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*** UPDATED x1 *** Rate Bill Brady’s new TV ad

Thursday, Aug 26, 2010

* Bill Brady has a new TV ad up and running. Rate it

Make sure you watch it at least once with the sound off.

*** UPDATE *** Tribune

Brady’s campaign is spending about $250,000 to air the ad in the Chicago TV market through Sept 1, according to a source familiar with political television ad buys in the city who was not authorized to speak publicly.

- Posted by Rich Miller        

  1. - Anon - Thursday, Aug 26, 10 @ 10:29 am:

    Jumps back and forth between farmland & urban centers, an odd juxtaposition. His red & blue shirts seem to match his logo, heh.

    Progress Illinois offers a quick critique:

  2. - 47th Ward - Thursday, Aug 26, 10 @ 10:29 am:

    It’s a good ad, 8 out of 10. With the sound off, there is a sense of seriousness that was appealing, but it could have used some words or headlines to repeat the messages. With the sound on, I thought he came just short of where he wanted to go with the clean break line. He didn’t mention Quinn-Blagojevich and even though we know that’s what he meant, he needs to beat us over the head with it.

    End the borrowing, balance the budget without taxes, create jobs, all are good messages. I’d add those lines as text, but otherwise thought this did a nice job. Oh, and he gets a bonus point for smiling.

    Btw, who is that Plummer person? Anybody seen or heard from him lately? Is he still on the ticket?

  3. - davE - Thursday, Aug 26, 10 @ 10:31 am:

    ZO NOES!!!

    But Bill Brady will gas mah puppies!!!!

  4. - Corduroy Bob - Thursday, Aug 26, 10 @ 10:31 am:

    The man knows how to wear a billowy shirt.

  5. - Heartless Libertarian - Thursday, Aug 26, 10 @ 10:32 am:

    I thought it was a good ad. It definitely is geared toward middle class working people.

  6. - Lincoln Parker - Thursday, Aug 26, 10 @ 10:34 am:

    Good ad, I like the fact it’s positive. I’m really sick of negative ads & I bet there are a lot of voters who are.

    47th ward brings up a great point though, did they send Plummer to Alaska or something? He has been nowhere. Probably avoiding answering questions about his taxes.

  7. - Niles Township - Thursday, Aug 26, 10 @ 10:34 am:

    Very generic.

  8. - Don't Worry, Be Happy - Thursday, Aug 26, 10 @ 10:36 am:

    I didn’t get anything out of watching with the sound off.

    I found it a bit boring. He delivers all his lines in the same tone of voice - I thought the beginning when he was saying that these are difficult times while smiling and being upbeat with music playing undercut that point.

    All in all, it was a bunch of platitudes that people want to hear but I’m not sure they will buy. No specifics, and I think people want to hear the real dope.

    Makes we think of how Doonesbury used to treat George HW Bush - invisible.

  9. - Niles Township - Thursday, Aug 26, 10 @ 10:37 am:

    My question is when will Quinn go on the air? If he is not on the air, the day after Labor Day, he can forget about making up the difference. His that realistic even with a new consultant just hired?

  10. - How Ironic - Thursday, Aug 26, 10 @ 10:41 am:

    Sound Off-

    If lens flare were substance…then this ad is packed full of it. I needed my sunglasses.

  11. - 815 Ω - Thursday, Aug 26, 10 @ 10:42 am:

    The ad really reminded me of his ad near the end of the primaries, but with a higher budget. Same tone, same positive message, trying to rise above the squabble. I think it worked in the primaries because it was near the end after all the fighting that had gone on among the other candidates. This could be effective throughout the state outside of Cook County because of the more positive message.

  12. - Louis G. Atsaves - Thursday, Aug 26, 10 @ 10:44 am:

    Good ad. Good visuals. Good visuals. Bright and promising. A far cry from what we have been getting, stumbling and fumbling.

