Today, Think Big Illinois released its first television ad advocating for Governor Pritzker’s fair tax plan. The ad details the $3.2 billion deficit the previous administration’s brand of irresponsible governance and mismanagement left the state in, and how Governor Pritzker’s fair tax plan will put Illinois back on track.
Under Governor Pritzker’s fair tax plan, 97% of Illinoisans will see no state income tax increase, with only those making above $250,000 paying more. A fair tax will bring in $3.4 billion in much-needed revenue each year, which will help solve Illinois’ budget crisis and fund critical programs, including our schools.
“Governor Pritzker’s fair tax plan will bring much-needed revenue into the state, while lifting the burden off middle and working-class families who are disproportionately hurt by our current tax system,” said Quentin Fulks, Executive Director for Think Big Illinois. “Think Big Illinois is committed to standing alongside our working families as we fight to implement a tax structure that works for all Illinoisans.”
* I talked about the ad with subscribers earlier this morning, so I’ll just let that be and monitor your own reaction…
And after years of ignoring it, we can’t keep doing more of the same.
Under Governor Pritzker’s fair tax, 97% of Illinoisans will not see an income tax increase.
Only those making above $250,000 a year would pay more.
The governor’s fair tax puts the middle class first, while making the wealthy pay their fair share.
Let’s do what’s right for Illinois’ future.
*** UPDATE *** ILGOP…
“It’s been two short weeks since J.B. Pritzker unveiled his jobs tax, and he has already broken his promise to middle class families. Pritzker called his plan ‘tax relief’ for the middle class, but now he says it’s ‘not…an income tax increase.’ Tomorrow it will be a tax hike on all Illinoisans.
“Pritzker’s change in rhetoric is further proof that his jobs tax proposal is nothing more than a blank check for Pritzker and Madigan to raise taxes on anyone, at any time, for any reason. J.B. Pritzker and Mike Madigan cannot be trusted with a blank check to spend more of your hard-earned taxpayer dollars.” - Illinois Republican Party Spokesman Aaron DeGroot
“will not see an income tax increase” is such an odd way to phrase what the plan does. It seems like that is actually the least popular way of phrasing it.
Using the phrase “will not seen an increase” instead of “will see a cut” gives a slight bit of wiggle room. If the CA is put in place, they could keep the 97% at 4.95% and keep the promise of “will not see an increase.” That prospect doesn’t generate very much excitement from me, one of the 97%. No extra motivation to go to the polls and vote in approval for the CA.
Agree with the others, if the plan calls for tax cuts then campaign on that, no matter how small they might be. Other than that it was short and happy/positive, so I think it’s a pretty good ad.
And after years of ignoring it, we can’t keep doing more of the same.
And yet they want to underfund almost 900 million dollars a year for the next 8 years in pension payment and won’t offer any reforms.
How is that “doing what’s right for Illinois future”
They won’t even listen to their own ads
- Last Bull Moose - Thursday, Mar 21, 19 @ 10:07 am:
I favor underselling the tax cuts. JB is playing a long game. He will have to ask for a broad tax increase at some point. He will need credibility then.
- Grandson of Man - Thursday, Mar 21, 19 @ 10:19 am:
0And yet they want to underfund almost 900 million dollars a year for the next 8 years in pension payment and won’t offer any reforms.”
Reforms? The half-century was “reforms,” with the rich being taxed at the same state income tax rates as everyone else. We overwhelmingly rejected Raunerism, the IPI and and the entire anti-tax, anti-union crowd in 2018.
It’s past time for us to right-size the tax code, so that the rich pay more than everyone else.
Republicans are not change people, so of course they oppose tax fairness.
Why should the rest of us have to keep carrying the state’s financial burden for the rich and privileged?
Actually a broad tax increase is needed right now assuming no spending cuts and the pension requirements. So why can’t J Bob just be honest about that and do what has to be done to fix the larger problem?
