Rate Quinn’s new ads
Thursday, Oct 16, 2014 - Posted by Rich Miller
* The first ad we’ll discuss today is currently running on broadcast TV. From the Quinn campaign…
Governor Pat Quinn’s commitment to fighting against gun violence and standing up for victims and their families is highlighted in a new TV ad released today by his campaign.
The ad comes on the day which Governor Quinn was honored for his strong leadership in supporting gun safety, and a day after a debate in which his opponent Bruce Rauner again refused to support a ban on military-style assault weapons and high-capacity ammunition magazines.
In the new 30-second ad, the parents of sons and daughters who were killed by gun violence tell their stories and outline why they stand with Governor Quinn: “He listened,” explained Pam Bosley, who lost her son Terrell to gun violence in 2006.
“He’s there because he cares,” said Annette Holt, who lost her son Blair to gun violence in 2007. “He does have Illinois in his heart.”
* The ad…
* Script…
Tonya Burch: He was just accepted into the Air Force the day that he was murdered.
Pamela Bosley: His goal was to be a famous gospel bass player.
Annette Holt: Blair was the average 16-year-old.
Cleo Pendleton: She LOVED to read.
Nate Pendleton: During our tragedy, everything was a blur. I remember certain people that stood out, and Pat Quinn was one of them.
Pamela Bosley: There’s a lot of politicians–when the cameras are gone, they’re gone. But Governor Quinn, he stayed back, he listened.
Annette Holt: He’s there because he cares. I stand with him and I support him because he does have Illinois in his heart.
* This next one is an online ad…
Quinn for Illinois rolled out a new noir account of how Republican billionaire Bruce Rauner built his fortune: “On the misfortune of others.”
The web video, narrated by famed actor Martin Sheen, recounts the scandals that have marked Bruce Rauner’s GTCRauner business dealings, including the massive Lason accounting fraud; Synagro’s Detroit bribery; the outsourcing of Zenta; and the deadly abuse at Trans Healthcare Inc, all which took place under Rauner’s leadership.
The greed-driven Rauner formula - buying up companies, sucking them of their value, laying-off workers and selling those companies before criminal acts, mismanagement and abuse and neglect are revealed - is documented by Sheen in the new video.
The video fades to an image of the Illinois Statehouse as Sheen concludes:
“In the end, Bruce Rauner made a fortune: A fortune on the misfortune of hardworking people. He’s a man who runs over people to get what he wants…. Now he wants something new.”
* The ad…
* Script…
NARRATOR: “Bruce Rauner. He made a fortune on the misfortune of hardworking people. He got his start with Mitt Romney and those Bain boys; after that, he headed west, to the Windy City.
“Bruce Rauner: He’s the R in GTCR, a big-time private equity firm right on the Chicago River. Their model was simple: Use borrowed money to buy out companies, then squeeze profit out of them, and then get out before the bill comes due.
“One company wasn’t enough for Bruce Rauner: he just got that itch, and nothing could stop him. There was Lason: Three executives went to prison for one of the biggest accounting scams since Enron. At Synagro, his boys bribed the mayor of Detroit, and Rauner himself…well, he made out okay. At a company named Zenta, Rauner bragged about shipping American jobs to places like China and India.
“The pattern started to emerge: Patterns with zeroes and dollar signs, patterns where other people suffered, where other people took the hit. And Rauner? He took the money and ran.
“There was Trans Healthcare: That was Rauner’s little empire of nursing homes—it was disturbing, and tragic. The negligence and abuse was so bad there that seniors not only suffered—some died. Rauner took the money and ran from there, too—time and time again, when things went wrong, he let others take the fall.
“In the end, Bruce Rauner made a fortune: A fortune on the misfortune of hardworking people. He’s a man who runs over people to get what he wants…. Now he wants something new.”
- Lunchbox - Thursday, Oct 16, 14 @ 9:51 am:
If you can make it through the “Bruce Rauuuner” cringe fest that is the Martin Sheen-narrated video, you are a better man than I.
- Wordslinger - Thursday, Oct 16, 14 @ 9:55 am:
The information in the private equity spot is excellent, but the noir concept is silly and diminishes credibility.