  13. - Luke - Thursday, Aug 26, 10 @ 10:44 am:

    It alright. Nothing great. Brady must feel he can run these kind of ads because of Quinn’s weaknesses.

  14. - CLJ - Thursday, Aug 26, 10 @ 10:44 am:

    Niles Township - just saw an ad from Quinn this mornig attacking Brady on assult weapons.

    The ad is fine, nothing special. It’s generic enough to be used in all markets in the State.

    The shot of him in the red shirt is in front of my parents’ house in Springfield.

  15. - CU on 2 Nov - Thursday, Aug 26, 10 @ 10:45 am:

    Good commercial. I rate it a 9 out of 10. Positive, good feeling commercial. I just don’t like the red shirt and the brown pants. The color combo with his skin tones seem off.

  16. - Adam Smith - Thursday, Aug 26, 10 @ 10:47 am:

    A little visually jittery, but upbeat. No commercial is going to be loaded with substance. It conveys optimism and takes advantage of Brady’s solid personal presence. He projects much better on TV than Quinn and comes across as likable.

    Give it an 8 out of 10

  17. - Pat Collins - Thursday, Aug 26, 10 @ 10:53 am:

    Nice positive Ad. I dont much care for the sun in my eyes, esp so often. And I dont get the black/white fading to color.

    My first time listening I thought he said “I will surrender” Music is too loud, steps on his speaking.

    But it’s a nice “see I care about your chief concern” ad and also a positive “why you should vote for me” ad.

    I didnt’ see a difference sound on/off either.

  18. - cassandra - Thursday, Aug 26, 10 @ 10:54 am:

    A pleasant ad that doesn’t really get one’s political blood moving.

    But since Brady has been portrayed by opponents as a right-wing pol with far out social views, it may be necessary to run ads presenting him as a pleasant and concerned guy next door , at least for a while. Who knows.

    One of his priorities right now should be to prepare, prepare, prepare for the inevitable debates with Quinn and possibly other candidates.
    Quinn is not a bad debater, a lot of people will probably be watching, and he could win or lose on them. Quinn, an incumbent with wide name recognition and lots of money in a blue state, has less to lose, but we can be sure he’ll be preparing. Ditto Junior. Especially Junior.

  19. - dupage progressive - Thursday, Aug 26, 10 @ 10:54 am:

    “our tax dollars”????
    Shouldn’t it be “YOUR tax dollars”, since he hasn’t paid taxes???????
    Just saying…

  20. - Whatever - Thursday, Aug 26, 10 @ 10:55 am:

    Good ad, good message. However, I’m not sure he use footage of the Tribune Tower when talking about job creation. That company is in bankruptcy, and has been run as poorly as Quinn has run the state!

  21. - Niles Township - Thursday, Aug 26, 10 @ 10:55 am:

    just saw an ad from Quinn


    Was it from him, or the DGA or another group? I have yet to see a Taxpayers for Quinn ad this summer.

  22. - JakeP - Thursday, Aug 26, 10 @ 10:56 am:

    weird lens flare.

  23. - wordslinger - Thursday, Aug 26, 10 @ 10:56 am:

    Pretty generic production-wise, works in all markets. Better with the sound down.

    But how about those promises? If he does what he says he will, he will be the greatest governor of all time.

    I don’t see the need for it now. Let Quinn do his thing and wait until everyone’s over their summer after Labor Day.

  24. - Indy - Thursday, Aug 26, 10 @ 10:57 am:

    Definition of the word insane: “not sane; not of sound mind; mentally deranged.”

    Seems kind of insensitive to utilize this word to describe state borrowing…

  25. - Whatever - Thursday, Aug 26, 10 @ 10:57 am:

    sorry…”not sure he SHOULD use footage of the Tribune Tower…”

  26. - anon - Thursday, Aug 26, 10 @ 10:58 am:

    The ad appears to make Brady seem normal and confident which is what the people of Illinois are begging for. Great feel good message that is positive and in stark contrast to the last 8 years of destruction and embarrassment.

