SUBSCRIBE to Capitol Fax      Advertise Here      Mobile Version     Exclusive Subscriber Content     Updated Posts    Contact
To subscribe to Capitol Fax, click here.
Rate Dan Rutherford’s first TV ad

Thursday, Feb 6, 2014

* As we discussed yesterday, this is a “modest” buy airing Downstate

Dan Rutherford - Jobs (30 Second Commercial) from Dan Rutherford on Vimeo.

- Posted by Rich Miller        

  1. - LittleLebowskiUrbanAchiever - Thursday, Feb 6, 14 @ 9:23 am:

    For an intro spot, it should have his name throughout.

  2. - anon - Thursday, Feb 6, 14 @ 9:23 am:

    “focused on the fact of…?” with so little script, you would think that this sentence would at least make sense. Good message, poor delivery.

  3. - Oswego Willy - Thursday, Feb 6, 14 @ 9:25 am:


    Dan says one line, and the line is just pure politics, and no connection to voters … then “hand shakes all around!” … then a repeat of the line?

    If this is just to get Dan’s face in front of the voters, yeah ok, you get the “Gentleman’s ‘C’ For Effort”, but the first impression as “the candidate for governor Dan Rutherford” is that he goes to sleep and wakes up, and he thinks about “us” and has a nice handshake.


    Note: I am rating the Ad, not all that is swirling, the Ad’s effectiveness in all that is swirling, or the impact of running any Ads during this time, with all his campaign is dealing with, today.

  4. - speech writer needed!!! - Thursday, Feb 6, 14 @ 9:26 am:

    Starts out awkwardly and finishes the same way……

    He needs a new creative team, new wording…..

  5. - Chi - Thursday, Feb 6, 14 @ 9:27 am:

    It’s good, bright, positive. He comes off as friendly; makes the allegations against him harder to believe. How can you not like the guy in this commercial? But is it too persnickety to fault his grammar; “focused on the fact of how we put Illinoisans back to work”?

  6. - Adam Smith - Thursday, Feb 6, 14 @ 9:29 am:

    Agree w/ anon. Two sentences and you can’t make basic grammatical sense. That just jumped out at me.

    Visuals are good, nice vibe. But doesn’t get his name out there. During the hand shaking voice over should say “State Treasurer Dan Rutherford has been fighting to save Illinois’ economy and put people back to work.” or some such.

    I give it a C+

  7. - Bill White - Thursday, Feb 6, 14 @ 9:30 am:

    If he takes the pummeling he is taking and keeps on going, almost any message will work.

    Especially if the piece portrays Rutherford as a likeable guy.

  8. - Powell - Thursday, Feb 6, 14 @ 9:35 am:

    if you are going to say one sentence twice in a 30 second ad, try to make sure it makes sense.

    DR needed a breakthrough ad, this isn’t it.


  9. - hisgirlfriday - Thursday, Feb 6, 14 @ 9:35 am:

    Maybe this is nitpicky but I don’t like ads where the person is looking off to the side of the camera, especially with Dan looking to the side and down like he is reading or something.

  10. - wordslinger - Thursday, Feb 6, 14 @ 9:37 am:

    –“focused on the fact of…?” with so little script, you would think that this sentence would at least make sense. –

    It’s terrible.

    “Get up in the morning and go to bed at night?” Isn’t that the same as ” work night and day.” Sorry, it’s taken.

    By the way, who are you? Why do you assume that I know? Would you like me to vote for you? Ask me.

    You have 30 seconds. Say something!

  11. - RoPo Ranger - Thursday, Feb 6, 14 @ 9:38 am:

    I was expecting a little bit more from Rutherford’s ads. This one looks like they just pulled a few shots out of the video from his website.

  12. - Wensicia - Thursday, Feb 6, 14 @ 9:39 am:

    He should of introduced himself and the message reminded me of Quinn’s “working night and day” line. He should start with something more original. C-

  13. - Smoggie - Thursday, Feb 6, 14 @ 9:39 am:

    Is “Illinoisans” a word?

