Today, the JB Pritzker for Governor campaign released its first TV ad, a 60-second spot called “Think Big.” The ad will air in markets across the state.
“Think Big” highlights JB’s progressive record of getting things done, including his work to bring new, good paying jobs to Illinois by helping build 1871, a non-profit technology small business incubator, by working with non-profits like Share Our Strength and Greater Chicago Food Depository to provide school breakfast to 55,000 Illinois kids, and JB’s work as a national leader in early childhood education.
“Today, I’m excited to release our campaign’s first TV ad and continue introducing myself to people across Illinois,” said JB Pritzker. “As I’ve traveled across the state, I’ve visited organizations and met with Illinoisans who are paying the price for Governor Rauner’s failure every day. It’s time we fight for what’s right and get our state back on track. By working together, I know that we can get real results for Illinois families and our communities.”
In the spot, Pritzker takes only a passing shot at incumbent Gov. Bruce Rauner, saying that, under him, “things have only gotten worse” in Illinois. And he completely ignores other rivals for the Democratic nomination.
Instead, under the theme of thinking “big,” Pritzker talks about how he founded a successful tech incubator and worked to arrange funding for early-childhood education and nutrition programs. “Small ideas won’t help Illinois’ future,” he concludes.
But the “big” line is used to self-deprecating purpose, too. I’m not sure if he’s ever been skinny, and the spot depicts him walking down a street, stomach bumping above his belt, hammering on the “big” line.
Kinda cute, I thought. But look for yourself. At least we’re starting what likely will be a bitter campaign on a humorous note.
Great ad. I agree with OW. It could only have been made better by citing the people offering testimonials as experts in their fields. The first impression is an important one and a lasting one. JB’s genuineness and easy smile with the kids at the end of the ad is obvious. People will see that, and it will be a breath of fresh air next to the bizarrely robotic and fake bruce rauner. For those saying its too long, remember blago’s first ad? It was a 60 second bio, and it moved numbers. He was first up on air and lacked the name ID of his primary opponents. Within a couple of weeks of saturation of that ad, blago went from last to first. JB gets a solid B or B+ on this effort.
I give it a C+
I would have gave it a B if the background music was better. When I watched the ad I kept thinking about Jim Oberweis for some reason. Solid ad
JB has some personal charm, which helps, but the ad itself was pretty cookie cutter. He has an interesting story to tell and almost limitless resources for production and the buy, kind of disappointing that the presentation was so formulaic.
Haven’t been a fan of JB thus far but this is well done. Like the think big messaging.
Think big leans into his weight situation which I like. Weight struggles are relatable even when its a billionaire that has them and its a more authentic relatable than dropping gs when you have an Ivy education or dressing like a lumberjack all the time when you made your money pushing paper around.
Superficially, I wish his hair didnt resemble Blagos so much. Dan Proft is going to make so much money photoshopping them together this cycle.
He didn’t need any working man props. No Carhartt, no cheap watch, no old van. I don’t think we’ll see JB wearing any costumes to try to blend in with the rubes either.
Very well done. Substantive–He states the problems. But not bragging–others say how he solved them.
Shows him as just a guy w/ the pix from childhood and pulls that back in w/ the end scene w/ the kids. Plus he comes across as the guy next door.
Utterly conventional (political ad-making can be such a lazy racket), but cheerful and positive. Fine for an introduction, but isn’t going to do more than start the process of making him more familiar. Doesn’t inspire or captivate.
Still, good on him for taking a “vulnerability” and demonstrating self-awareness and cheek. Desirable qualities in a person and rarer ones in a politician.
- Dance Band on the Titanic - Tuesday, May 2, 17 @ 1:23 pm:
Solid intro. Highlighting that he helped create 6,000 jobs is a good way to differentiate himself from Rauner.
This ad is…..boring. It’s slow, it’s monotone, it’s utterly flat. When you’re talking about kids going to school hungry, you might want to pose in a school where that’s happening.
I can’t for the life of me figure out why no one on this side knows how to concept and execute a video that moves the needle. This one doesn’t.
Not sure that I want Pritzker ought there talking about an “empty stomach.” There is a reason why Taft was our last plus sized candidate. The Reginald Van Gleason look is out.
Did I see Pat Quinn in exactly the same ad? Hold it…haven’t I seen most politicians do exactly the same ad? It’s as sincere as a Chicago Alderman’s smile, as convincing as a Trump’s example of success, and will be as effective as Quinn’s similar ads turned out to be.
I agree with OW. This is a pretty good first impression ad. The testimonials and kids are great, I agree if they testimonials were cited even better, but at least here is a man who has built businesses and didn’t vulturize them to make his money.
