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*** UPDATED x1 *** Rate Rauner’s new TV ad

Wednesday, Jul 23, 2014

* From a press release…

Bruce Rauner’s campaign for governor launched a new television advertisement this week outlining the bad news that has marked Pat Quinn’s time as governor.

The ad, titled “Headlines,” underscores Quinn’s record of job losses, tax hikes and education cuts and also highlights the federal, criminal investigation into Quinn’s anti-violence program as well as questions about pay-to-play issues in Quinn’s administration.

“From a 67% tax hike and $500 million in cuts to education to becoming the latest governor to find himself in the middle of a federal criminal investigation, Pat Quinn’s meant nothing but bad news for Illinois,” Rauner spokesman Mike Schrimpf said. “It’s time for a fresh start in Springfield. Bruce Rauner is the change agent needed to bring back Illinois.”

* Rate it

*** UPDATE *** From the Quinn campaign….

Paid for by vast riches he built using elite methods to dodge taxes, another Bruce Rauner bit of propaganda hit the airwaves today.

Marked by more dishonesty and distortion, the ad is remarkable for totally ignoring the $8 billion hole that the reckless Rauner Tax Plan blows in the budget, as well as the deadly negligence and abuse at long-term care facilities he owned and from which he profited that were supposed to care for people with disabilities and the most vulnerable.

Rauner makes more false claims about jobs, education and anti-violence programs.

Here are some simple facts about the records of Governor Pat Quinn and billionaire Bruce Rauner:


Unemployment is at its lowest point since October 2008 and more people are working today in Illinois than when Governor Quinn took office.

Meanwhile, Rauner built his riches by acquiring companies, stripping their value, massive layoffs, outsourcing and shipping jobs overseas.


The Governor has increased funding for education, including making teacher pension payments and has proposed the largest investment in the classroom in Illinois history. He also has increased funding for job-creating vocational and technical programs.

Rauner, meanwhile, has introduced a Tax Plan that would blow an eight billion dollar hole in the budget and require massive cuts to schools.

Anti-violence program

As Mr. Rauner surely knows, there is no investigation of the Governor and to deceptively suggest otherwise is nothing but a political smear tactic by Rauner and the Republicans. While the Governor took action to fix problems with this now-defunct program and signed a new law to increase oversight of state grants, Mr. Rauner is hoping voters won’t notice all of his companies that were under investigation under his watch for everything from Medicaid fraud to criminal negligence to accounting fraud. Rauner has declined to take any responsibility for these disturbing revelations, but he has taken the money.

In addition, the Governor continues to fight against violence and is pushing to ban military-style assault weapons. Rauner supports military-style assault weapons and said he believes people should be able to use them “as they see fit.”

- Posted by Rich Miller        

  1. - Modest proposal - Wednesday, Jul 23, 14 @ 9:00 am:

    Reminds me of bill Brady’s ” clean break ” ads in 2010. Not bad, not great. B

  2. - Oswego Willy - Wednesday, Jul 23, 14 @ 9:03 am:

    “B-”, but here’s why.

    Would have been much higher, maybe an “A” had Bruce Rauner himself not closed the Ad.

    Reinforcing the negative of Quinn is one thing, Rauner closing the Ad, in July, reinforces that Rauner is negative, even trying to sell that he is a positive alternative.

    Run this very same Ad in early October after all the hashing of negative has played out, it’s an “A”

    Why attach yourself so early to compare/contrast with Bruce in a stand-up close?

    July, no, October, yes. “B- “

  3. - Under Further Review - Wednesday, Jul 23, 14 @ 9:03 am:

    C+/B- grade.

    Not at all original. It reinforces Quinn’s negatives effectively, but does not provide a reason to vote for Rauner other than simply making a change.

  4. - Soccermom - Wednesday, Jul 23, 14 @ 9:06 am:

    Breitbart? Seriously?

  5. - Bill White - Wednesday, Jul 23, 14 @ 9:09 am:

    Quinn doubles down on tax hike

    Rauner sees Quinn and raises

  6. - LincolnLounger - Wednesday, Jul 23, 14 @ 9:09 am:

    @Under Further Review: I think that’s their strategy — “I’m not Quinn.”