    Won’t Nancy make a great First Lady!

  27. - Rollin' - Thursday, Aug 26, 10 @ 10:58 am:

    Generic, basic ad, and the unsteadiness of the camera almost made me queasy. It was nice to see a positive ad for once though. 6 out of 10.

  28. - JustaJoe - Thursday, Aug 26, 10 @ 10:58 am:

    Good. Positive. Up-beat. Smiling.
    “Clean Break” could mean both Blago AND Ryan.
    “Without raising taxes on FAMILIES”…gives some wiggle room of revenue increases.

  29. - Rich Miller - Thursday, Aug 26, 10 @ 11:00 am:

    ===”not sure he SHOULD use footage of the Tribune Tower…” ===

    Why not? It’s one of his biggest supporters.

  30. - Louis Howe - Thursday, Aug 26, 10 @ 11:02 am:

    Decent Ad…7-8 out of 10. Bottom-line: Reaffirms Brady as non-threatening which is all he needs to accomplish to beat Quinn at this time.

  31. - Whatever - Thursday, Aug 26, 10 @ 11:04 am:

    Rich — see my first point. He uses the Trib. footage when talking about job creation. That company is in bankruptcy, deservedly so. LOL.

  32. - Rich Miller - Thursday, Aug 26, 10 @ 11:12 am:

    I think I agree most with 47th. But I don’t think he needed to say the words “Quinn” or “Blagojevich.” Voters are already angry about both men. Saying those names would just turn a positive ad negative, even though it’s not really a positive ad. Yes, he’s smiling, but listen to what he says: “insane” borrowing, “special interests,” “Had enough,” etc. Reaganesque language while remaining upbeat. It’s a near perfect pitch.

    That being said, the visuals are way too stale. Seen it all before. That’s what brings this down from a 10 to an 8, or maybe slightly below that.

  33. - curtis - Thursday, Aug 26, 10 @ 11:12 am:

    Same old, same old… with the exception of the goofy lens flares and strange camera angles.

  34. - dupage dan - Thursday, Aug 26, 10 @ 11:16 am:

    Why didn’t he detail his budget proposals with any specifics (snark!)?

    Good ad - Regular guy stuff counters the rhetoric about his conservative views. Good to stay away from the negative right now. It gives me a warm feeling allllllll over!

  35. - Obama's Puppy - Thursday, Aug 26, 10 @ 11:16 am:

    Generic, love the red shirt. The special interests that support Brady and want your tax money are the big corporations and the housing speculators that dont pay taxes and want tax breaks for waking up in the morning.

  36. - Irish - Thursday, Aug 26, 10 @ 11:20 am:

    Decent ad. I think the message in the pictures is let’s get back to basics, apple pie, farm, family friends, summertime in the rural areas. Only three times were there pictures of an urban setting. Don’t think he was catering to the downstate vote in that, I think he was putting himself in the remember when times were better and life was simple I can get us there mode. Getting people to relive those days and vote for him.

  37. - CLJ - Thursday, Aug 26, 10 @ 11:22 am:

    =Was it from him, or the DGA or another group? I have yet to see a Taxpayers for Quinn ad this summer.=

    It was from the Quinn campaign.

  38. - KeepSmiling - Thursday, Aug 26, 10 @ 11:26 am:

    9 for appeal to the suburban Chicago market. We’ve got to know him to vote for him, so he needs to start introducing himself now.

    Very positive commercial. He looks comfortable in Chicago, and offers some really nice pictures of downstate. Makes Illinois look like we’re all one big, happy family. In fact, it almost makes me want to go to a farm. Almost.

    Can’t use puppies, so he’s got lots of happy faces. Multiple races, genders. Feels nice without pushiness. I think this will play well with moderates, independents and women across full political spectrum.

  39. - Pundeete - Thursday, Aug 26, 10 @ 11:31 am:

    Rich: Why do you suggest watching w/out the sound? Visually, the camera jumps around too much. Agree with the posters that suggested some titles be included. Would like to see something in this vein without the flare and sloowwed down a bit. On a positive note, he’s right to use (and end) with footage of Chicago.