This ad is built for the suburbs. The houses, the message, the whole thing around it screams winning over suburbs. Jb’s message will probably do really well there and I don’t even think that whole Obama thing will hurt him a ton there. Is it bad? yes, will anyone care in 6 weeks? No. Pritzker is doing very well right out of the gate.
- Albany Park Patriot - Tuesday, May 2, 17 @ 2:22 pm:
Thank goodness he doesn’t drop his gs or try to pretend to be anything that he’s not. Not sure if he’s the real deal all the way, but it seems at least like he actually gives a fig about the people seated next to him, which is more than I can say for the billionaire currently in Springfield.
He could get the chubby thing out of the way immediately just having a little fun with himself and make a point.
i.e.
Hi I’m JB Pritzker. Clearly, I haven’t missed any meals. While that’s a funny thing…
No one should miss meals…especially school children who need decent nutrition to focus on learning.
That’s a big reason why I’m running.
In and out in less than :30. And, you’ll remember it.
I know JB is supposedly a regular guy but I really wish he wore an ascot. The open neck shirt doesn’t look good on him. Plus, isn’t it time we had an ascot-wearing governor?
“Well, my name’s Dewey Oxburger. My friends call me Ox. I don’t know if you’ve noticed, but I got a slight weight problem. My doctor says I’ve been swallowing a lot of aggression, along with a lot of pizzas.”
I feel like there was another businessman, not a politician, who started running ads during the summer before the primary about four years ago.. And I thought JB was trying to distance himself as the Rauner of the Democratic Party?
Comparing the personality of Rauner vs. JB, no match. Rauner has been a fake, phony, poser from day one. Pritzker appears to be genuine, and capable of laughing without a notecard to tell him a laugh plays well with rubes.
Pretty sure - don’t have em anymore, wish now I’d kept em - JB ran a direct mail piece when he ran for IL House #9 against Schakowksy back in 1998, running on a gun control platform and stating, “I’m a big target for the NRA.”
This ad doesn’t do a great job of answering the question, “Who is JB Pritzker?”
- Veil of Ignorance - Tuesday, May 2, 17 @ 4:10 pm:
Nice ad, testimonials were a little rigid and I wonder if Rauner will try to get voters to wonder if supporters in JB ads all somehow benefited from his money. I would say I didn’t think I saw any Latinos or Asians in his ad…this is a Dem primary isn’t? BTW - I’m not sure why Biss gets called out for calling JB a moderate…the quote from Bloomberg is questionable for a Dem. Unless you agree that President Obama was just mediocre.
I suppose we’ll have to wait and see but it looks like Pritzker is the type of guy who laughs when something is actually humorous while Rauner is the type of guy who…Aw hell.
- Here we go again - Tuesday, May 2, 17 @ 5:20 pm:
To the comment above, JB has been doing a lot of outreach in the latino community. Im sure there will be an ad soon.
To the post/video - solid. Light hearted, issues that moderates (especially women), normally care about.
- annonin' - Tuesday, May 2, 17 @ 12:33 pm:
sheer genius. expect DopeyDuct to surrender by 1 p.m.
- so... - Tuesday, May 2, 17 @ 12:34 pm:
“Think Big.” Too easy.
- John Rawlss - Tuesday, May 2, 17 @ 12:37 pm:
60 sec ad!? Pritzker’s DC committee of failed hillary aides couldnt figure out what message to go with, so they just threw it all in one!!!
- schmoopy - Tuesday, May 2, 17 @ 12:37 pm:
borrowing the phrase from anyone?
https://www.amazon.com/Think-BIG-Kick-Business-Life/dp/0061548189
- Arsenal - Tuesday, May 2, 17 @ 12:37 pm:
I…guess I gotta give him credit for going right at the weight thing.
(I have no other substantive comment on this because I’m absolute rubbish at evaluating political ads.)
- GOPgal - Tuesday, May 2, 17 @ 12:37 pm:
“Think Big” — great theme. Liked it even better when Donald Trump ran on it for 18 months.
- Oswego Willy - Tuesday, May 2, 17 @ 12:41 pm:
Yikes, that’s pretty good
The kids were great at the end.
For an Intro piece, B+, A-
“Why”
The testimony by people, had those people been cited, as those close to what they were saying, then that’s the “Solid A”
That said, it’s really, really good.
He seems likable and smiles a genuine smile, and enough “facts” to create an image.
Yikes, it’s really good..,
- Christopher - Tuesday, May 2, 17 @ 12:42 pm:
I’m not crazy about JB’s commercial, but anyone is better than the status quo Governor Rauner.
