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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.

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