    It sounds like something Ron Burgundy might say.

    I give this a D. It seemed to lack any effort. I sure hope it was done by interns rather than by paid staff.

  14. - And I Approved This Message - Thursday, Feb 6, 14 @ 9:39 am:

    C-. Way too much time with just visuals and no verbal message. And why would you repeat the same line about going to bed and getting up in a 30 second spot? A waste of time. He is an excellent hand shaker though.

  15. - Sage - Thursday, Feb 6, 14 @ 9:40 am:

    C-. He repeats the same line twice, and it isn’t even grammatically correct. It also just seems “uninspired” and, I agree with LLUA, there isn’t enough repetition of or focus on his name.

  16. - John A Logan - Thursday, Feb 6, 14 @ 9:41 am:

    Jobs always polls well regardless of party affiliation, so I understand the simple direct message. I give it a B. However once Rauner throws some money downstate, it will be lost in the shuffle of messaging. Just not that memorable of a spot.

  17. - Empty Chair - Thursday, Feb 6, 14 @ 9:42 am:

    You need to make it to the end of the ad to find out who it’s for? D- And his name is smaller font than “For Governor”. Also, is he reading from a piece of paper to his right throughout the ad?

  18. - Just Me - Thursday, Feb 6, 14 @ 9:45 am:

    I kinda like it. It’s better than working night and day on a dozen different priorities.

  19. - Oswego Willy - Thursday, Feb 6, 14 @ 9:45 am:

    “I’m going to roll up my sleeves, put my sandwich in my lunch pail, and grab my broom. Cause it’s a MESS!”

    Just saying …

  20. - Norseman - Thursday, Feb 6, 14 @ 9:50 am:

    The ad is underwhelming. It’s done on the assumption that his name recognition is high and voters already accept his legitimacy as an office holder. I’m not sure that’s the case. There are ads now running by the Baron’s friends already challenging the credibility of the 3.

    The main line - from 1st day in office until the last day wake up each day focused on how we put more jobs blah, blah, reminds me of Quinn’s night and day mantra.

    If this were one of several short different issue spots, I’d give him some brownie points. However, as an opener I’m extremely disappointed.

  21. - Newsclown - Thursday, Feb 6, 14 @ 9:51 am:

    Making a commercial is like making an arrow: add too many sales points, and you blunt the point more and more, until it won’t stick in the target. That said, this one feels a bit sparse on message. It could have reinforced the JOBS meme by adding “I’m a legislator, AND a successful private businessman. Together, WE can make Illinois better, for everyone”, over that glad-handing montage.

  22. - Tom Joad - Thursday, Feb 6, 14 @ 9:53 am:

    This ad might work for a State Rep race, but not a statewide race.

  23. - Jake From Elwood - Thursday, Feb 6, 14 @ 10:03 am:

    Your TV ad buys are few and far between. Please say something when you are given the opportunity. Shaking a bunch of hands and Clintonesque hand gestures are not enough.

    Like the tie however.

  24. - Chicago Cynic - Thursday, Feb 6, 14 @ 10:03 am:

    Really? This is the best take they had? “Focused on the fact of how we put…” What is wrong with these people. Try this: Treasurer, I’m sorry but that didn’t come out right. Let’s do another take.”

    Been there. Done this. Shot candidates sometimes 20 or more times in order to get it right. Shame on them.

  25. - Empty Suit - Thursday, Feb 6, 14 @ 10:05 am:

    Ugh. Let the tail spin begin.

  26. - langhorne - Thursday, Feb 6, 14 @ 10:14 am:

    ok, at best it shows we are supposed to believe he is enthusiastic, sincere, and will work hard for us every day. um, except when he is in israel, china, australia?

    very weak content. “D”

  27. - Reality Check - Thursday, Feb 6, 14 @ 10:15 am:

    Complete failure. Few people know Dan Rutherford’s name, much less his face. This spot never says his name and doesn’t put it on screen til the last two seconds, and it never says Republican! Flush the money down the toilet, it’d have as much effect on the race.

