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Wednesday, Sep 3, 2014

* Give his campaign credit for a quick turnaround, I suppose, but Gov. Quinn’s new Web ad doesn’t live up to the hype of this press release…

A new Web ad from the Quinn for Illinois campaign features a recent headline from The Washington Post that, “Bruce Rauner spends more on wine than average Illinois households spend on everything.”

The Post piece follows Rauner’s admission that he had paid the more than $140,000 fee to join an exclusive Napa Valley wine club, where he helped to found the winery. The Post notes that the average Illinois household income is about $55,000.

Watch the new Web ad here.

Rauner has outraged Republicans and Democrats with his disingenuous attempt to misrepresent himself, dressing up in Carhartt jackets and touting an $18 watch.

In fact, the billionaire owns nine homes, paid $100,000 for an extra parking spot at one of his extra homes, and owns 23,000 acres (the size of Naperville) in Wyoming and Montana. He took in $53 million in 2012 alone.

Between bottles, Rauner has proposed cutting the minimum wage.

*No fancy wine was harmed during the filming.

* Man, is this thing ever boring

I can’t stop yawning.

* National political writers and bloggers jumped all over this story. Bloomberg, WaPo, TPM, USA Today, Politix, MSNBC, Wonkette, etc. all got in on the gag. Yet all we get is a bottle of wine poured into a glass?

C’mon. Y’all can’t do better than this? It’s a Web ad. People won’t watch Web ads unless they’re somehow interesting. This ain’t.

Maybe they should have a glass of wine or two before brainstorming the next one.

- Posted by Rich Miller        

  1. - PublicServant - Wednesday, Sep 3, 14 @ 10:00 am:

    I’ll drink to that!

  2. - A guy... - Wednesday, Sep 3, 14 @ 10:01 am:

    Where’s he running this? Ravinia? If he’s being honest, this commercial was really expensive to make. The wine bottle alone was $50K. And true to form, Quinn is wasting over half of it. lol

  3. - anon - Wednesday, Sep 3, 14 @ 10:01 am:

    I kind of liked it. Sometimes less is more. The wine, the music, and the message all point to a guy who wears Carhartt by day and sips Opus at night. Pretty simple.

  4. - Excessively Rabid - Wednesday, Sep 3, 14 @ 10:06 am:

    ==true to form, Quinn is wasting over half of it. lol ==

    Lol. And he might veto the other half.

  5. - Anonymoiis - Wednesday, Sep 3, 14 @ 10:07 am:

    ==a guy who wears Carhartt by day and sips Opus at night. ==

    Like that’s a bad thing? Who cares, it’s no different than being a member of a country club, which a lot of politicians are one way or another

  6. - VanillaMan - Wednesday, Sep 3, 14 @ 10:08 am:

    Its pathetic.
    More lawn mower, less Rauner-bashing, please.

  7. - Arthur Andersen - Wednesday, Sep 3, 14 @ 10:17 am:

    Stupid ad and Quinn’s juvenile class warfare rhetoric is really getting old.

  8. - Thunder Fred - Wednesday, Sep 3, 14 @ 10:19 am:

    At least the interns are staying busy. They probably sent this video to their parents and grandparents as proof that a $80,000 communications degree was’t a terrible investment. This is likely a career highlight before they look for jobs pouring coffee on November 5.

  9. - Jay Dee - Wednesday, Sep 3, 14 @ 10:21 am:

    There are better narratives to push against Rauner. The well documented prep school clouting speaks to potential corruption in a Rauner administration. His inability to understand basic arithmetic is another, but “Rich guy buys expensive stuff” doesn’t seem like a solid narrative.

  10. - MrJM - Wednesday, Sep 3, 14 @ 10:21 am:

    Comments tl;dr: My opinion of this ad is perfectly aligned with my long-standing views regarding the candidates in this race.

    – MrJM

  11. - Wumpus - Wednesday, Sep 3, 14 @ 10:21 am:

    Quinn, you are so everyman. How about you show us how you sometimes sleep on Lower Wacker with a bottle of Boones Farm or MD 20/20.

  12. - Gooner - Wednesday, Sep 3, 14 @ 10:22 am:

    The slow line by line addition to the text is like being in a lecture where the speaker can’t quite figure out how to work powerpoint.

    I can just imagine somebody off screen repeatedly pointing at it and clicking.

  13. - Hit or Miss - Wednesday, Sep 3, 14 @ 10:25 am:

    The visual quality of the ad is good, the music is nice and the issue is present is clear. Too bad that The price of the wine Rauner, or any other candidate, drinks is not at all important to most voters.

  14. - Willie Stark - Wednesday, Sep 3, 14 @ 10:25 am:

    Rapid response is great and sometimes less is more, but the caliber of Quinn’s creative folks leaves a lot to be desired. But, that’s the general problem of the administration and campaign: too insular and too embattled. And, they focus way too much on themselves and Rauner, while leaving out everybody else. People don’t just want to hear “we’re the best” and “the other guy sucks” they want to hear how each of those things relates to them, and that’s the missing element. The Quinn folks might consider crowdsourcing their creative, since they get many fine suggestions on this board alone and clearly need outside perspective.