Surprisingly weak ad. JB has already been elected. Visual pablum like this that “it’s really not going to affect you so don’t worry” will tend to lull and disinterest voters– not engage them. Now, ads touting a graduated tax structure need to be more specific about a call to action in terms of what all it will take to get it done, which is more than a wave of the executive hand.
The reason they don’t say 97% will see a cut is because they won’t. That’s such low hanging fruit. It’s either not happening. Or the last administration is writing the ads. My hope is bad messaging. Or, they did the math and realize this does nothing substantial without serious cuts and taxing higher.
–Oh, OK then I guess I didn’t realize state legislators spend that much time huddled around their TVs watching political ads for insight.–
Who else but legislators would the spots be aimed at now? You understand the process, correct? First a successful GA vote and then a November 2020 public vote.
Why would you run spots for the general public 19 months out?
===“Pritzker’s change in rhetoric is further proof that his jobs tax proposal is nothing more than a blank check for Pritzker and Madigan to raise taxes on anyone, at any time, for any reason. J.B. Pritzker and Mike Madigan cannot be trusted with a blank check to spend more of your hard-earned taxpayer dollars.” - Illinois Republican Party Spokesman Aaron DeGroot===
Mr. DeGroot,
How can it be a blank check if it *first* must pass the GA and be voter approved?
I get it, the Dems have all the statewides, went from 71 to 74 HDems thanks to Rauner’s inept governing… but if you can’t understand process too… yikes.
I don’t understand how that can be written and released abd it be seen at all thoughtful or honest to process.
Can we stop adding “Jobs” as an adjective to EVERYTHING? Both parties do it, and it’s this awful word vomit when it comes to describing things that have nothing to do with actual “Jobs.”
“Hey, tack on Jobs to garner/diminish support for this thing. It totally works every time.”
Ugh. Press flacks, you’re supposed to be wordsmiths. Do better.
I’m laughing at the GOP response. Talk about concrete thinkers. You have to be pretty dim to think JB has walked back his cuts in two weeks, and that THIS is how he announces it. Meaning he just chose to phrase it differently here.
It’s a PR mistake on his part, but it’s absurd to actually make an argument that it means the plan has changed. Please stop insulting me, GOP.
I’m in the 3% who will get screwed. My state taxes will jump from $38,000 to $53,000. Kind of a big jump, don’t you think? So basically, that is less money to fund my retirement so I can fund the pensions for all the state workers? Couple this with the federal limit on SALT deductions and it’s even more painful. I’m going to fight this, and if I lose I’ll probably move out of Illinois.
- northernwatersports - Thursday, Mar 21, 19 @ 2:17 pm:
I give it B on the ability of the ad to move the needle (even if its real target is just GA members). The reason is simple…
IMHO, America is finally awaking with buyers remorse…voting into office, those who use vocabulary jujitsu (mislead, confuse, lie)to soft peddle a hard swallow. Voters now are seeking (rightly) candidates and solutions with an unvarnished truth. JB’s message is respectful to the viewer, factually accurate, rhetorically truthful, without being patronizing.
++ 97% of Illinoisans will not see an income tax increase…++ Based on the JB plan, this is willfully truthful and without rhetoric. It’s does not intentionally mislead (lie to) the audience into believing they can ‘persuade’ voters that they actually will get a tax CUT. In a general election, and statewide CA vote at stake, there will be more voters, and more informed voters making these choices. Voters aren’t dumb.
The message today (to GA members to get the CA on the ballot) is this….We won’t RAISE taxes on 97%…but we’re not cutting taxes either.
The message tomorrow (CA statewide voters in 2020) is we are paying our bills, fixing our State, roads/bridges/schools, and raising taxes on the RICH, and NOT on the middle class. That message motivates me to vote Yes on the CA question in 2020.