- Centenial - Tuesday, May 2, 17 @ 12:42 pm:
It is long, but it’s a good angle. My takeaway — JB sees a problem and finds a solution. A results oriented Gov? Sign me up.
- Ray del Camino - Tuesday, May 2, 17 @ 12:44 pm:
I liked it. Good intro ad. A minute is longish for the real tube, but good web piece.
- Anonymous - Tuesday, May 2, 17 @ 12:45 pm:
do we know who JB’s media consultant is? any idea about the size of the buy and what markets is up in?
- jaykay - Tuesday, May 2, 17 @ 12:49 pm:
JB seems comfortable in his own skin.
BR? Not so much. A good introductory piece.
- Oswego Willy - Tuesday, May 2, 17 @ 12:49 pm:
Pritzker needs a minute, it’s a big ad!
Also, Pritzker needs the :60 to intro who he is. Kennedy is at 44%, with the name recognition as a help, Pritzker is chasing that 44% right now.
To the “similarities” to… well, to that book.
Pritzker’s Crew sees an end game angle on it, so we’ll see where they take this, it’s only May.
- Ok - Tuesday, May 2, 17 @ 12:49 pm:
Good ad
- Anon - Tuesday, May 2, 17 @ 12:53 pm:
Great ad. I agree with OW. It could only have been made better by citing the people offering testimonials as experts in their fields. The first impression is an important one and a lasting one. JB’s genuineness and easy smile with the kids at the end of the ad is obvious. People will see that, and it will be a breath of fresh air next to the bizarrely robotic and fake bruce rauner. For those saying its too long, remember blago’s first ad? It was a 60 second bio, and it moved numbers. He was first up on air and lacked the name ID of his primary opponents. Within a couple of weeks of saturation of that ad, blago went from last to first. JB gets a solid B or B+ on this effort.
- City Zen - Tuesday, May 2, 17 @ 12:54 pm:
I was expecting to see Quinn mowing his lawn in that opening shot.
- Rocky Rosi - Tuesday, May 2, 17 @ 12:56 pm:
I give it a C+
I would have gave it a B if the background music was better. When I watched the ad I kept thinking about Jim Oberweis for some reason. Solid ad
- The Captain - Tuesday, May 2, 17 @ 1:00 pm:
JB has some personal charm, which helps, but the ad itself was pretty cookie cutter. He has an interesting story to tell and almost limitless resources for production and the buy, kind of disappointing that the presentation was so formulaic.
- hisgirlfriday - Tuesday, May 2, 17 @ 1:01 pm:
Did the without sound test.
Haven’t been a fan of JB thus far but this is well done. Like the think big messaging.
Think big leans into his weight situation which I like. Weight struggles are relatable even when its a billionaire that has them and its a more authentic relatable than dropping gs when you have an Ivy education or dressing like a lumberjack all the time when you made your money pushing paper around.
Superficially, I wish his hair didnt resemble Blagos so much. Dan Proft is going to make so much money photoshopping them together this cycle.
- The Dude Abides - Tuesday, May 2, 17 @ 1:02 pm:
A very good introductory ad.
- Moby - Tuesday, May 2, 17 @ 1:06 pm:
I like it. He seems caring and reasonable….almost like you could sit down and hash out a budget compromise with him without any hostages being taken.
- 47th Ward - Tuesday, May 2, 17 @ 1:09 pm:
He didn’t need any working man props. No Carhartt, no cheap watch, no old van. I don’t think we’ll see JB wearing any costumes to try to blend in with the rubes either.
- Ducky LaMoore - Tuesday, May 2, 17 @ 1:09 pm:
Well done. If Biss continues his, JB is moderate garbage when Biss himself was an early Hillary supporter, JB is going to gain a vote. Grade A intro.
- Bag The Nematode - Tuesday, May 2, 17 @ 1:10 pm:
It started out well with the banging on a trash can part, but when beebee swung in on a wrecking ball, it kinda lost me. https://youtu.be/9T2d2FRh0BM
- d.p.gumby - Tuesday, May 2, 17 @ 1:16 pm:
Very well done. Substantive–He states the problems. But not bragging–others say how he solved them.
Shows him as just a guy w/ the pix from childhood and pulls that back in w/ the end scene w/ the kids. Plus he comes across as the guy next door.
- Moe Berg - Tuesday, May 2, 17 @ 1:16 pm:
Utterly conventional (political ad-making can be such a lazy racket), but cheerful and positive. Fine for an introduction, but isn’t going to do more than start the process of making him more familiar. Doesn’t inspire or captivate.
Still, good on him for taking a “vulnerability” and demonstrating self-awareness and cheek. Desirable qualities in a person and rarer ones in a politician.
