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Dan Proft will tell you he was “one of the more despised people” on his college campus.
Since then, he’s been dubbed everything from a “bad apple” to a “carnival barker” by fellow Republican operatives.
So who is the one-time gubernatorial primary candidate and conservative radio show host, and why is he behind an influential super PAC that receives millions from big-name donors like shipping magnate Richard Uihlein and Republican Gov. Bruce Rauner?
Proft’s Liberty Principles super PAC has become a chief conduit for allies of Rauner to influence legislative races across the state without any restrictions.
Super PACs are allowed to accept unlimited sums of money that they can use to campaign for or against candidates — as long as they don’t coordinate with candidates themselves. Unlike Super PACs, most other campaign fundraising committees in Illinois have contribution limits.
* One of the complaints that I regularly hear about Proft’s TV ads is that they’re so cheaply made. He doesn’t put much money into content, so a lot of them look like ads created for small businesses in Downstate media markets. Like this one, for instance…
That announcer sounds like somebody right out of Decatur TV.
I suppose, however, that one could say the amateur look of the ads helps them stand out. Everything else is so darned slick these days.
* Several campaign professionals have mocked this Proft spot, which is now running on Chicago broadcast TV…
It’s the exact opposite of slick. Maybe it’s so unslick that people turn off the message. Then again, I once bought a chair from This Is It Furniture because of the store’s “Where you always get a free onion” TV ads.
* Let’s look at another one…
There’s a slight problem with the woman’s wardrobe. It’s not her fault, at all, but some people have a real pet peeve about that sort of thing and the director or somebody in the production staff should’ve caught it.
I long ago realized - to my chagrin, since I have a face and body far more suited for radio - that one thing out of place during a TV interview can completely distract viewers from what you’re trying to say. That’s even more true in the age of high definition television.
* So the cheapness of Proft’s ads may work against his message because people have come to expect higher quality in campaign spots.
But some of them stand out for me because they’re the opposite of slick. I kinda like that approach, which should be obvious by looking at this website. I don’t utilize the services of million-dollar consultants. And yet it still somehow works.
posted by Rich Miller
Monday, Oct 24, 16 @ 11:50 am
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The woman in the Holan spot actually works for Proft and formerly worked for Jeanne Ives. #NotDeft
Comment by Deft Wing Monday, Oct 24, 16 @ 11:56 am
“That announcer sounds like somebody right out of Decatur TV.”
I could be wrong, but doesn’t the voice-over guy sound a little like Gene Honda, the White Sox’ PA announcer at the Cell?
Comment by BC Monday, Oct 24, 16 @ 11:59 am
I think I agree with you Rich. I’d also add that these ads are competing with other “mostly cable” ads. Those standards aren’t terribly slick at all. They’re not perfect, but their imperfection does offer an opportunity to be a little disruptive. In the areas they run, my guess is that those individuals featured, are probably somewhat known in those communities. I actually like these ads a bit more. Again, not perfect, but a bit more regular. I guess we’ll see.
Comment by A guy Monday, Oct 24, 16 @ 12:00 pm
I am not sure how Proft gets away with having Holan’s campaign chair in an ad that’s supposed to be uncoordinated.
Comment by interesting Monday, Oct 24, 16 @ 12:01 pm
Cheap production TV ads and plenty of typos in his mail pieces and “newspapers.” Proft sure is keeping his overhead low.
Comment by JTR Monday, Oct 24, 16 @ 12:03 pm
I saw this ad over the weekend and it jumped out at me. It’s an ad for Mel Thillens produced and paid for by Liberty Principles, an Independent Expenditure committee. Go to the 0:19 mark and a woman appears on the screen who is listed as “Tara Hergott” and “Thillens Employee”.
The law governing coordination between candidates and superpacs in Illinois is very, very weak but here’s what it says:
I’m not a lawyer but I’d guess that using an employee of the candidate in a superpac ad is not allowed.
Comment by The Captain Monday, Oct 24, 16 @ 12:09 pm
How’d that chair work out for you, Rich?