    It may very well be enough.

    Not a fan of either candidate, but I agree with Willy. Keep pounding Quinn’s negatives and wait to attach Rauner to something positive — a new idea, plan, proposal, etc.

    You know, for all those plans they are waiting to announce.

  7. - Walter Mitty - Wednesday, Jul 23, 14 @ 9:10 am:

    What OW said… Let the ad resonate without Bruce in it… And let it play on a loop. Insert Bruce in September…

  8. - CircularFiringSquad - Wednesday, Jul 23, 14 @ 9:13 am:

    Absolute Genius — Not!
    This might have worked before Flip Rauner announced his support for the income tax hike and the new sales tax …dragging Durkie and the SENATE MINORITY LEADER along. Now all the GOPies Flip hires (opps meant supports) will be bombarded with same question. “Mr/Ms GOPie candidate do you support Flip’s new tax hike plan?”

  9. - Steve - Wednesday, Jul 23, 14 @ 9:15 am:

    I’d give it a B+. It’s very effective. You get a review of Pat Quinn’s record and a closing message from Rauner. Negativity has a history of working: Rauner doesn’t even need to be positive to win.

  10. - A guy... - Wednesday, Jul 23, 14 @ 9:16 am:

    Solid pass. Moves briskly but allows you to consider each charge and the multitude of inept actions. It gets the job done. Having Rauner at the end offers contrast. Doesn’t bother me at all. Production techniques clearly separate them. Solid and effective.

  11. - downstate hack - Wednesday, Jul 23, 14 @ 9:26 am:

    B+ especially now with new allegations from today’s Sun Times.

  12. - Anon - Wednesday, Jul 23, 14 @ 9:28 am:

    == Rauner sees Quinn and raises.==
    Well said, Mr. White.

  13. - Toure's Latte - Wednesday, Jul 23, 14 @ 9:28 am:

    ==- Bill White - Wednesday, Jul 23, 14 @ 9:09 am:
    Quinn doubles down on tax hike
    Rauner sees Quinn and raises==

    And still no presser/ad pointing out Rauner intends to raise all taxes while creating new ones. Quinn needs to be using the summer to carve up Rauner. Instead he’s letting The Bruce pick the fights.

    Calming down — I give the ad a C+. Started pretty effective letting the news clips do the attacking, lost steam fast as soon as The Bruce came on screen.

  14. - Soccermom - Wednesday, Jul 23, 14 @ 9:32 am:

    Is this another one of those one-point wonders? Or is Rauner actually going to spend some of his millions?

  15. - Valerie F. Leonard - Wednesday, Jul 23, 14 @ 9:34 am:

    This is really over the top, and reflects just as negatively on Rauner as Quinn.

  16. - Grandson of Man - Wednesday, Jul 23, 14 @ 9:46 am:

    It seems like a pretty low-fi, low-budget commercial, just like the last one. Those TV’s are old-looking.

    Rauner is now proposing keeping the 5% or something like it and rolling it back, yet his campaign repeatedly slams Quinn for the income tax increase. I may not agree with this tactic, but voters probably like it.

    I heard the first commercial on TV (didn’t see it); I was in another room. The volume sounded low, thus adding a weak quality to it.

    Eric Zorn did an article about Rauner’s budget plan (it doesn’t add up), and about the pitfalls of a property tax freeze.

  17. - Grandson of Man - Wednesday, Jul 23, 14 @ 9:48 am:


    Sorry I omitted my grade in my comment.

  18. - VanillaMan - Wednesday, Jul 23, 14 @ 10:18 am:

    It is an A.
    Rauner has to close because he has to establish with voters that he doesn’t look or sound like the monster Quinn is attempting to portray him as. The quicker Rauner can inoculate himself from what will be coming at him, the harder it will be for Quinn to define Rauner.

    Get it done now. BTW, Rauner looks very approachable and nice in this ad. Brady never figured out how to do that. Brady looked too much like a Baptist preacher leaving church after telling the congregation that dancing leads to Hell.