LOL, How many of those earning 250K are going to move out of the state if he does it? Those losses will have to be covered by the other 97% so their taxes WILL go up. Yes, my family will be moving. Given the high real estate taxes (quadrupled even thought the house value has remained static) are reason enough for us to cross the border. Just not sure which border yet.
If you allow the dems to change the constitution to allow a progressive tax it will be used on the working class for sure Dems on.y solution is to tax us more. Remember the dems got us into this debt Say agian with me The Democrats got us into this mess and now they want us to trust them to fix it NOT
Hey liberals How do you feel about the gax tax doubling and license fees going up over 50 percent? That is really helping the little guy right? NOT Why anyone trusts a word a democrat says is beyond me They always raise your taxes Always
- Evanstonian - Thursday, Mar 21, 19 @ 9:23 am:
“will not see an income tax increase” is such an odd way to phrase what the plan does. It seems like that is actually the least popular way of phrasing it.
- Anonymous - Thursday, Mar 21, 19 @ 9:27 am:
Using the phrase “will not seen an increase” instead of “will see a cut” gives a slight bit of wiggle room. If the CA is put in place, they could keep the 97% at 4.95% and keep the promise of “will not see an increase.” That prospect doesn’t generate very much excitement from me, one of the 97%. No extra motivation to go to the polls and vote in approval for the CA.
- wordslinger - Thursday, Mar 21, 19 @ 9:29 am:
Redo. You need to say “97% will see a tax cut.”
- Grandson of Man - Thursday, Mar 21, 19 @ 9:35 am:
Not sure why they decided to omit the tax cuts, but it needs to be in there. The ad is good except for that.
- Louis G Atsaves - Thursday, Mar 21, 19 @ 9:38 am:
So no more tax cuts for the so-called 97%? Just a promise of no tax increase? When did that change happen?
What new changes will the 97% face next week?
- Anonymous - Thursday, Mar 21, 19 @ 9:41 am:
Not bad.
- Perrid - Thursday, Mar 21, 19 @ 9:45 am:
Agree with the others, if the plan calls for tax cuts then campaign on that, no matter how small they might be. Other than that it was short and happy/positive, so I think it’s a pretty good ad.
- Lucky Pierre - Thursday, Mar 21, 19 @ 9:45 am:
There’s a $3.2 billion hole in Springfield.
And after years of ignoring it, we can’t keep doing more of the same.
And yet they want to underfund almost 900 million dollars a year for the next 8 years in pension payment and won’t offer any reforms.
How is that “doing what’s right for Illinois future”
They won’t even listen to their own ads
- Last Bull Moose - Thursday, Mar 21, 19 @ 10:07 am:
I favor underselling the tax cuts. JB is playing a long game. He will have to ask for a broad tax increase at some point. He will need credibility then.
- Grandson of Man - Thursday, Mar 21, 19 @ 10:19 am:
0And yet they want to underfund almost 900 million dollars a year for the next 8 years in pension payment and won’t offer any reforms.”
Reforms? The half-century was “reforms,” with the rich being taxed at the same state income tax rates as everyone else. We overwhelmingly rejected Raunerism, the IPI and and the entire anti-tax, anti-union crowd in 2018.
It’s past time for us to right-size the tax code, so that the rich pay more than everyone else.
Republicans are not change people, so of course they oppose tax fairness.
Why should the rest of us have to keep carrying the state’s financial burden for the rich and privileged?
- Captain Obvious - Thursday, Mar 21, 19 @ 10:20 am:
Actually a broad tax increase is needed right now assuming no spending cuts and the pension requirements. So why can’t J Bob just be honest about that and do what has to be done to fix the larger problem?
- Responsa - Thursday, Mar 21, 19 @ 10:21 am:
Surprisingly weak ad. JB has already been elected. Visual pablum like this that “it’s really not going to affect you so don’t worry” will tend to lull and disinterest voters– not engage them. Now, ads touting a graduated tax structure need to be more specific about a call to action in terms of what all it will take to get it done, which is more than a wave of the executive hand.
