particularly when Feingold could be on a ticket with Hillary Clinton.

Feingold may be an early favorite, but it appears his campaign understands that his earlier career may still serve as a liability.