Democrat Brad Schneider (IL-10) launched his first campaign television ad of 2016, highlighting his commitment to confronting gun violence. The ad comes out as President Obama unveils executive actions on curbing gun violence.
The 30 second ad features Schneider’s personal connection with gun violence and highlights that his very first speech in Congress called for action on background checks for gun purchases.
After winning election in 2012, Schneider’s very first speech on the House Floor called for action on confronting gun violence. That speech can be viewed HERE.
During his entire time in Congress, Schneider was a tireless advocate and leading voice for gun safety measures, voting to increase funding for the National Instant Criminal Background Check System by $19.5 million, while also cosponsoring the Gun Trafficking Prevention Act and the Public Safety and Second Amendment Rights Protection Act of 2013.
For his votes to prevent gun violence, Schneider earned an ‘F’ rating with the NRA.
Schneider’s primary opponent Nancy Rotering has been making the gun issue a top priority in her campaign.
This has a very ‘negative’ feel to it. Took me a second to realize it wasn’t an attack ad.
- Ravenswood Right Winger - Monday, Jan 11, 16 @ 12:41 pm:
NorthCenter you are spot on. A more effective ad would have, IMO, had Schneider speaking directly to the viewer. If he wins the primary, will he release his tax return?
- Rahm's Parking Meter - Monday, Jan 11, 16 @ 12:45 pm:
Well, the thing is Brad is not lying about the “personal nature” for him. That is true but this does look like an attack ad.
What a lousy ad.
He couldn’t show happy smiling children, playing in the innocence and joy. He couldn’t show a happy safe place with him in office. He couldn’t tell us how important he believes it is to protect our children.
Instead he does this?
Fear. Mongering. Negative. Ugliness.
Schneider put out some of the worst ads in 2014. They were tone-deaf partisan things that helped him lose. He needs to fire his campaign staff. If he thinks this is a good ad, Dold has nothing to worry about.
The ad’s jerkiness, and constant light and dark back and forth movement sort of made me nauseous. Problem is not the message content–problems are the production visuals and music. I think this needs to immediately go back to the drawing board. C-
First, Raja’s getting horrible advice. That district is not basking in the glory of Obama. Tammy had a patriotic and touching story. She had more to do with helping Obama there than the other way around. This ad is terrible.
On Schneider. It’s an ad you might run in an Illinois house or senate district in the city of Chicago. Up there…not so much. It hovers barely on the cusp of pass/fail, but leans heavily toward fail. Not a good effort at all.
Why black and white making it look like some attack ad? Who is he attacking here, himself? Rotering with the Highland Park win against automatic weapons, owns this issue, and this ad does nothing to cut into her strength.
Schneider’s ad does not seem strong to me. It tries to be serious about the issue of gun violence, but doesn’t focus enough on the personal aspect of it. Brad, you say you were named after a relative killed by gun violence, tell us how it affected your family.
Schnieder’s ad leaves something to be desired. I think though what is happenig his polling says the gun issue is where some movement for NR is going to come from. Strategy may be solid execution not so much.
Raja has the money to be in the mailbox every other day until March and can do major targeted TV campaigns starting middle of February until the end. Going to be tough to beat.
Schneider shouldn’t be going so “dark” so early. Talk about how you’ll restore faith, on the North Shore, in DC. I’m here for you, I approve this message because I want to work for you blah blah blah.
- Let's Be Serious - Monday, Jan 11, 16 @ 2:23 pm:
=First, Raja’s getting horrible advice. That district is not basking in the glory of Obama. Tammy had a patriotic and touching story. She had more to do with helping Obama there than the other way around. This ad is terrible.=
Running in a Democratic Primary, is a bad thing to mention Obama? It’s funny how so people think these days: Obama is still relevant and with a big SOTU address coming - it’s a great, great move.
I give the Schneider ad the same grade the NRA gave him in the ad - an F. Every complaint everyone said here is absolutely correct. Pull it. Nothing is better than that.
I agree with many that the production style is off mark and it appears to be an attack ad that has no attack.
More importantly, if Brad and Nancy spend the next few months trying to out-liberal each other the result will be a cash-poor leftist going up against a hard-working, abundantly-funded moderate who has his finger firmly on the pulse of this centrist district.
If the two Dems keep talking about gun control and other progressive issues the winner is Dold.
- NorthCenter - Monday, Jan 11, 16 @ 12:30 pm:
This has a very ‘negative’ feel to it. Took me a second to realize it wasn’t an attack ad.