Comment by PublicServant Monday, Oct 24, 16 @ 12:26 pm
Captain, how is a company employee an official agent of the candidate?
Comment by Rich Miller Monday, Oct 24, 16 @ 12:27 pm
If I were a billionaire who didn’t want folks to notice the millions and millions that my pals and I dumped into these races, I’d want the ads I bought to look just like Proft’s.
– MrJM
Comment by @MisterJayEm Monday, Oct 24, 16 @ 12:31 pm
I suppose it’s possible that there’s enough distance there to not be considered an agent, for example if the candidate was a national bank president an employee who was just a teller at a branch would have enough distance but conversely that teller probably wouldn’t be in an ad speaking to their personal experience with the boss.
Comment by The Captain Monday, Oct 24, 16 @ 12:33 pm
Timex watch . . . Trash can van . . . Dan Proft
Comment by Henry Francis Monday, Oct 24, 16 @ 12:35 pm
===How’d that chair work out for you, Rich? ===
It didn’t last. But it was cheap and fulfilled an immediate need.
Comment by Rich Miller Monday, Oct 24, 16 @ 12:38 pm
Garbage ads and using a paid staffer in the Holan ad. Amateur hour.
Comment by oops Monday, Oct 24, 16 @ 12:39 pm
I’m not sure if @interesting or @Captain are on to something, but I can’t help but wonder if somewhere, someday there will be an over-zealous prosecutor who will indict someone for “coordinating.”
There is no question that many, many candidates, campaign managers and consultants are not following the letter of the law.
Comment by Where have you gone Patrick Fitz? Monday, Oct 24, 16 @ 12:49 pm
His ad quality is going downer! Downer!
Comment by Anonymous Monday, Oct 24, 16 @ 12:49 pm
Now Capt Fax like Proft ’60s era ads…..hmmmm. is he fishing for a placement on the Capt Fax network? Or is this a continuing part of the recovery from bein’ “duped” .
Comment by Annonin' Monday, Oct 24, 16 @ 12:49 pm
More important than the chair Rich, how was the Onion?
Comment by WhoKnew Monday, Oct 24, 16 @ 12:50 pm
Everyone keeps talking about what Liberty Principles is doing. I would think that would qualify as successful.
I don’t think political ads are competing for artistic awards, but whether or not the message works.
Comment by Rhino Slider Monday, Oct 24, 16 @ 12:51 pm
Do you actually get a free onion? Of course, as I’d tell my kids, the onion isn’t actually free… it’s built into the price of the furniture
Comment by Just Observing Monday, Oct 24, 16 @ 12:54 pm
Have to say, they kid of work because they seem low-rent, the give the impression of coming more from a state rep candidate than some big organization…
Comment by Oneman Monday, Oct 24, 16 @ 12:54 pm
VoteHolan.com advice: never use lip gloss that makes you look like you just ate a greasy pork chop. LOL
Comment by NoGifts Monday, Oct 24, 16 @ 12:58 pm
== the voice-over guy sound a little like Gene Honda ==
Yeah, I hear him too. He’s also the Blackhawk’s public address announcer.
Comment by Anonymous Monday, Oct 24, 16 @ 1:01 pm
Annonin’ the problem with you Madigan guys is you think everyone else is as deeply transactional as y’all are.
With me, an opinion is just that. An opinion.
Comment by Rich Miller Monday, Oct 24, 16 @ 1:12 pm
Eh, my dad and his law partner do a similar thing.
As the story goes, one day, one of the ads they posted was printed upside-down. A bunch of people called them to tell them about the mistake, and business was boosted 3x.
Now they post all of their ads upside-down.
Comment by ChrisB Monday, Oct 24, 16 @ 1:23 pm
==never use lip gloss===
Whoever she is, her lips and the rest of her image are very attractive. She’s well spoken and is passing along a strong message. By any standard, that’s a very good ad.
Comment by A guy Monday, Oct 24, 16 @ 1:31 pm
It works for this site, because we trust the message and the messenger. It’s all about trust.
