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Rate the new Think Big ads

Wednesday, Apr 10, 2019

* Press release…

Today, Think Big Illinois released two new ads highlighting the need for a fair tax. The 15 second ads will be running in media markets across the state as part of Think Big Illinois’ latest efforts to ensure voters have the chance to decide whether they want a tax system that works for everyone, not just the wealthy few.

The first ad, “How Unfair,” explains how the current tax system disproportionately places the burden on our middle-class families, who on average are forced to pay nearly 13% of their income for state and local taxes. In contrast, the top 1% of Illinoisans only have to pay around 7% of their income for state and local taxes.

The second ad, “Affect You,” highlights how Governor Pritzker’s fair tax will impact Illinoisans, including that 97% of Illinoisans will not see a state income tax increase, with only those making above $250,000 paying more. A fair tax will also help address the $3.2 billion budget crisis we’re currently facing and bring in much-needed revenue to fund critical programs, including our schools.

Unlike the group’s first TV ad, neither of these ads feature Gov. Pritzker.

* “How Unfair”

Script…

How unfair is Illinois’ tax system?
If you’re a middle-class family, you’re forced to pay around 13% of your income in taxes.
But the top 1%, they pay only about half as much.
It’s time for change.
Let’s make our tax system fair in Illinois.

* “Affect You”

Script…

How will a fair tax affect you?
For 97% of Illinoisans, it would mean no income tax increase.
Only people making above $250,000 would pay more.
It’s time for change.
Let’s make our tax system fair in Illinois.

* The buy…

Think Big Illinois added 4/11-4/15
Chicago, Champaign, Peoria, and Rockford broadcast and cable
Total New Spending: $405,445

1,000 GRPs in Chicago. 380 GRPs in Champaign/Spi. 176 GRPs in Peoria. 132 GRPs in Rockford

- Posted by Rich Miller        

16 Comments
  1. - PublicServant - Wednesday, Apr 10, 19 @ 2:03 pm:

    Can’t get more simple and straightforward then that.


  2. - Shytown - Wednesday, Apr 10, 19 @ 2:07 pm:

    Pretty straight and factual. Less is always more. I give it an A.


  3. - Grand Avenue - Wednesday, Apr 10, 19 @ 2:12 pm:

    At some point, they will need to say why we need to increase taxes. The case is two-fold: 1) We need more revenue 2) Those who can afford it should be the ones we are getting revenue from.


  4. - Ed Higher - Wednesday, Apr 10, 19 @ 2:12 pm:

    Short and punchy, but I can see why people would ask, “It’s a flat tax. Why would some people owe a different percentage?”


  5. - Streator Curmudgeon - Wednesday, Apr 10, 19 @ 2:14 pm:

    Simple, clear, short, easy to understand. A

    Although the 1% won’t like it, hence neither will Republicans.


  6. - Grandson of Man - Wednesday, Apr 10, 19 @ 2:35 pm:

    I like them both, especially the first one, talking about middle class families having a much higher tax burden than the phony screamers. Short and simple. They get an A.


  7. - wordslinger - Wednesday, Apr 10, 19 @ 2:47 pm:

    Short and simple can’t miss.


  8. - Lincoln Lawyer - Wednesday, Apr 10, 19 @ 2:55 pm:

    I give it a D- and a C-.

    Pointing out how government has been sticking it to the little guy forever is no way to convince folks that govt is not gonna stick it to the little guy this time.

    If you are defending, you are losing, and these ads are defensive.

    This campaign needs to find an inspirational message.


  9. - Randy Fritz - Wednesday, Apr 10, 19 @ 3:00 pm:

    The second ad needs to note that the higher percentage on incomes above a quarter-million applies ONLY to the money earned above that amount, not that earned below.


  10. - City Zen - Wednesday, Apr 10, 19 @ 3:16 pm:

    The first ad just reminds people how high their taxes are. That’s not changing.

    Second ad is better.


  11. - Annonin' - Wednesday, Apr 10, 19 @ 5:21 pm:

    much better than the limp rants from “Spanky” Baise as he tries to protect Rauner Rates. Trapped like Durkie in a terrible place. Notice Brady does not seem to be in same trap


  12. - Responsa - Wednesday, Apr 10, 19 @ 6:37 pm:

    The mental idea of a “Fair Tax” plays out in kind of a similar punny way that the old jokes about “army intelligence” do to me. I guess if you already think the marketing blitz name “Fair Tax” is brilliant and persuasive then you love these two commercials. If you think the Fair Tax name is hokey and sophomoric and a little dishonest then you don’t particularly like these commercials. I’m not so sure the disparity in how they might be viewed is all based on party line or income level either.


  13. - Anonymous - Friday, Apr 12, 19 @ 2:54 pm:

    The how unfair ad is deceptive and basically a lie. If you complete the math, which maybe these people can not, you would see that the top 1% is paying at least 3 times as much. Balance the effing budget you lazy bums.


  14. - Gem city - Friday, Apr 12, 19 @ 2:54 pm:

    Both ads misleading. Sideshow for action that is really necessary. Pension reform and smaller Gov. with drastically reduced spending.
    The other issue is we currently have a flat tax that increased from 3.75% to 4.95% in 2017. Just stay out of my pocket book.


  15. - wordslinger - Friday, Apr 12, 19 @ 3:05 pm:

    –Pension reform –

    What is that constitutionally sound plan and how much will it save annually? Be specific.


  16. - Bill M - Monday, Apr 22, 19 @ 5:33 pm:

    How much money is being pumped into these commercials? Pleased put that money towards the unfair pensions and government waste before you attempt to squeeze more money from residents to pay for bloat.


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