Noir is fiction, Quinnsters. Rauner’s business record is not. Retool it in a straightforward “Frontline” style and you have something.
- Belle - Thursday, Oct 16, 14 @ 9:58 am:
The on-line ad tells us the story of how they do private equity in a simple way.
Something similar should be on TV so the un-decided voters understand how you make $60M/year.
- so... - Thursday, Oct 16, 14 @ 9:59 am:
The Sheen video is so absurdly overwrought it blunts the impact of the underlying facts.
- Cooper - Thursday, Oct 16, 14 @ 10:00 am:
Charlie Sheen would have been better. Winning!!
- Streator Curmudgeon - Thursday, Oct 16, 14 @ 10:01 am:
Is Martin Sheen trying to do an impression of Svengoolie? Yikes, that’s sleazy. The “documentation” seems pretty loose on that one too, with a bunch of cutouts and trumped up charts.
Completely unwatchable.
- PolPal56 - Thursday, Oct 16, 14 @ 10:03 am:
Agree with ‘Slinger. Sheen was a good choice for narrator and the text was excellent (clear and easy to follow). But it needed a calm forcefulness, not the creepy noir tone. They undoubtedly wanted to echo Rauner’s creepy actions, but they didn’t need to. The actions speak for themselves. The noir tone comes off as a little “Halloween” in October.
- Rahm'sMiddleFinger - Thursday, Oct 16, 14 @ 10:05 am:
Who cares about the online ad? It is bad though.
The one that will actually be seen by people is really, really good. This looks like a Simon special. A-
- Precinct Captain - Thursday, Oct 16, 14 @ 10:07 am:
Very good ad, “Loved Ones.” It shows our governor’s compassion and willingness and ability to listen to our state’s citizens, particularly when they face tragedy.
Quinn had similar commercials with veterans in 2010 and he should get those rolling again this time as well if they’re not already in the hopper.
- Robert the Bruce - Thursday, Oct 16, 14 @ 10:09 am:
While there are countless stories of Rauner’s greed, I think they stuffed far too many into that one ad.
Telling the story of an individual person or family that was affected by any one of those deals would be more powerful.
- Anonymous - Thursday, Oct 16, 14 @ 10:10 am:
On line ad F, to long and creepy
The other ad B at best. Feel sorry for parents and it was nice for PQ to stick around, but not many will change mind over it.
- Illannoyed - Thursday, Oct 16, 14 @ 10:13 am:
Politico ran a good story entitled “How to Define and Destroy a Private Equity Candidate.” Here’s the link:
http://www.politico.com/story/2014/10/2014-playbook-how-to-define-and-destroy-a-private-equity-candidate-111883.html
This online ad is par for the course and attempts to take full advantage of the public’s lack of understanding of the role that private equity/venture capitalism plays in driving the economy. The very nature of venture capitalism involves a mix of success and failure because of the risks involved. Some have argued that Rauner should be discussing the successes. The successes certainly exist, but it’s not as if talking about them is suddenly going to halt the intense focus on the negatives during a political campaign.
The point of the Politico piece is that venture capitalists are often misunderstood, but the nature of what they do creates hurdles to political involvement because it’s fairly easy for opposing campaigns to generate negative ads against the candidate.
It’s a shame, because venture capitalists can be a net positive for the economy and are often generously involved in philanthropic endeavors. Most of the folks that attack a venture capitalist like Rauner haven’t closed businesses or cut jobs and probably believe that they occupy some kind of moral high ground. That said, these same folks haven’t contributed to the economy by opening any businesses or creating any jobs. Just something to ponder.
- Toure's Latte - Thursday, Oct 16, 14 @ 10:16 am:
Gun ad a D- It is a loser issue. Voters are numb from seeing guns-completely-banned Chicago’s gun violence.
The on-line ad a C. It’s creepy enough but too long.
- Brookport Brandon - Thursday, Oct 16, 14 @ 10:16 am:
30 second is another good tug at the heart from the Quinn camp. I have yet to see one authentic testimonial to match this from the Rauner team.
- Wordslinger - Thursday, Oct 16, 14 @ 10:20 am:
Toure there’s not an explicit gun policy message in that spot. Are you suggesting Quinn will lose the pro-gun violence vote?