  40. - Mark Buerhle - Thursday, Aug 26, 10 @ 11:35 am:

    The Quinn Ad is very similar to the “What was she thinking?” ads against JBT in 06. Guessing the social issues stuff wasn’t working so the new team figured guns might. We’ll see.

  41. - Say WHAT? - Thursday, Aug 26, 10 @ 11:43 am:

    I liked it better with the sound off. The music they chose is generic, and doesn’t make a statement. It seemed positive and upbeat, but the impact could have been better using different music.

  42. - Skeeter - Thursday, Aug 26, 10 @ 11:56 am:

    Interesting line: “without raising taxes ON FAMILIES.”

    Does that signal a change?

  43. - Skeeter - Thursday, Aug 26, 10 @ 12:01 pm:

    Good ad. Interesting choice of music. Almost seemed like a lame version of techno. When I saw it with the sound off, it almost reminded of something you might see behind a John Mellencamp song. The music chosen just didn’t seem to fit. That’s probably the one weakness. The glare didn’tf bother me as much as it bothered others.
    I also give it 8 out of 10.

  44. - Rich Miller - Thursday, Aug 26, 10 @ 12:02 pm:

    Skeeter, no. He actually wants to reduce taxes on business.

  45. - Skeeter - Thursday, Aug 26, 10 @ 12:04 pm:

    Was he going for a parallel structure with the repeated starting of lines with “and”, or was that just a verbal tick?

  46. - Skeeter - Thursday, Aug 26, 10 @ 12:08 pm:

    Rich, that’s what I thought, which is why I found the specific language interesting. Unless, of course, he just wanted to work the word “family” into the ad more.

    Of course, “family taxes will stay the same, business taxes will go down” wouldn’t have quite the same impact.

    Sorry for four quick posts. Reviewing and adding thoughts. No more comments for a while.

  47. - just sayin' - Thursday, Aug 26, 10 @ 12:10 pm:

    Maybe if Brady hadn’t spent the last few years running around the state gladhanding, while at the same time badmouthing the state (especially Chicagoland), maybe he wouldn’t have had to gut his business and layoff most of the employees. Maybe he could have created jobs instead of just whining about how others aren’t doing enough.

    Brady really makes me ill. I give the ad an A for appeal to gullible yokels, and an F for appeal to people who actually know what this guy’s about.

  48. - ZC - Thursday, Aug 26, 10 @ 12:11 pm:

    It’s a pleasant-looking ad, he seems like a nice enough guy, making pleasant-sounding promises. One might almost call it Blagojevichian.

  49. - Wumpus - Thursday, Aug 26, 10 @ 12:12 pm:

    Positive and shows footage from the entire state

  50. - cousin ralph - Thursday, Aug 26, 10 @ 12:26 pm:

    It is a good ad, and the right type of ad to run when your up big and your opponent has to go negative.

  51. - truthteller - Thursday, Aug 26, 10 @ 12:36 pm:

    “I will balance the budget without raising taxes.”

    How can anyone believe that? I am in the camp of this is great for the uninformed voter and as an intro, but a pretty vapid attempt to connect him with the Reagan Morning in America feel.

  52. - Niles Township - Thursday, Aug 26, 10 @ 12:43 pm:

    You think the Trib likes Brady? Two of the five breaking news bullets at the top are about Brady’s new ad. Nary a mention about Quinn’s ad.

  53. - Niles Township - Thursday, Aug 26, 10 @ 12:43 pm:

    Talking about the website.

  54. - Amalia - Thursday, Aug 26, 10 @ 2:32 pm:

    It’s an upbeat, positive, effective ad. Not sure what you
    mean about the sound off, unless you think it seems
    more impressive with the sound off, the words don’t deliver

    It is very effective in covering yet another conservative/tea
    party Republican who has horrible insurance, health,
    and reproductive choice policies. just another Scott.