Comment by Nothin's easy... Monday, Oct 24, 16 @ 1:33 pm
–It’s the exact opposite of slick. Maybe it’s so unslick that people turn off the message. Then again, I once bought a chair from This Is It Furniture because of the store’s “Where you always get a free onion” TV ads.–
This was a good post, but by far the best part of it was the reference to the “free onion” ads which still hold a special place in my heart. “We’re going DOWNER!”
Comment by Ahoy! Monday, Oct 24, 16 @ 1:34 pm
No way to justify crappy and silly. In the primary, strategy was to overwhelm GOP candidates with zero resources. OK, that’s takes intelligence. In the general, overwhelm with crappy ads with poor messaging.
Comment by anonmyous Monday, Oct 24, 16 @ 1:41 pm
What’s the wardrobe problem? I don’t see anything unusual/offensive/put-off-ish… What am I missing?
Comment by Can't see Monday, Oct 24, 16 @ 1:50 pm
- interesting - Monday, Oct 24, 16 @ 12:01 pm:
I am not sure how Proft gets away with having Holan’s campaign chair in an ad that’s supposed to be uncoordinated.
I hope Kim Savage is reading CF today, so she can add this as evidence against
Proft.
Comment by HRC2016 Monday, Oct 24, 16 @ 2:06 pm
So I guess if she already works for the campaign, she’ll stay in Ellinois whether her candidate wins or not.
Comment by Bill F. Monday, Oct 24, 16 @ 2:13 pm
The cheapness of the ad production values Proft uses are, I think, on purpose. Any production house in Chicago can do a nice pro looking ad on the cheap. The lip gloss seems like an unforced error.
Comment by Touré's Latte Monday, Oct 24, 16 @ 2:16 pm
===The lip gloss seems like an unforced error===
Wasn’t referring to the lip gloss. Didn’t even notice that.
Comment by Rich Miller Monday, Oct 24, 16 @ 2:38 pm
Cheap ads suggest a political operator who is skimming profits from his candidates.
Comment by Anonymous Monday, Oct 24, 16 @ 3:12 pm
Vidalia onion? Makes sense.
Sorry, simplicity might sell, but sloppiness distracts. One can only hope Proft spreads his production money around to local high schools and community colleges.
/s
Comment by walker Monday, Oct 24, 16 @ 3:23 pm
Did the no sound test.
The Kate Cloonen one was best even if the “Ruling Class” phrase seemed dumb. I guess they know calling her a Democrat would not hurt her so they don’t call her that.
The first one was OK even with sound down. You still got theme of real people from different perspectives support the candidate.
The Holan one was a mess with the sound down. I didn’t deduct any points for the woman’s outfit or lip gloss (I had no problem with either), but there was just no clear message or theme to the ad without sound.
Comment by hisgirlfriday Monday, Oct 24, 16 @ 3:36 pm
I assume the wardrobe thing is the visible strap.
I hear that drives some women crazy. I couldn’t care less, but somebody should have seen it. It would take a second to correct. It might annoy a few voters.
Comment by Gooner Monday, Oct 24, 16 @ 4:39 pm
Not sure if it has been mentioned but I can pretty much state with confidence that Proft has hired others to do the creative on anything that goes out. Proft is a conduit for the boys and he is making millions off the billionaires. Not a bad gig whatever you think of the quality lack thereof for the product.
Comment by Just saying.... Monday, Oct 24, 16 @ 4:48 pm
Rich, you are great but we get it you hate Dan Proft.
Comment by Rock Island Red Monday, Oct 24, 16 @ 4:53 pm
===but we get it you hate Dan Proft===
Actually, I like Dan Proft. This post was mainly a defense of Proft and I received an email from him thanking me for the post.
What we do get, however, is that you’re a goofball who sees things through some weird prism.
Bye.
Comment by Rich Miller Monday, Oct 24, 16 @ 4:54 pm
Envy, envy and envy. The envious are complaining. Ha.
Comment by Chris Robling Tuesday, Oct 25, 16 @ 3:42 pm