  19. - Empty Suit - Wednesday, Jul 23, 14 @ 10:22 am:

    I give it an 80%. It’s got a good beat and easy to dance to.

  20. - Rich Miller - Wednesday, Jul 23, 14 @ 10:24 am:

    ===Brady looked too much like a Baptist preacher leaving church after telling the congregation that dancing leads to Hell. ===

    Nah. He looked super stiff and had a creepy smile.

    Bill Brady in person has a wonderful smile. He’s a warm man. But he could never get that onto the TV screen. It was just crazy. For all his real world charm, he looked downright creepy.

  21. - wordslinger - Wednesday, Jul 23, 14 @ 10:33 am:

    It’s fine, hits its points, but it looks the same as any other negative spot you’ve seen across the country in the last 20 years or so.

    The “black-and-white, grainy, scowly-face opponent” spots start to run together after a while. They’re permission to flip.

    If I’m shelling out of a big chunk of my bankroll on spots, I want to see more creative options, something with stopping power.

  22. - walker - Wednesday, Jul 23, 14 @ 11:04 am:

    Fine. Sure. Whatever. B for July.

    Wordslinger nailed it.

  23. - wordslinger - Wednesday, Jul 23, 14 @ 11:06 am:

    The one spot I can remember of Brady’s from the last primary, he read the whole thing from cards off-camera to the left.

    He read the line “I’m Bill Brady and I’m running for governor,” with his eyes looking left to the cards.

    It was weird something so amateurish could be produced for a major statewide campaign.

  24. - A guy... - Wednesday, Jul 23, 14 @ 12:08 pm:

    ==If I’m shelling out of a big chunk of my bankroll on spots, I want to see more creative options, something with stopping power.===

    Surprises me you would say this Slinger. These spots have all been disruptive enough to get you to pay attention. From a strict position of messaging, it’s very effective. If an issue has stopping power, it will “stop” the viewer/listener. For some, maybe many, these all do.
    What we’re witnessing is a relentless sustained attack. Precisely the way it was drawn up…with more to come. Maybe even one that will have stopping power for you.

  25. - wordslinger - Wednesday, Jul 23, 14 @ 12:24 pm:

    –These spots have all been disruptive enough to get you to pay attention.–

    No, I paid attention to this spot because I was asked to, lol.

    It is what it is. It makes its points, but it’s the same negative spot you’ve seen for the last 20 years. There’s nothing exceptional or memorable about it.

    There’s a lot more competition now for the old eyeballs. You’re looking at your phone, your computer, or you just flip.

    Plus, you’re really only trying to hook those between the 40 yard lines, the ones who are persuadable, who probably haven’t been paying all that much attention. You have to give them a reason to pay attention. They are not a captive audience by any means.

    All campaigns need to step up their game or they’re just lost in the crowd.

  26. - Soccermom - Wednesday, Jul 23, 14 @ 12:37 pm:

    Oh, Word, this is why we love you. I get so tired of campaigns and campaigners that focus on sticking it to their opponent and proving to the dyed-in-the-wool true believers on the other side that they are WRONG.

    It’s a lot easier to turn an undecided to a plus. So put your energy there, with some nice attention to your base every now and then. Let the other guy worry about what his zealous supporters think or don’t think.

  27. - A guy... - Wednesday, Jul 23, 14 @ 1:07 pm:

    To the Update:
    Who knew the economy was getting better and jobs are increasing.
    Who knew violence was diminishing.
    Who knew Pat Quinn was the Education guy.

    This is the definition of telling someone “Water ain’t wet”.

    The weakness of their responses and the tone they inspire are remarkable given the amount of money they have to get it right. The strategy over there is a head scratcher.