  28. - Cam Brady - Thursday, Feb 6, 14 @ 10:26 am:

    100% spot on Willie, it’s basically just a spin on Cam Brady’s opening line from the first debate in the movie

  29. - Gabe - Thursday, Feb 6, 14 @ 10:32 am:

    Proper grammar be is overrated.

  30. - A guy... - Thursday, Feb 6, 14 @ 10:38 am:

    It’s not going to win an Emmy, but its a B. I get it. I know who he is. He’s addressing the big issue of jobs. If he runs it enough, it will re-enforce him and his message. Ironically, I got an email from him this morning stating that these will be unveiled during the Sochi Olympics and his first flight will air during…Figure Skating. Might be smart to divide this with some Hockey too. He’s running hard after women. At least its a strategy. It’s harder to rate these until you see a series and where it goes. This lays a foundation. It’s good enough.

  31. - Soccermom - Thursday, Feb 6, 14 @ 11:14 am:

    I am getting pretty tired of the “I wake up thinking about your job” meme.


  32. - hisgirlfriday - Thursday, Feb 6, 14 @ 11:19 am:

    @Smoggie: Yes, “Illinoisans” is a word. I don’t think I’ve ever heard the people of this state called anything else.

  33. - Cincinnatus - Thursday, Feb 6, 14 @ 11:20 am:

    - hisgirlfriday - Thursday, Feb 6, 14 @ 11:19 am:

    @Smoggie: Yes, “Illinoisans” is a word. I don’t think I’ve ever heard the people of this state called anything else.


    Other than by late night comedians…

  34. - walker - Thursday, Feb 6, 14 @ 11:25 am:

    Ok. Friendly face and tone. Almost no message. At least some will see there’s someone besides Brucie in the race.

    Time’s a wastin’.

  35. - Raising Kane - Thursday, Feb 6, 14 @ 11:26 am:

    With Tom Joad on this one. Dan keeps running a legislative race while Rauner is running a Gov’s race. You see it at every level: staff, endorsements, messaging and now ad quality.

    Even putting aside the craziness in his office, Dan just isn’t running this race to win it….he isn’t executing even the campaign basics very well.

  36. - VictorNorth - Thursday, Feb 6, 14 @ 11:40 am:

    Dreadful first ad.
    He should have started with “Hi, I’m Dan Rutherford, Illinois State Treasurer, and I’m running for Governor of Illinois because…..”

  37. - Arthur Andersen - Thursday, Feb 6, 14 @ 11:53 am:

    Retired teachers will focus on that horrible grammar.


  38. - Wally - Thursday, Feb 6, 14 @ 12:01 pm:

    Needed to say his name at least 3 times, never said it once. Many people are pre-occupied when commercials come on, unless they glance up at the last 2 seconds of the ad, they won’t know who the ad is about. And why wasn’t his name at the bottom of the screen throughout the 30 seconds. C’mon, gotta do waaaaaaay better than this.

  39. - Siriusly - Thursday, Feb 6, 14 @ 12:19 pm:

    Siriusly is this/close to changing its nickname to “Focused on the fact of”

  40. - Tom - Thursday, Feb 6, 14 @ 12:42 pm:

    I would have put his name up during the entire ad.

  41. - Cheswick - Thursday, Feb 6, 14 @ 12:53 pm:

    Did they using some kind of editing software to make his eyes look bluer than blue?

  42. - VanillaMan - Thursday, Feb 6, 14 @ 12:57 pm:

    What Rutherford needs to do is showcase to Primary voters how he will run in the General.

    That is what this ad does.

    Solid B.

  43. - Upon Further Review - Thursday, Feb 6, 14 @ 2:12 pm:

    Modest? Meh. Generic? Absolutely. It is a weak ad that will not move too many voters.