  15. - Langhorne - Wednesday, Sep 3, 14 @ 10:25 am:

    real weak, given the potential. since club members get to help design their wine, i want to see a jib-jab bruce rauner stomping grapes, ala lucy, then designing his label (goofy cartoonish smiling bruce), and finally serving it at a long dining room table.

    not that he would know, but do his grape pickers get paid the minimum wage?

  16. - Gooner - Wednesday, Sep 3, 14 @ 10:26 am:

    My real objection to this ad is that it pure class warfare. The message is “Rauner is rich and that’s bad.” It doesn’t make the slightest attempt to tie to any particular policies.

    Although I’m supporting Quinn, I find ads like this offensive. Quinn should do better.

  17. - DuPage Bard - Wednesday, Sep 3, 14 @ 10:27 am:

    The music fits into the class warfare but more imagery would help.
    Maybe the fat cat from the Fair riding a carriage running over a woman leaving a nursing home and throwing her family grapes?

  18. - Just Observing - Wednesday, Sep 3, 14 @ 10:37 am:

    I don’t think it’s the worst ad, but the first time I watched it my eyes were glued to the wine that I completely missed the text to the left.

  19. - zatoichi - Wednesday, Sep 3, 14 @ 10:39 am:

    Yeah, Rauner is rich. A well known fact. Let it go. There are many terrific people with a lot of cash so stop the class warfare stuff. It does not work. Get back to framing the problems, what you have done, existing/coming issues, and your solutions. Then layer on how his ideas do not fit.

  20. - Anonymous - Wednesday, Sep 3, 14 @ 10:39 am:

    This could have been an awesome ad if they had done some sort of “never-ending bottle” gag by having the bottle continue to pour wine all over the table for 2 minutes while disembodied hands tried to stem the flow of the wine.

  21. - Responsa - Wednesday, Sep 3, 14 @ 10:50 am:

    This ad was made purely for the sport and amusement of the people making the ad, and for the press release to national media–not for turning voters. It shows.

  22. - Siriusly - Wednesday, Sep 3, 14 @ 11:03 am:

    You’re so right. the Quinn ads are really pathetic - they are humorless- almost as if Quinn is writing his own ads and running his own campaign . . .

  23. - Plutocrat03 - Wednesday, Sep 3, 14 @ 11:03 am:

    So is class envy the only thing PQ has to sell?

    I bet Rauner has nicer shoes than PQ as well. Is that the next ad?

    How will this solidify and motivate the Dem base?

  24. - Toure's Latte - Wednesday, Sep 3, 14 @ 11:09 am:

    I keep thinking, Boy I wish I had $500,000 so I could have a reason to go to the Cayman’s, and Heck I wish I owned part of a Napa Valley Winery. It must not occur to the Quinn campaign that, all things considered, most people would rather be rich.

    More lawn mower ads and less of this stuff.

  25. - Juvenal - Wednesday, Sep 3, 14 @ 11:11 am:

    Misses the point.

    Bruce Rauner promises to run Illinois more like a business.

    Do we really want a guy who spent $140,000 on wine running Illinois?

  26. - Sir Reel - Wednesday, Sep 3, 14 @ 11:13 am:

    Who cares what rich people spend their money on? I’m glad they spend it. It fuels the economy. This is the way the economy works. People with money buy goods and services from people who need money.

    This anti rich attack is just as bad as saying poor people are poor because they’re lazy.

  27. - Gooner - Wednesday, Sep 3, 14 @ 11:28 am:


    Could you explain why spending $150,000 on wine reflects poor business practices?

    Before my kids were born, I used to enjoy good wine. I would go to auction and drop $5,000.00 or more without batting an eye (I was a big fan of wines from St. Emilion). I was working more hours at the time, my wife and I liked wine, and we could afford it. Those purchases sure did not show that we were bad at business. It showed that we were successful enough to make money to enjoy certain things. There is nothing wrong with that.

    Now that we have kids and I devote myself more to them and less to business, my splurges tend to be on rare coffee. Instead of $5,000 on wine, I drop $50 on a pound of coffee. Same general idea but at a much lower price point. Again, my consumption of a legal product has no reflection on my business abilities.

    It is Rauner’s money. Unless it is firm money being improperly converted, it is none of our business. It reflects neither good nor poor business practices. It says nothing more than “Rauner seems to like wine.”

  28. - A guy... - Wednesday, Sep 3, 14 @ 11:34 am:

    === Juvenal - Wednesday, Sep 3, 14 @ 11:11 am:

    Misses the point.

    Bruce Rauner promises to run Illinois more like a business.

    Do we really want a guy who spent $140,000 on wine running Illinois?====

    No Juvie, I want a guy spending over $50 million on anti gang flyers that never or rarely get passed out.

