A Cowpoke for Governor?

With his gray Resistol hat and black ostrich-skin boots, the folksy gubernatorial candidate working the food line in a Tyler cafeteria last week looked every bit the old-time Texas cowboy that he is. And the campaign pledges that he rattled off in a gravelly West Texas drawl were just what plenty of voters in the Lone Star State want to hear.

"Double the prisons . . . boot camps for first-felony offenders . . . fight drugs from every direction," urged Republican Clayton Williams. "Free college tuition for good kids from at-risk families . . . better vocational training . . . more private-sector jobs," he went on. And all this with no new taxes.

Williams' cowpoke image and a bundle of cash have propelled him to the fore in a mud-spattered primary season. Riding a nearly 2-to-1 lead over his nearest rival, Texas Railroad Commissioner Kent Hance, into this week's G.O.P. election, he seemed a good bet to win outright, avoiding a runoff. One recent poll shows him going on to beat handily any candidate the Democrats nominate.

Williams has caught on because he offers catchy solutions to complicated problems, with a rustic sincerity that Texans seem to relish. A fourth- generation Texan, he personally leads roundups and spring brandings of the 900 Brangus cattle on his 43-sq.-mi. Happy Cove Ranch in the Big Bend country. He concedes that he once decked a disgruntled ex-employee, explaining, "There are times when you don't call a lawyer." Observes Austin political consultant George Christian: "He typifies what a lot of people think Texas ought to be."

Williams, 58, is a shrewd businessman who grew up on a cattle ranch at Fort Stockton and built a $250 million empire in oil, gas, ranching, banking and communications. He boasts that his business endeavors have created jobs for 100,000 Texans. "I'm a survivor of the oil patch," he tells crowds. "Rebuilding is my purpose. Let's make Texas great again." On the stump at tamale feeds and rodeos, the candidate embellishes his message, bear-hugging his way through crowds, pecking women on the cheek and grabbing a guitar to warble a Mexican ballad. "Look him in the eyes, and you have to trust him," says Tyler motel clerk Boris Johnson. "There's nothing phony. He speaks common sense."

Williams has saturated the airwaves with 30-second TV spots, some featuring Williams on horseback, backlighted by the setting sun. The ads are lavishly shot on film rather than videotape, for higher quality. In one tough-talking commercial, he promises to "introduce ((drug pushers)) to the joys of bustin' rocks." Of the $8.4 million Williams has invested in the race, $6.2 million has come from his own very deep pocket.

Popular though it may be with average voters, Williams' campaign has irritated members of the state's Old Guard Republican establishment, who preferred a more conventional nominee. Dismissing his chances, they spread support among Hance, former Secretary of State Jack Rains and Dallas lawyer Tom Luce. But as Williams gained steam, they reluctantly began to jump aboard with campaign contributions.