- Anonymous - Thursday, Mar 21, 19 @ 10:22 am:
Wow, this was a lot weaker than I expected. I’m calling it now…they will actually somehow blow this.
- Rich Miller - Thursday, Mar 21, 19 @ 10:24 am:
===will tend to lull and disinterest voters– not engage them===
lol
This is aimed at legislators. Lulling their voters would be a fantastic outcome. They don’t have to fire people up until a year and a half from now.
- Responsa - Thursday, Mar 21, 19 @ 10:32 am:
==This is aimed at legislators.==
Oh, OK then I guess I didn’t realize state legislators spend that much time huddled around their TVs watching political ads for insight.
- Oswego Willy - Thursday, Mar 21, 19 @ 10:36 am:
===Under Governor Pritzker’s fair tax, 97% of Illinoisans will not see an income tax increase.
Only those making above $250,000 a year would pay more.===
That’s the crux.
The rest is arguing for the 3%ers.
It’s a B+… Simple and solid tons message. Let the others argue the 3% need a break.
- Annonin' - Thursday, Mar 21, 19 @ 10:54 am:
Taxpayer and legislators know that promising a cut has little credibility while suggesting there will not be a hike is generally believed
- Ben Folds 5 - Thursday, Mar 21, 19 @ 11:01 am:
The reason they don’t say 97% will see a cut is because they won’t. That’s such low hanging fruit. It’s either not happening. Or the last administration is writing the ads. My hope is bad messaging. Or, they did the math and realize this does nothing substantial without serious cuts and taxing higher.
- wordslinger - Thursday, Mar 21, 19 @ 11:16 am:
–Oh, OK then I guess I didn’t realize state legislators spend that much time huddled around their TVs watching political ads for insight.–
Who else but legislators would the spots be aimed at now? You understand the process, correct? First a successful GA vote and then a November 2020 public vote.
Why would you run spots for the general public 19 months out?
- Oswego Willy - Thursday, Mar 21, 19 @ 11:36 am:
===“Pritzker’s change in rhetoric is further proof that his jobs tax proposal is nothing more than a blank check for Pritzker and Madigan to raise taxes on anyone, at any time, for any reason. J.B. Pritzker and Mike Madigan cannot be trusted with a blank check to spend more of your hard-earned taxpayer dollars.” - Illinois Republican Party Spokesman Aaron DeGroot===
Mr. DeGroot,
How can it be a blank check if it *first* must pass the GA and be voter approved?
I get it, the Dems have all the statewides, went from 71 to 74 HDems thanks to Rauner’s inept governing… but if you can’t understand process too… yikes.
I don’t understand how that can be written and released abd it be seen at all thoughtful or honest to process.
- Rich Miller - Thursday, Mar 21, 19 @ 11:38 am:
===didn’t realize state legislators spend that much time huddled around their TVs===
You’re denser than I thought. This is to give them some cover, not designed for them to watch.
- ChrisB - Thursday, Mar 21, 19 @ 11:46 am:
Can we stop adding “Jobs” as an adjective to EVERYTHING? Both parties do it, and it’s this awful word vomit when it comes to describing things that have nothing to do with actual “Jobs.”
“Hey, tack on Jobs to garner/diminish support for this thing. It totally works every time.”
Ugh. Press flacks, you’re supposed to be wordsmiths. Do better.
- Shytown - Thursday, Mar 21, 19 @ 11:55 am:
The ad is solid and the GOP response is tired, old and out of touch.
- Perrid - Thursday, Mar 21, 19 @ 12:05 pm:
I’m laughing at the GOP response. Talk about concrete thinkers. You have to be pretty dim to think JB has walked back his cuts in two weeks, and that THIS is how he announces it. Meaning he just chose to phrase it differently here.
It’s a PR mistake on his part, but it’s absurd to actually make an argument that it means the plan has changed. Please stop insulting me, GOP.