  44. - Anon - Thursday, Feb 6, 14 @ 3:50 pm:

    My guess is that one who produced this ad is the same one who is managing Dan’s campaign — himself.

  45. - Chicago Cynic - Thursday, Feb 6, 14 @ 3:53 pm:

    Anon, BINGO! Dan is managing his own campaign because he either a) is too cheap to hire good people; or b) thinks he’s smarter than everyone else. Either way, it’s a disaster in every sense.

  46. - Arthur Andersen - Thursday, Feb 6, 14 @ 8:05 pm:

    Siriusly, lol. I had the same thought.

  47. - Pot calling kettle - Thursday, Feb 6, 14 @ 11:20 pm:

    On Friday, Rich needs to have a rewrite the text contest. If we can get the gang together, we can fix this ad, I just know it!

Sorry, comments for this post are now closed.

* Dold demanded DCCC ad linking him to Trump be taken off the air
* Rauner handing out bonuses to non-union employees
* Miles away and worlds apart
* Question of the day
* *** UPDATED x1 *** Everybody wants to get into the act
* The opposite of slick
* The Trib's closing argument: It's all about Madigan
* The expectations game
* Did Rauner kick a big can?
* More unintended consequences?
* From 23 down to 0
* Hey, Cub fans!
* An amateur nails it
* It can always get worse
* Republicans dispute Trib numbers, say Madigan doing better than realized
* Trump not cooperating with Rauner's best laid plans
* SUBSCRIBERS ONLY - Today's edition of Capitol Fax (use all CAPS in password)
* This just in... $12 million contribution to Leader Durkin, $2 million to Munger
* Yesterday's blog posts

Visit our advertisers...






Search This Blog...

Search the 98th General Assembly By Bill Number
(example: HB0001)

Search the 98th General Assembly By Keyword

* Xiaomi announces the massive 6.4-inch MI Mix concept phone with a 91.3% screen-to-body ratio
* That Daydream-separate Google VR headset is reportedly ‘advancing’ quite rapidly
* HYPR raises $3 million to keep hackers from getting their hands on your fingerprints
* Latest round of Galaxy S8 (Edge) gossip includes up to 8GB RAM, 80 percent screen-to-body ratio
* Xiaomi Seeks to Impress in Premium Space With 5.7-inch 'Mi Note 2' Phone
* Xiaomi announces the dual-edged Mi Note 2 with 5.7-inch QHD display, 6GB RAM, and global LTE support
* Xiaomi Mi VR headset looks familiar, costs a lot less than its Western rivals

* White Sox developing promising OF prospects
* Podcast: 2016 White Sox Outfield Review
* mikecws91's Offseason Plan
* The ten best developments of the 2016 White Sox season
* KenWo4LiFe's off-season plan
* Getz to oversee White Sox Minor Leagues
* Getz to oversee White Sox Minor Leagues


Main Menu
Pundit rankings
Subscriber Content
Blagojevich Trial
Updated Posts

October 2016
September 2016
August 2016
July 2016
June 2016
May 2016
April 2016
March 2016
February 2016
January 2016
December 2015
November 2015
October 2015
September 2015
August 2015
July 2015
June 2015
May 2015
April 2015
March 2015
February 2015
January 2015
December 2014
November 2014
October 2014
September 2014
August 2014
July 2014
June 2014
May 2014
April 2014
March 2014
February 2014
January 2014
December 2013
November 2013
October 2013
September 2013
August 2013
July 2013
June 2013
May 2013
April 2013
March 2013
February 2013
January 2013
December 2012
November 2012
October 2012
September 2012
August 2012
July 2012
June 2012
May 2012
April 2012
March 2012
February 2012
January 2012
December 2011
November 2011
October 2011
September 2011
August 2011
July 2011
June 2011
May 2011
April 2011
March 2011
February 2011
January 2011
December 2010
November 2010
October 2010
September 2010
August 2010
July 2010
June 2010
May 2010
April 2010
March 2010
February 2010
January 2010
December 2009
November 2009
October 2009
September 2009
August 2009
July 2009
June 2009
May 2009
April 2009
March 2009
February 2009
January 2009
December 2008
November 2008
October 2008
September 2008
August 2008
July 2008
June 2008
May 2008
April 2008
March 2008
February 2008
January 2008
December 2007
November 2007
October 2007
September 2007
August 2007
July 2007
June 2007
May 2007
April 2007
March 2007
February 2007
January 2007
December 2006
November 2006
October 2006
September 2006
August 2006
July 2006
June 2006
May 2006
April 2006
March 2006
February 2006
January 2006
December 2005
April 2005
March 2005
February 2005
January 2005
December 2004
November 2004
October 2004