- Ravenswood Right Winger - Monday, Jan 11, 16 @ 12:41 pm:
NorthCenter you are spot on. A more effective ad would have, IMO, had Schneider speaking directly to the viewer. If he wins the primary, will he release his tax return?
- Rahm's Parking Meter - Monday, Jan 11, 16 @ 12:45 pm:
Well, the thing is Brad is not lying about the “personal nature” for him. That is true but this does look like an attack ad.
- Century Club - Monday, Jan 11, 16 @ 1:01 pm:
I had the same reactions - the tone is so harsh, and if he’s so personally affected, why isn’t he talking about that into the camera?
- VanillaMan - Monday, Jan 11, 16 @ 1:03 pm:
What a lousy ad.
He couldn’t show happy smiling children, playing in the innocence and joy. He couldn’t show a happy safe place with him in office. He couldn’t tell us how important he believes it is to protect our children.
Instead he does this?
Fear. Mongering. Negative. Ugliness.
Schneider put out some of the worst ads in 2014. They were tone-deaf partisan things that helped him lose. He needs to fire his campaign staff. If he thinks this is a good ad, Dold has nothing to worry about.
Grade - D.
- Responsa - Monday, Jan 11, 16 @ 1:05 pm:
The ad’s jerkiness, and constant light and dark back and forth movement sort of made me nauseous. Problem is not the message content–problems are the production visuals and music. I think this needs to immediately go back to the drawing board. C-
- A guy - Monday, Jan 11, 16 @ 1:22 pm:
First, Raja’s getting horrible advice. That district is not basking in the glory of Obama. Tammy had a patriotic and touching story. She had more to do with helping Obama there than the other way around. This ad is terrible.
On Schneider. It’s an ad you might run in an Illinois house or senate district in the city of Chicago. Up there…not so much. It hovers barely on the cusp of pass/fail, but leans heavily toward fail. Not a good effort at all.
- Louis G. Atsaves - Monday, Jan 11, 16 @ 1:36 pm:
Why black and white making it look like some attack ad? Who is he attacking here, himself? Rotering with the Highland Park win against automatic weapons, owns this issue, and this ad does nothing to cut into her strength.
- Precinct Captain - Monday, Jan 11, 16 @ 1:38 pm:
Schneider’s ad does not seem strong to me. It tries to be serious about the issue of gun violence, but doesn’t focus enough on the personal aspect of it. Brad, you say you were named after a relative killed by gun violence, tell us how it affected your family.
- Come on Man! - Monday, Jan 11, 16 @ 1:49 pm:
So is Raja a long shot or a front runner?
Schnieder’s ad leaves something to be desired. I think though what is happenig his polling says the gun issue is where some movement for NR is going to come from. Strategy may be solid execution not so much.
- DuPage Bard - Monday, Jan 11, 16 @ 1:55 pm:
Raja has the money to be in the mailbox every other day until March and can do major targeted TV campaigns starting middle of February until the end. Going to be tough to beat.
Schneider shouldn’t be going so “dark” so early. Talk about how you’ll restore faith, on the North Shore, in DC. I’m here for you, I approve this message because I want to work for you blah blah blah.
- Let's Be Serious - Monday, Jan 11, 16 @ 2:23 pm:
=First, Raja’s getting horrible advice. That district is not basking in the glory of Obama. Tammy had a patriotic and touching story. She had more to do with helping Obama there than the other way around. This ad is terrible.=
Running in a Democratic Primary, is a bad thing to mention Obama? It’s funny how so people think these days: Obama is still relevant and with a big SOTU address coming - it’s a great, great move.
- Chicago Cynic - Monday, Jan 11, 16 @ 4:00 pm:
I give the Schneider ad the same grade the NRA gave him in the ad - an F. Every complaint everyone said here is absolutely correct. Pull it. Nothing is better than that.
- Adam Smith - Monday, Jan 11, 16 @ 4:25 pm:
Schneider’s ad gets a C-.
I agree with many that the production style is off mark and it appears to be an attack ad that has no attack.
More importantly, if Brad and Nancy spend the next few months trying to out-liberal each other the result will be a cash-poor leftist going up against a hard-working, abundantly-funded moderate who has his finger firmly on the pulse of this centrist district.
If the two Dems keep talking about gun control and other progressive issues the winner is Dold.
- cal city crew - Monday, Jan 11, 16 @ 4:54 pm:
Maybe prevailing theory for Schneider ad is that the black and white contrast breaks through the other commercials on TV?
Also, Raja was policy director for Obama’s Senate run? Yeah…
While you’re fact checking that one, call some folks who used to work with him in when he was in the Treasure’s office. Ask them how they really feel.