- Demoralized - Thursday, Oct 16, 14 @ 10:25 am:
The “Loved Ones” ad was a good ad. It tugs at your emotions, uses real people, and shows that Pat Quinn is really a caring guy. But it isn’t going to change anybody’s mind. And it seems like if they did it very carefully Rauner could turn the ad back on Quinn and ask why all of this gun violence is occurring under Quinn. Kind of plays into his theme that Quinn has been bad for public safety.
The second ad, “Business NOIR” is just awful. I realize it’s a web ad so I’m trying to keep that in mind when rating it but it doesn’t change my mind that it’s awful. The narration is slow and drags on and on and on. The info is interesting if you can pay attention long enough to get it.
- OneMan - Thursday, Oct 16, 14 @ 10:27 am:
Wonder in Rauner is calling Joe Etevez do to a response…
- walker - Thursday, Oct 16, 14 @ 10:29 am:
Ugly business ad has a great script, and good voice, but Wordslinger is right about the style. Maybe it will break thru the clutter, with the dramatic style, but could be better. B-
Grieving parents ad plays well, because it reminds of a previously established image. Quinn as good, caring person, attending military funerals. B+
- Obamas Puppy - Thursday, Oct 16, 14 @ 10:34 am:
Quinn has had hands down the best paid media this season. Regardless of who you are for this stuff is GOOD!!!
- former southerner - Thursday, Oct 16, 14 @ 10:35 am:
The Noir ad style may actually turn out to be quite effective. The group that frequents sites like this one are highly involved with politics to an extent far different than the general public. We tend to look for content first and form second which is the opposite of the general public which is a fair explanation of why we end up with so many inferior elected officials.
- uptown progressive - Thursday, Oct 16, 14 @ 10:36 am:
Agree with Walker, the grieving parents ad works well because, no matter what else you might think about Quinn, if you have been paying attention, you know this to be true - the man actually cares. That alone does not make him a great Governor but it is important. So far, only Rauner’s wife seems to be convinced that Bruce cares.
- Louis G Atsaves - Thursday, Oct 16, 14 @ 10:36 am:
Gun ad an A. Very effective in telling a story.
The web ad narrated by “Truther” Martin Sheen. D- cringe worthy not because of the content, but because of the way it is being narrated coupled with the cheap peg board graphics. Unwatchable.
- steve schnorf - Thursday, Oct 16, 14 @ 10:39 am:
I actually think the “Noir” ad is pretty good, but the same facts, even the same script would have been a lot better done in “West Wing” style rather than “Apocalypse Now”
- Commander Norton - Thursday, Oct 16, 14 @ 10:39 am:
I was prepared to be impressed with the online ad, because the narrative is compelling, and Martin Sheen is absolutely the right man to tell the story. Unfortunately, I forgot that Sheen’s voice works a heck of a lot better when paired with Sorkin’s dialogue.
- too obvious - Thursday, Oct 16, 14 @ 10:44 am:
Between the minimum wage, the nursing homes, and Rauner threatening a woman and her family, I don’t see how Rauner wins.
Quinn just has to close it all up.
- MrJM (@MisterJayEm) - Thursday, Oct 16, 14 @ 10:46 am:
1) The first ad is a solid “A”.
2) With regard to the second, “Everyone gets everything he wants. I wanted a anti-GTCR ad, and for my sins, they gave me one. Brought it up to me like room service. It was a real choice anti-GTCR ad, and when it was over, I never wanted another.”
The horror… the horror…
– MrJM
- Oswego Willy - Thursday, Oct 16, 14 @ 10:47 am:
TV Ad, it gets a “solid B”, and insulates with real people talking to the issue, and trying to chip away from what grieving people feel.
To the WebAd, it’s a “B-, C+”, script and story, solid “A” in concept and presentation of the narrative facts, but a “D” in the layout, the visual and sound of the narration and undercurrent of music that the words ride like a wave…it’s just “this” much off…it doesn’t “fail”, but it’s a “D”… so average it out “B-, C+”
Wasted opportunity, great content.