Blog*Spot Archives
November 2005
October 2005
September 2005
August 2005
July 2005
June 2005
May 2005


RSS Feed 2.0
Comments RSS 2.0


* Ohio, Illinois Governors Place Bets Over Cubs-I.....
* Ohio, Illinois governors place bets over Cubs-I.....
* Ohio, Illinois governors place bets over Cubs-I.....
* Ohio, Illinois governors place bets over Cubs-I.....
* Ohio, Illinois governors place bets over Cubs-I.....
* Ohio, Illinois governors place bets over Cubs-I.....
* Ohio, Illinois Governors Place Bets Over Cubs-I.....
* Ohio, Illinois governors place bets over Cubs-I.....
* Ohio, Illinois governors place bets over Cubs-I.....
* Ohio, Illinois governors place bets over Cubs-I.....

* EXCHANGE: Eagle Scout establishes new campsite
* Ohio, Illinois governors place bets over Cubs-Indians series
* Hand, foot and mouth disease spreads on Illinois campus
* Cleveland's Ontario Street center of sports world Tuesday
* Protesters set up camp in project's path for the 1st time
* Recording '59 JFK speech to be played in Illinois theater
* Recording '59 JFK speech to be played in Illinois theater
* Want to see World Series at Wrigley? It will cost thousands
* Want to see World Series at Wrigley? It will cost thousands
* Authorities: Skydiver dies after hitting sign in Illinois

* Feds end lease with Illinois for state park, citing neglect
* Statehouse Insider: Tomorrow's a new day; in Illinois, that may not be good
* Cook County lawyer who posed as judge criminally charged
* 1,100 non-union state workers getting $3,016 bonuses
* Springfield veteran honored for volunteer work
* Central Illinois soldier killed in Afghanistan
* Rauner administration awarding more than $3 million in bonuses to non-union workers
* SIU injury-prevention program reinstated through stopgap budget
* Survey: 386 state jobs could relocate to Springfield
* SIU injury-prevention program reinstated through state's stopgap spending plan

* Caterpillar rally imperiled as sales recovery proves elusive
* U of I biz school gets Deloitte gift to help fund transformation
* Lions and Cubs and angry aldermen, oh my
* Emanuel taps United exec as new McPier chairman
* Ready for sticker shock? Obamacare prices revealed

* Illinois Route 390 ramp closed in Itasca
* Man shot in Marquette Park
* Man wounded in West Englewood shooting
* Obama helping Democrats in close Senate, House races
* Dear Abby: Should I report a baby with bruises?
* Georgia Nicols horoscopes for Oct. 25, 2016
* Cubs, Indians ride home runs more in playoffs
* Fantasy Fools: Nothing goes as expected — as usual
* Obama reads mean tweets on Jimmy Kimmel show
* Doctor listings often wrong in Medicare advantage directory

* Trump can't just be defeated. He must be humiliated.
* Cancer center founder asked about new wife's jewels at divorce trial
* Three friends killed in crash during trip to Milwaukee: 'We are absolutely devastated'
* 16-year-old killed, 11 wounded in Chicago shootings
* Morning Spin: State comptroller candidates to debate tonight
* Watch Will Ferrell reprise Harry Caray role on 'Jimmy Kimmel Live'
* Sign marking brutal slaying of Emmett Till in Mississippi riddled with bullet holes
* Militants attack Pakistan police academy, killing 59
* Preckwinkle wants more nonviolent defendants released from jail
* Watch 'The Late Show' credit an evil wizard for Cubs playoff success

The widget AQL4JYGHIY powered by Feed Informer does not exist.