- Anonymous - Thursday, Mar 21, 19 @ 1:43 pm:
this guy is just going to get us into more problems
- David - Thursday, Mar 21, 19 @ 1:45 pm:
I’m in the 3% who will get screwed. My state taxes will jump from $38,000 to $53,000. Kind of a big jump, don’t you think? So basically, that is less money to fund my retirement so I can fund the pensions for all the state workers? Couple this with the federal limit on SALT deductions and it’s even more painful. I’m going to fight this, and if I lose I’ll probably move out of Illinois.
- Rich Miller - Thursday, Mar 21, 19 @ 1:54 pm:
=== My state taxes will jump from $38,000 to $53,000===
That means you make more than $760K. And people in your bracket’s income rose an average of 7 percent a year, while those under $100K saw 0-1 percent income growth. https://capitolfax.com/2019/03/21/taxsplaining-does-the-governors-revenue-forecast-add-up/
Face it, you’re not poor.
- northernwatersports - Thursday, Mar 21, 19 @ 2:17 pm:
I give it B on the ability of the ad to move the needle (even if its real target is just GA members). The reason is simple…
IMHO, America is finally awaking with buyers remorse…voting into office, those who use vocabulary jujitsu (mislead, confuse, lie)to soft peddle a hard swallow. Voters now are seeking (rightly) candidates and solutions with an unvarnished truth. JB’s message is respectful to the viewer, factually accurate, rhetorically truthful, without being patronizing.
++ 97% of Illinoisans will not see an income tax increase…++ Based on the JB plan, this is willfully truthful and without rhetoric. It’s does not intentionally mislead (lie to) the audience into believing they can ‘persuade’ voters that they actually will get a tax CUT. In a general election, and statewide CA vote at stake, there will be more voters, and more informed voters making these choices. Voters aren’t dumb.
The message today (to GA members to get the CA on the ballot) is this….We won’t RAISE taxes on 97%…but we’re not cutting taxes either.
The message tomorrow (CA statewide voters in 2020) is we are paying our bills, fixing our State, roads/bridges/schools, and raising taxes on the RICH, and NOT on the middle class. That message motivates me to vote Yes on the CA question in 2020.
- Demoralized - Thursday, Mar 21, 19 @ 2:40 pm:
==My state taxes will jump from $38,000 to $53,000==
Wow, you seem to be down on your luck. That poor house must be awful.
==and if I lose I’ll probably move out of Illinois==
The old “I’m going to take my ball and go home” approach. Just one word for you - bye.
- wordslinger - Thursday, Mar 21, 19 @ 7:10 pm:
=== My state taxes will jump from $38,000 to $53,000===
Bragger.
- Rabid - Thursday, Mar 21, 19 @ 10:03 pm:
Aaron the only thing you have to say about your party’s succession from Illinois is madigan madigan
- Anonymous - Tuesday, Mar 26, 19 @ 11:17 pm:
LOL, How many of those earning 250K are going to move out of the state if he does it? Those losses will have to be covered by the other 97% so their taxes WILL go up. Yes, my family will be moving. Given the high real estate taxes (quadrupled even thought the house value has remained static) are reason enough for us to cross the border. Just not sure which border yet.
- Cynical - Wednesday, Mar 27, 19 @ 6:28 pm:
Who the heck is “Think Big Illinois” other than the Dems who want to tax everything.
- mike - Thursday, Mar 28, 19 @ 3:38 pm:
If you allow the dems to change the constitution to allow a progressive tax it will be used on the working class for sure Dems on.y solution is to tax us more. Remember the dems got us into this debt Say agian with me The Democrats got us into this mess and now they want us to trust them to fix it NOT
- MIke - Thursday, Mar 28, 19 @ 3:39 pm:
Hey liberals How do you feel about the gax tax doubling and license fees going up over 50 percent? That is really helping the little guy right? NOT Why anyone trusts a word a democrat says is beyond me They always raise your taxes Always