- VM - Thursday, Oct 16, 14 @ 10:48 am:
The ad that’s airing is an excellent ad to boost turnout in the City and Cook suburbs. I would assume it’s not airing in central and southern Illinois, so its (negative) impact on pro-gun types will be minimal.
I loved the script for the internet ad, but I’m not so crazy about the execution. On the other hand, it’s an internet ad — its usefulness depends on it going viral to the base. On those terms, it may succeed.
@Illanoyed: don’t confuse venture capital with private equity. GTCR does private equity. I think the reason that the ads against private equity work is precisely because they reflect the business model, which is good for making a profit in the short term but bad for the general welfare in the long term. Even the “successes” are not really success stories other than the money than ends up in the pockets of the firm’s managers and (sometimes) investors.
- Mason born - Thursday, Oct 16, 14 @ 10:54 am:
Illanoyed
–, because venture capitalists can be a net positive for the economy and are often generously involved in philanthropic endeavors.–
You’ve hit on an issue that is perplexing to me. I have yet to see a spot talking about Rauners Philnathropic endeavors. I understood earlier when he was trying the Everyman schtick. Now that the whole state knows he is wealthy bring out the spots showing him building an orphanage or whatever he choose for charity. Even if PQ claims he used it for a Tax Deduction surely one person was aided by his generosity.
- Gooner - Thursday, Oct 16, 14 @ 11:00 am:
These were both disappointing.
The first one focused on too many people. Because of that, I think it lost the emotional connection.
The second one? At this point, I just don’t see why anybody would bother. Too long, not interesting.
- Gooner - Thursday, Oct 16, 14 @ 11:18 am:
By the way, I’m curious as to how many people even here (where the IL political junkies come for their fix) watched the Sheen thing to the end.
I didn’t. I watched about half of it.
- Hit or Miss - Thursday, Oct 16, 14 @ 11:20 am:
I like “Loved Ones.” Shows Quinn in a good light.
The second ad, “Business NOIR” is way too long for most voters. While the facts may be fine there is the poor music selection and the voiceover by Sheen is just too slow and too ‘dark’ for me. I give it a D.
- Percival - Thursday, Oct 16, 14 @ 11:30 am:
The first ad is solid, if a bit empty. On the second, the Quinn campaign forgot that mobsters in film noir have a sortid allure with the public, or you wouldn’t have seen so many film noir pictures. Making Rauner into Bugsy Seigel was not the way to go. I get the feeling that people in the production design team wanted to show how creative they could be. A real waste of Sheen, who could have been much better used.
- Arthur Andersen - Thursday, Oct 16, 14 @ 11:33 am:
The TV ad-hard to quibble with that message. A.
Noir-Not. Too long, too dark, and too much fake POTUS. D.
- A guy... - Thursday, Oct 16, 14 @ 11:33 am:
the first one is touching and highly emotional. It will play well to his base, which he seems to continue to feel he needs to re-enforce. Either way, it’s a nice ad.
The second one is silly. Stupid sound, stupid imagery, makes it not at all believable. It’ll take some people a while to realize it’s Martin Sheen, but they’ll get it before the end because it’s so damn long. The whole time they’ll be focusing on “I know that voice…who is it?” Bad concept. I agree with those who believe people will check out on this one long before it’s over. The analytics report will kill this ad. For that reason, it’s a fail. Not really even close to a pass. I rarely give a fail, but this one earns one.
- DuPage - Thursday, Oct 16, 14 @ 11:39 am:
Second ad-too long, too much to cover all in one ad.
- Precinct Captain - Thursday, Oct 16, 14 @ 12:04 pm:
==- Illannoyed - Thursday, Oct 16, 14 @ 10:13 am:==
Bruce Rauner isn’t a venture capitalist.
- Illannoyed - Thursday, Oct 16, 14 @ 12:12 pm:
==Precinct Captain==
The media describes him as a venture capitalist.
http://www.suntimes.com/photos/galleries/index.html?story=18654043
http://abc7chicago.com/politics/bruce-rauner-leads-cheers-for-republicans-at-state-fair-/260580/
- downstate hack - Thursday, Oct 16, 14 @ 12:55 pm:
Feel sorry for the parents in the first ad. Unfortunately it just reminds voters how so many people are being shot in Chicago under Pat Quinn. Not necessary a fair indictment, but it is a fact.