  28. - A guy... - Wednesday, Jul 23, 14 @ 1:11 pm:

    - wordslinger - Wednesday, Jul 23, 14 @ 12:24 pm:

    It is what it is. It makes its points, but it’s the same negative spot you’ve seen for the last 20 years. There’s nothing exceptional or memorable about it.===

    No argument really. Except that if it’s pounded into your brain in rote fashion over a sustained period, you unconsciously remember at least parts of it for a long time. Heck, why do you think Special K cereal is still on the market- great taste and disruptive stand-out marketing ideas? lol.
    Soccermom loves you. I merely like you. Some days. lol

  29. - D.P.Gumby - Wednesday, Jul 23, 14 @ 2:56 pm:

    The Quinn negatives are too shot-gun…they are not targeted so blur together just like the visuals…the only clear thing in the ad is the smirking Bruce at the end. Overall impression is of a lack of gravitas. C-

  30. - Yellow Dog Democrat - Wednesday, Jul 23, 14 @ 3:55 pm:

    It is a good, solid ad. The negatives are inundating, you can’t really distinguish them, and that is the point. It is rhetorical waterboarding.

    Brooke’s response is good too, but until they figure out how to turn that into 30 second ads and put a few million behind it, it does not matter much how good the response is.

  31. - 47th Ward - Wednesday, Jul 23, 14 @ 5:22 pm:,0,6830171.story

    Ooof. If you’re going to make up headlines for your attack ad, why not just have them read “Quinn Hates Senior Citizens” or “Quinn Wants Puppy Tax” or something.

  32. - Archiesmom - Wednesday, Jul 23, 14 @ 6:16 pm:

    Thought it was good until the Trib caught the made-up “headlines”. Mistake!

  33. - wordslinger - Wednesday, Jul 23, 14 @ 6:40 pm:

    Attributing fake headlines to real news sources? Whose bright idea was that?

    That’s not just stepping on your message, that’s stepping on your testicular virility.

    It would be wise to toss the whole thing rather than re-edit. You can make your points without being boring, or lying.

    Never lie when you don’t have to.

  34. - Oswego Willy - Wednesday, Jul 23, 14 @ 7:51 pm:


    You lie to the public, through an Ad about honesty and integrity, ethics and morals, you Fail.

    Making up news, that is the news.

  35. - Oswego Willy - Wednesday, Jul 23, 14 @ 7:58 pm:

    Here is the spin from the Raunerbots;

    “It’s baloney. Those headlines were suppose to be the ones people saw, we just brought them out for the people. It’s dirty politics, really, by Career Politicians, and I will tell you right now…Union Bosses are going to spend millions on this baloney.

    You know Bruce. You like him, he’s not Quinn, that’s all that matters.

    The headlines aren’t a lie if they tell a truth about Quinn on them!”

    How smug the Raunerbots have been.

    Honesty and Integrity.

    Ethics and Morals.

    The Rauner Crew can’t have the gifts given to them …”be enough”


    They made up headlines, not twisting facts, or interpretations, no, they made stuff up.

    Rauner is not truthful. And so it continues…

  36. - Yellow Dog Democrat - Wednesday, Jul 23, 14 @ 8:31 pm:

    Yeah, okay, I change my vote.

    When Rich said stop acting like first graders, he didn’t mean start acting like seventh graders.

    What next? Doctored Instagram posts?

  37. - Oswego Willy - Wednesday, Jul 23, 14 @ 8:41 pm:

    To the unofficial update of faked headlines.

    “Dear Quinn Press Shop,

    Here is your opening on honesty and integrity.

    ‘Bruce Rauner can’t even tell the truth in his own ads. Bruce Rauner has to make up things to attack. Shame on Bruce Rauner.’

    You get the gist, just hammer and shake it.”

  38. - Down South - Thursday, Jul 24, 14 @ 4:48 am:

    I rewatched after reading the Tribes critical is. I didn’t see any headlines in the article, so I must have missed the fake ones. I did see where the Rauner campaign named the ad ‘headlines’ in their press release. The ad was not like the anti-JBT Oberweis from 2006 that used images of fake headlines, which was widely criticized.

    Still thought the ad was effective, maybe a B. Agree that the Quinn response was unfocused.

  39. - Oswego Willy - Thursday, Jul 24, 14 @ 7:10 am:

    - Deep South -,

    That will help, calling the Trib out, it’s their fault, lol

Sorry, comments for this post are now closed.

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