Politicians now campaigning on Servant Leadership

Down in South Carolina, Dr. Oscar Lovelace has decided to challenge the current govenor in an upcoming Republican primary. See here and here. Lovelace recently began a television advertising campaign in which he talks, although rather vaguely, about servant leadership. It is towards the end of the commercial where he says: "I believe that our state needs government that works, servant leadership, that's why I'm running for governor."

I really like the idea of servant leadership in government. Although I must admit that is seems like the term was just thrown in. You can watch the entire commercial on his website, which is here. Are you as confused as I am as to why he used 'servant leadership?' Or am I missing something?