From outsider to magic man in four years. The Democratic Party knows the superstar it has in Mayor Bob Duffy - who did not get the party's endorsement during his first run - and is milking the Duffy brand dry to sell the party's slate of primary candidates.

Today, Duffy announced his picks for Tuesday's Democratic primary. The shocker: He did not endorse School Board incumbent Van White, even though White is endorsed by the party.

Duffy said he did not endorse White because White did not ask for the endorsement. And, Duffy said, White has aligned himself "with a different slate of candidates" not endorsed by the party. Duffy said he did not want to complicate things for White.

Duffy added, however, that if White had asked for Duffy's endorsement, he would've gotten it.

White has publicly supported School Board candidate Nancy Sung Shelton and City Council candidate Tom Brennan.

For City Council, Duffy's endorsing incumbents Carolee Conklin and Dana Miller, as well as newcomers Matthew Haag, Jackie Ortiz, and Loretta Scott.

For Rochester School Board: incumbent Cynthia Elliott and former County Legislator Jose Cruz.

"At least one other candidate in the primary is distributing campaign literature that contains my picture," Duffy said. "I want to be perfectly clear that the people standing behind me today are the only candidates that I am endorsing. I do not want voters to be misled."

Duffy would not say who is using his image inappropriately.

He made his endorsement announcement at Democratic headquarters on University Avenue, with all of the chosen candidates standing beside him.

Duffy's School Board announcement was especially interesting. Duffy only endorsed two candidates, even though there are three open seats and a total of seven candidates running in the primary.

Bound to raise eyebrows, too, is Duffy's selection of Elliott, who is a lightening rod for criticism on the School Board.

"She's controversial, but she has a passion for children," Duffy said. "Sometimes it's good to challenge people."

Elliott is known for in-your-face theatrics at School Board meetings, including an incident where she came down from the dais to confront a speaker - sticking her finger in his face.

Duffy said he would not comment on things that he has not witnessed personally. He said that he has attended School Board meetings and "other folks were contentious," but not Elliott.