The second ad terrible. Everyone knows Rauner is rich.
- Formerly Known As... - Thursday, Oct 16, 14 @ 1:10 pm:
== narrated by famed actor Martin Sheen ==
== narrated by 9-11 ‘truther’ and conspiracy theorist Martin Sheen ==
Better. I still can’t and don’t want to believe that. President Bartlett is a truther?
- walker - Thursday, Oct 16, 14 @ 1:21 pm:
===The media describe him as a venture capitalist.===
Well that’s settled then!
Bruce Rauner is not a “venture capitalist” in the normal sense of the word. He is a certain kind of private equity investor and manager. The two can certainly overlap, and some companies do a bit of both. But the former focus more on finding and funding dramatic growth opportunities, the latter more on opportunities for leveraging assets into profits, and turnarounds, often with shrinking or apparently failing companies.
The former clearly add to growth in our economy. The latter’s impact on our overall economy is questionable.
Both can produce high private incomes and returns.
- walker - Thursday, Oct 16, 14 @ 1:33 pm:
Upon reviewing my comment 1:21 above — it might be a little unfair to GTCR. They apparently did both kinds of investing at some periods, but we just don’t hear about any of their growth venture success stories.
- Arthur Andersen - Thursday, Oct 16, 14 @ 1:34 pm:
Fellas, Rauner actually called himself a VC during Tuesday evening’s debate. That should be definitive.
walker, VC and PE have provided high income and returns to public and private investors.
- Ranger Up - Thursday, Oct 16, 14 @ 1:47 pm:
Ugly business ad has a great script, and good voice, but Wordslinger is right about the style. Maybe it will break thru the clutter, with the dramatic style, but could be better. B-
Grieving parents ad plays well, because it reminds of a previously established image. Quinn as good, caring person, attending military funerals. B+
Yet 2 Illinois state troopers were killed in the line of duty under Quinn’s tenure and he didn’t show up for either of them. But he made sure to show up at the Pendleton girls funeral so he could gain favor with the reverend vote and get some face time with Michelle Obama…..F+
- Responsa - Thursday, Oct 16, 14 @ 1:55 pm:
The first ad is an emotional piece and will feel good to many viewers as a relief from all the screaming. Not sure it does much to sway undecideds though. B+
The Sheen piece??? People all the time talk here about the “target audience” for political ads and how certain ads are crafted specifically to appeal to certain groups or constituencies. Ye gads–just who the heck was supposed to be the target audience for THIS monstrosity and mess of an ad? D-
- Anonymous - Thursday, Oct 16, 14 @ 1:59 pm:
Ranger, better check your facts. I don’t know about both troopers, but the Governor most definitely attended the visitation of Trooper Deatherage and I believe dedicated a section of I-55 in his honor.
You don’t have to like Pat Quinn, but try not to distort his record of honoring those that lose their lives keeping us safe.
http://fox2now.com/2012/11/30/illinois-state-trooper-to-be-buried-this-weekend/
- Empty Suit - Thursday, Oct 16, 14 @ 2:42 pm:
Ok anyone using the tragedies of others for political gain is disgusting. The second ad, Martin Sheen’s voice is just creepy and a rich guy trashing another rich guy is well weird.
- Codger - Thursday, Oct 16, 14 @ 4:27 pm:
Quinn’s ads are mostly lies and an insult to any intelligent person. As for banning “assault weapons”, (1) they are already banned - “machine guns” have been banned for decades; and (2) almost 0% of the violent deaths in Illinois (and nationwide) have anything to do with assault weapons - they are all the result of illegally owned handguns, knives, baseball bats, 2×4s, fists and boots, automobiles - everything but assault weapons. And if he did get his “ban on assault weapons” passed, it wouldn’t change anything: none of he gang-bangers out there is going to respect any law. Quinn ought to try to think up something positive that he might try to do as Governor and use that in his ads.
- Todd - Thursday, Oct 16, 14 @ 11:54 pm:
it shows a 3 county stategy all over again