- Dance Band on the Titanic - Tuesday, May 2, 17 @ 1:23 pm:
Solid intro. Highlighting that he helped create 6,000 jobs is a good way to differentiate himself from Rauner.
- A guy - Tuesday, May 2, 17 @ 1:27 pm:
This ad is…..boring. It’s slow, it’s monotone, it’s utterly flat. When you’re talking about kids going to school hungry, you might want to pose in a school where that’s happening.
I can’t for the life of me figure out why no one on this side knows how to concept and execute a video that moves the needle. This one doesn’t.
- Ward Heeler - Tuesday, May 2, 17 @ 1:33 pm:
Not sure that I want Pritzker ought there talking about an “empty stomach.” There is a reason why Taft was our last plus sized candidate. The Reginald Van Gleason look is out.
- Horst Cabal - Tuesday, May 2, 17 @ 1:36 pm:
Did I see Pat Quinn in exactly the same ad? Hold it…haven’t I seen most politicians do exactly the same ad? It’s as sincere as a Chicago Alderman’s smile, as convincing as a Trump’s example of success, and will be as effective as Quinn’s similar ads turned out to be.
- City Zen - Tuesday, May 2, 17 @ 1:39 pm:
Are there any Asian people in JB’s world?
- Rich Miller - Tuesday, May 2, 17 @ 1:41 pm:
===There is a reason why Taft was our last plus sized candidate===
Have you been under a rock since November?
- Sad! - Tuesday, May 2, 17 @ 1:45 pm:
Very bland and vanilla. Key at this point is name ID I suppose.
C-
- Oswego Willy - Tuesday, May 2, 17 @ 1:48 pm:
The goal here is to move the needle on Name ID.
Within that goal, have fun with a pun, smile, cite some things to be highlighted later, and kids.
It checked off all the boxes.
- Seats - Tuesday, May 2, 17 @ 1:49 pm:
On the ballet will he be able to go by “JB”? If not could that hurt him at all if he campaigns behind it the whole time?
- Ward Heeler - Tuesday, May 2, 17 @ 1:49 pm:
Only Chris Christie tips the scales like J.B.
- Fax Machine - Tuesday, May 2, 17 @ 1:55 pm:
Of JB’s motto is “Think Big”, Kennedy’s should be “Family First”
- ILGOV2018 - Tuesday, May 2, 17 @ 2:00 pm:
I agree with OW. This is a pretty good first impression ad. The testimonials and kids are great, I agree if they testimonials were cited even better, but at least here is a man who has built businesses and didn’t vulturize them to make his money.
- City Zen - Tuesday, May 2, 17 @ 2:01 pm:
That block looks like something Sister Penny would bulldoze to build a mansion.
- Mundy - Tuesday, May 2, 17 @ 2:03 pm:
This ad is built for the suburbs. The houses, the message, the whole thing around it screams winning over suburbs. Jb’s message will probably do really well there and I don’t even think that whole Obama thing will hurt him a ton there. Is it bad? yes, will anyone care in 6 weeks? No. Pritzker is doing very well right out of the gate.
- Albany Park Patriot - Tuesday, May 2, 17 @ 2:22 pm:
Thank goodness he doesn’t drop his gs or try to pretend to be anything that he’s not. Not sure if he’s the real deal all the way, but it seems at least like he actually gives a fig about the people seated next to him, which is more than I can say for the billionaire currently in Springfield.
- @misterjayem - Tuesday, May 2, 17 @ 2:39 pm:
This ad’s task isn’t to win the election, it’s to introduce the candidate in a positive light (and seize and re-purpose the portliness non-issue).
It does that just fine.
– MrJM
- Responsa - Tuesday, May 2, 17 @ 2:43 pm:
This is a good, early, optimistic thematic political ad. Big problems are at hand–he’s a big guy–big ideas are needed.
As someone who has no dog in this primary fight I give this one an A.
- A guy - Tuesday, May 2, 17 @ 2:50 pm:
He could get the chubby thing out of the way immediately just having a little fun with himself and make a point.
i.e.
Hi I’m JB Pritzker. Clearly, I haven’t missed any meals. While that’s a funny thing…
No one should miss meals…especially school children who need decent nutrition to focus on learning.
That’s a big reason why I’m running.
In and out in less than :30. And, you’ll remember it.
- Ratso Rizzo - Tuesday, May 2, 17 @ 2:57 pm:
I know JB is supposedly a regular guy but I really wish he wore an ascot. The open neck shirt doesn’t look good on him. Plus, isn’t it time we had an ascot-wearing governor?