  29. - Commander Norton - Wednesday, Sep 3, 14 @ 11:50 am:

    Oddly enough, what bothered me most about the ad was that the hand kept pouring the wine until it overflowed the glass but didn’t pour out the entire bottle. Just ran out of ad time and put the bottle down. So strange.

  30. - NewWestSuburbanGOP'er - Wednesday, Sep 3, 14 @ 11:59 am:

    I don’t want anybody who spends $140K on wine or $50 for a pound of coffee. Ugh!

  31. - Formerly Known As... - Wednesday, Sep 3, 14 @ 12:00 pm:

    Apparently all the praise for that great one-liner in yesterday’s press release went to their heads and they rushed this out.


  32. - Archiesmom - Wednesday, Sep 3, 14 @ 12:07 pm:

    Wait and see what they do for TV.

    Question to everyone on web ads. We know they’re all over the place, but how effective are they, and with what audience? I’m on the internet all day, one never look at web ads unless they’re featured here. But I also have TV on in background while working, and am saturated with ads - mostly Rauner (Diana gets a lot of daytime play). I’ve got some studies downloaded that I need to read, but am interested in actual results or experience. I’m still not sure whether they do more than solidify a base (and provide more income for media consultants).

  33. - Roland the Headless Thompson Gunner - Wednesday, Sep 3, 14 @ 12:11 pm:

    Another great opportunity squandered by the Quinn campaign. They can do better — and should.

  34. - Niles Township - Wednesday, Sep 3, 14 @ 12:17 pm:

    My real objection to this ad is that it pure class warfare. The message is “Rauner is rich and that’s bad.” It doesn’t make the slightest attempt to tie to any particular policies.


    Best as I can tell that is Quinn’s entire strategy. You know me…I’m Pat Quinn, not some rich fat cat drinking $150,000 wine and hanging out with all the other rich fat cats.

  35. - Streator Curmudgeon - Wednesday, Sep 3, 14 @ 12:26 pm:

    Meh. I kinda like class warfare. If you haven’t noticed, the 1% are winning. There’s a lot of truth in the question, “Can the super rich really identify with my problems?”

  36. - Gooner - Wednesday, Sep 3, 14 @ 12:32 pm:


    That and “things are going well” seem to be the only themes.

    Unfortunately, Quinn so far has not hit Rauner on Rauner’s terrible tax plan and his ridiculous budget proposals.

    It remains unclear why Quinn has not tossed out a simple “We can’t afford Rauner’s brutal new sales tax” ad.

  37. - Norseman - Wednesday, Sep 3, 14 @ 12:32 pm:

    Boring or not, it’s a web ad and a waste of time.

  38. - Gooner - Wednesday, Sep 3, 14 @ 12:36 pm:

    Northwest Suburban GOP,

    You need to start a morning with a cup of real Jamaican Blue Mountain or Single Estate Kona. You have to find a good producer though. Too often, you get bad blends.

    Admittedly now, I usually go for less expensive options. For less than $20 for 12 ounces, you can get coffee from El Salvador that will knock your socks off.

    Try it, and you will understand.

  39. - Brendan - Wednesday, Sep 3, 14 @ 12:50 pm:

    It doesn’t really matter whether the web ad is oustanding or poorly executed.

    The hype generated by/about the ad pays a big enough ROI by keeping the topic of Rauner’s being “out of touch” in the mix.

    For example, Rich, your posting and commenting about it is a perfect example of such perpetuation.

  40. - Demoralized - Wednesday, Sep 3, 14 @ 1:34 pm:

    I half expected to hear narration by Robin Leach. But, alas, nothing but wasted wine.

  41. - wordslinger - Wednesday, Sep 3, 14 @ 3:29 pm:

    Some of the kids on both campaigns are just working for their own amusement. Meaningless.

  42. - Gooner - Wednesday, Sep 3, 14 @ 3:47 pm:

    Just received an e-mail telling me that Robert Parker has now given the 2010 Ch. Montrose 100 points.

    You know, since Rauner gave $1 million to a south side SNL because he decided that money should be kept in the community, he should also give me a case of the 2010 Montrose on the basis that IL is stronger when the Gooners of the state consume the best wine.

    If Rauner is not just a mere club member, but if he really cares, that’s what he should do.

    Giving the case of wine to me would be at least as legit as the $1 million check.

  43. - walker - Wednesday, Sep 3, 14 @ 3:50 pm:

    Simple and graphic enough to be remembered, even if the words aren’t.

  44. - Inthenews2 - Wednesday, Sep 3, 14 @ 5:56 pm:

    In Rauner’s “Bring Back Blueprint” he mentions jobs are leaving Illinois and attributes that to Madigan & Quinn. Yet, he paid more than $140,000 to join an exclusive Napa Valley winery. Do you know what $140,000 could do for the Illinois wine industry? Thanks Bruce…for your investment in Illinois wine, jobs and infrastructure.

Sorry, comments for this post are now closed.

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