* Our Opinion: Endorsing Bourne, DelGiorno for the Illinois House
* Kathleen Parker: You can dress him up, but Trump is Trump
* Our Opinion: Leslie Munger endorsed for Illinois comptroller
* Feds end lease with Illinois for state park, citing neglect
* Our Opinion: With poor choices, Clinton gets nod for president
* Statehouse Insider: Tomorrow's a new day; in Illinois, that may not be good
* Bernard Schoenburg: DelGiorno apologizes for backer's vulgar Facebook post
* Cooler temperatures lead to greater needs
* Women for Women tops half million mark
* Cook County lawyer who posed as judge criminally charged

* MJs Minute: Barry Houser
* Top of the Morning, Oct. 25, 2016
* Twelfth Congressional candidates set to meet in Belleville for Thursday's debate
* Rick's Six: Rain for the Q-C and Cub hysteria
* English: Enjoy every minute of it, Cubs fans
* Safety derailed: Benton’s train problem
* Local parties hit home stretch before Election Day
* 'Halloween Hike' event set for Friday at Lincoln Log Cabin
* Martinsville man injured in motorcycle-bus accident
* Ronald Lynn Huckleberry

* Dawn Patrol: Will Schwarber be DH for Cubs in Game 1 tonight?
* Why this Chicago Cubs team is not affected by hype, history
* Eric Clapton's concerts designed in this St. Charles man's home
* The Latest: Turkey mulls Iraq ground action amid IS threat
* UK government approves new runway at Heathrow airport

* House lawmakers overcome hurdle on key tra...
* Rodney Davis talks funding with Bloomingto...
* The agency that fought Illiana gets a new ...
* Rep. Dold takes educational cruise down Ch...
* Lawmakers decry high turnover rate of VA h...
* CBD Oil, and politics
* Simon considering state Senate bid
* Killer Congressman Tom MacArthur trying to...
* Shutdown? State may not notice
* Rep. Bob Dold

* Cubs-Indians World Series tickets could cr......

* Health questions remain, but Sen. Kirk won......
* Race between Duckworth, Kirk key to determ......

* Illinois REALTORS® urge voters to reelect Sen. Rezin
* Morning Minute: First-time buyers help push U.S. home sales higher in September
* Vote for Sen. Forby says Illinois REALTORS®
* CFPB power among topics that attract exceptional webinar attention
* Schimpf receives IE support from Illinois REALTORS®
* Illinois REALTORS® give Rep. McAuliffe IE support
* Helping Lake County immigrant families gives local REALTOR® joy
* Morning Minute: Get your house ready now for the winter months
* Illinois REALTORS®: Vote Reick for Illinois House District 63
* 24 candidates who deserve REALTOR® support in general elections

* Governor’s Children’s Cabinet Makes Lead Poisoning Prevention A Priority - October 23-30, 2016 - National Lead Poisoning Prevention Week
* Illinois EPA Sponsors Interactive Environmental Education Event with Riverton Elementary School - Riverton Third and Fourth Graders “Dive In!” to Celebrate the Environment
* Illinois Department of Veterans’ Affairs Honors Veteran Mr. George Pempek
* Illinois Partners with State of Telangana, India to Strengthen Smart State Initiatives - State to state agreement to accelerate opportunities and service to citizens
* Illinois EPA Announces Vehicle Emissions Testing Network Updates - New Contract to Offer More Efficient, Less Expensive Tests

      Hosted by MCS SUBSCRIBE to Capitol Fax Advertise Here Mobile Version Contact Rich Miller