  55. - Ghost - Thursday, Aug 26, 10 @ 2:35 pm:

    To me its a good mom and apple pie kind of ad. The transitions between urban and rural are a nice raw to the whole state, and he uses concise simple attack hetoric n a few easily followed points.

  56. - wordslinger - Thursday, Aug 26, 10 @ 3:02 pm:

    Going back to the production, the flash effects are just cheap transitions. The last one out on the farm is just too white hot.

    The Farm/Loop dichotomy is kind of lame. Most Illinoisans live in-between, and we’re all smart enough to know that.

    And seriously, I’m no Joe Biden in the periodontal area, but Bill has a serious case of Count Chocula bicuspids. Check out the closing shot.

  57. - Ghost - Thursday, Aug 26, 10 @ 3:54 pm:

    Word that will help him get the young adult chocula fan vote (BTW your dating yourself by using a reference to the no longer available cereal :) could be worse you could have mentioned the also no longer around count dracula from sesame street)

  58. - El Conquistador - Thursday, Aug 26, 10 @ 3:56 pm:

    Not a bad, generic ad. I’m sure it’s designed just to build name recognition and a sense of familiarity, so you don’t want to venture too far out on a limb anywhere. Two things to work on for the future, though. First he needs to work on inflection. His voice seemed unnaturally in the high range through the whole spot. Relax and add more inflection. Second…what’s with the hands? He (like many) looks like he has no idea what to do with his hands so he just keeps putting the fingertips together reminding me of Mr. Burns. Not a good visual! :)

  59. - zatoichi - Thursday, Aug 26, 10 @ 4:11 pm:

    With the sound off, it is the same basic ad that runs in every state for every party. Push farm, city, red/white/blue colors, rolled sleeves, sun lit background. Immediately forgetable.

  60. - Nearly Normal - Thursday, Aug 26, 10 @ 5:08 pm:

    Bill B–Fangs for watching our new ad!

  61. - L.S. - Thursday, Aug 26, 10 @ 5:48 pm:

    jumps all over with no substance. His main tag line balancing the budget w/o raising taxes is a bald-faced lie. But Quinn will probably hit back on a social issue that less the 20% say is convincing. It’s sad that Brady feels this is all he needs to do, and that he’s probably right.

  62. - wordslinger - Thursday, Aug 26, 10 @ 6:43 pm:

    Ghost, it’s just “The Count” from Sesame Street — ah, ah, ah!

  63. - downhereforyears - Thursday, Aug 26, 10 @ 6:54 pm:

    Actually it’s very good. Plays to the concerns of the average person. Never forget the audience, it ain’t us it’s the real public.

  64. - wordslinger - Thursday, Aug 26, 10 @ 7:00 pm:

    Why is it a “good ad” to say you’re going to stop “the insane borrowing,” “balance the budget without raising taxes,” and “create jobs?”

    Any fool can say those things. Some would say it’s naive, some would says it’s dishonest. It takes courage to be honest about what you can really do. This guy ain’t got it.

    Quinn’s a trip, but this guy’s not even in the ballgame.

  65. - sionilli - Thursday, Aug 26, 10 @ 9:36 pm:

    At least he had John Deere tractors in it. My favorite color!

  66. - Responsa - Thursday, Aug 26, 10 @ 10:43 pm:

    B. I didn’t entirely love the production values, especially the jitteriness and flash changes. But I did like that Brady spoke for himself. And best, (in contrast to the Quinn ad which was highly targeted and therefore most commenters agreed could not be effectively used statewide) Brady’s ad featured community by enveloping the breadth and diversity and beauty of the whole state and its people. There was no playing one geographic area against the other, or playing one constituency against the other in Brady’s ad. That ad will feel at home and normal anywhere in the state.

  67. - VanillaMan - Friday, Aug 27, 10 @ 8:28 am:

    It’s bright.
    It’s promising.
    It’s what voters want to hear.

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