- 47th Ward - Tuesday, May 2, 17 @ 3:01 pm:
It’s been done A guy.
“Well, my name’s Dewey Oxburger. My friends call me Ox. I don’t know if you’ve noticed, but I got a slight weight problem. My doctor says I’ve been swallowing a lot of aggression, along with a lot of pizzas.”
Nobody can top that intro.
- Oswego Willy - Tuesday, May 2, 17 @ 3:03 pm:
Everyone loved Dewey Oxberger, he made Tiger Beat for Pete’s Sake…
- A guy - Tuesday, May 2, 17 @ 3:07 pm:
47, for everyone who doesn’t remember Dewey Oxburger…this will be new.
I’m guessing ole Dewey’s popularity is right up there with yours. i.e. There’s a lot of opportunity here. lol
- Arsenal - Tuesday, May 2, 17 @ 3:16 pm:
==This ad’s task isn’t to win the election, it’s to introduce the candidate in a positive light (and seize and re-purpose the portliness non-issue).==
That’s the thing about candidates with operating budgets like Pritzker’s- not every ad has to be a game changer. You can afford to do a table-setter.
- Southwest Burbs - Tuesday, May 2, 17 @ 3:18 pm:
I feel like there was another businessman, not a politician, who started running ads during the summer before the primary about four years ago.. And I thought JB was trying to distance himself as the Rauner of the Democratic Party?
- Grandson of Man - Tuesday, May 2, 17 @ 3:20 pm:
Nice positive intro add, talking about actual jobs created and helping children. B+
- Anonymous - Tuesday, May 2, 17 @ 3:44 pm:
Comparing the personality of Rauner vs. JB, no match. Rauner has been a fake, phony, poser from day one. Pritzker appears to be genuine, and capable of laughing without a notecard to tell him a laugh plays well with rubes.
- OneMan - Tuesday, May 2, 17 @ 3:51 pm:
Not a bad ad at all. B+
- ZC - Tuesday, May 2, 17 @ 3:55 pm:
Pretty sure - don’t have em anymore, wish now I’d kept em - JB ran a direct mail piece when he ran for IL House #9 against Schakowksy back in 1998, running on a gun control platform and stating, “I’m a big target for the NRA.”
- NotForSale - Tuesday, May 2, 17 @ 4:04 pm:
This ad doesn’t do a great job of answering the question, “Who is JB Pritzker?”
- Veil of Ignorance - Tuesday, May 2, 17 @ 4:10 pm:
Nice ad, testimonials were a little rigid and I wonder if Rauner will try to get voters to wonder if supporters in JB ads all somehow benefited from his money. I would say I didn’t think I saw any Latinos or Asians in his ad…this is a Dem primary isn’t? BTW - I’m not sure why Biss gets called out for calling JB a moderate…the quote from Bloomberg is questionable for a Dem. Unless you agree that President Obama was just mediocre.
- 37B - Tuesday, May 2, 17 @ 4:40 pm:
I suppose we’ll have to wait and see but it looks like Pritzker is the type of guy who laughs when something is actually humorous while Rauner is the type of guy who…Aw hell.
- Here we go again - Tuesday, May 2, 17 @ 5:20 pm:
To the comment above, JB has been doing a lot of outreach in the latino community. Im sure there will be an ad soon.
To the post/video - solid. Light hearted, issues that moderates (especially women), normally care about.
- wordslinger - Tuesday, May 2, 17 @ 6:11 pm:
===There is a reason why Taft was our last plus sized candidate===
LOL, there’s a reason the dude wears a tie down to his knees. Covers the old bought-and-paid-for.
Nice friendly intro ad, on jobs and kids.
–I can’t for the life of me figure out why no one on this side knows how to concept and execute a video that moves the needle. This one doesn’t.–
You get excited about that soundstage workshop and all that fancy duct-tape action, do you?
You think Rauner needed a stunt man for the duct tape? It’s absolutely thrilling TV.
- Anonymous - Tuesday, May 2, 17 @ 9:25 pm:
My name is duct tape and I have a goofy fake pretend boyish grin on my old wrinkled face. Vote for me
- Love JB - Tuesday, May 2, 17 @ 9:32 pm:
Great Ad. He comes across very.
- walker - Tuesday, May 2, 17 @ 11:08 pm:
Jes’ fine. Jes’ fine.
Good intro. Already got more targeted ones in the can.
- burbanite - Wednesday, May 3, 17 @ 7:32 am:
I like it
- Anonymous - Wednesday, May 3, 17 @ 8:07 am:
Why is Jan Schakowsky snickering J.B.?
- Rabid - Wednesday, May 3, 17 @ 8:37 am:
Bigly