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Rate This Bloomberg Superbowl Ad

Friday, Jan 31, 2020 - Posted by Advertising Department

[The following is a paid advertisement.]

Hey Cap Faxers - this week, Mike Bloomberg dropped his Superbowl ad - “George” - featuring Calandria Simpson Kemp who’s son George was shot and killed.

You know what to do. Rate this ad.

Every day, 100 Americans are killed with a gun - a national crisis that Mike is no stranger to fighting. Mike’s proven he has the mettle to stand up to the NRA in New York and around the country and will continue to invest on bringing this crisis to an end.

We know the big game is in the ad buy. While some are betting on the Chiefs, Mike Bloomberg made a $10 million bet to beat Donald Trump.

Trump is running scared, copying Mike at every turn and tweeting his insecurities late at night. Mike is focused on taking on the big issues and making real plans to get things done.


  1. - Rich Miller - Friday, Jan 31, 20 @ 11:12 am:

    Advertisers only rarely decide to open comments on their posts. As in the past, normal commenting rules apply. Advertisers don’t get to choose what comments are moderated. I make these decisions. So, treat this like you would any other post and I will too. Thanks.

  2. - Not Again - Friday, Jan 31, 20 @ 11:15 am:

    Snoozer of an ad. Smart place to post it however.

  3. - Blue Dog Dem - Friday, Jan 31, 20 @ 11:18 am:

    Rated C-. Southern Illinois is 2nd amendment country and I am the NRA.

  4. - Bloomberg Fan - Friday, Jan 31, 20 @ 11:19 am:

    Big fan of Bloomberg. Scale the Pritzker 2018 campaign to a national size, and Democrats win. Nominate someone who wants to persuade Wisconsin that “socialism“ is good, and Democrats lose.

    That said, I wish more of Bloomberg’s ads made fun of Trump. Ridicule him. Hire comedians, even. Call him weak and a failure like Pritzker called Rauner a failure in every sentence.

    This is the Super Bowl, not Sundance, and Donald Trump is president. Ridicule works.

  5. - SpfdNewb - Friday, Jan 31, 20 @ 11:21 am:

    I see we are now a focus group, having said that:

    Pulls at the heartstrings, check.

    Consistent message, check.

    However, I feel that Mayor Mike is missing something that makes him stand out against other candidates. Maybe include the blurb below the video IN the video? It couldn’t hurt.

  6. - Ok - Friday, Jan 31, 20 @ 11:22 am:

    Needs more cowbell

  7. - SpfdNewb - Friday, Jan 31, 20 @ 11:22 am:

    Sorry, forgot the grade. Gentleman’s B, but could be downgraded easily.

  8. - Really - Friday, Jan 31, 20 @ 11:23 am:

    Gun laws don’t take guns from criminals. My choice between the Billionaire’s is Trump

  9. - 47th Ward - Friday, Jan 31, 20 @ 11:23 am:

    I like Mike, but he’s not a Democrat, so he’s not my first choice. OTOH, if he wins the nomination, I’ll have zero hesitation voting for him.

    I kind of think this is about to be the most expensive vanity campaign in history and wonder how much could be accomplished if that money was spent creating a centrist political force.

    I guess we’ll never know.

  10. - Truth Teller - Friday, Jan 31, 20 @ 11:23 am:

    Cities with the strictest gun laws still have the highest gun crime rates. This is a people problem! When someone wants to hurt someone else, if not a gun - a knife, a club, a fist, a word. All can be lethal. Ad is typical propaganda. Won’t impact people who understand the real issue.

  11. - Really? - Friday, Jan 31, 20 @ 11:24 am:

    “Snoozer of an ad and Rated C-” really?…..maybe you should move to a real city with your children where what is portrayed in this ad is a daily occurrence. I’m sure your view will be very different to the lack of empathy you currently have.

  12. - walker - Friday, Jan 31, 20 @ 11:24 am:

    Not sure I’d take the opportunity with such a big audience, to focus on a single divisive issue. Better to go after Trump’s weaknesses and failures in general.

  13. - Blue Dog Dem - Friday, Jan 31, 20 @ 11:26 am:

    Sorry Bloomberg.

  14. - Excitable Boy - Friday, Jan 31, 20 @ 11:27 am:

    I sure hope Tom Bowen got a big bonus for this dumb idea.

  15. - Truthteller - Friday, Jan 31, 20 @ 11:27 am:

    Bloomberg is in the race to block Sanders whose strong suit, authenticity and consistency, doesn’t extend to guns.
    While not a direct hit on Sanders, it may be the opening salvo to resurrect discussion of Bernie’s gun record which was an issue in 2016, but not in this cycle.

  16. - anon - Friday, Jan 31, 20 @ 11:30 am:

    D: “Mike will get it done.” Left unsaid is what “it” is, aside from “taking on the gun lobby.” So, he tackles a hot button issue with no substance. Meh.

  17. - Norseman - Friday, Jan 31, 20 @ 11:32 am:

    Walker +1

  18. - Oswego Willy - Friday, Jan 31, 20 @ 11:32 am:

    It’s a “gentleman’s C“

    Single issue ads can be quite effective, they rally a base, they become a call to work and help a candidate.

    This is the Super Bowl.

    You go after POTUS, you make it personal, you make noise that you’re here, and holding back no punches.

    I know money is no object, but the object of the exercise is to be the answer to POTUS, the one that can beat this President.

    This is an ad you run in big media markets days before, like, Super Tuesday, not Super Bowl Sunday.

    Very good ad, poor choice in placement of the Super Bowl.

    “Gentleman’s C”

  19. - Grandson of Man - Friday, Jan 31, 20 @ 11:33 am:

    A very powerful ad, so an A because of the content.

    Gun reform should be seen legally in the context of the Heller SCOTUS decision, by a conservative court, that affirms gun rights and also states guns can be regulated. We should sit together and do common sense gun reform (but we’re so divided). Many support gun reform policies.

  20. - Rich Miller - Friday, Jan 31, 20 @ 11:35 am:

    Some of y’all are failing to remember that the dude is running in a Democratic primary. If you’re not a Democratic primary voter, this isn’t about you. Rate the ad for how it will impact the targeted audience, not you.

  21. - 47th Ward - Friday, Jan 31, 20 @ 11:35 am:

    Superbowl ads are supposed to be clever and memorable. I think this will get lost in the clutter of ads for Doritos, Geico, Pepsi, Bud Light, etc. For $3-4 million, Bloomberg could back candidates for statehouse in one or two key capitols to really make a difference on gun control.

    I think the ad is fine, but I think airing it on the Superbowl is a really expensive bad idea.

  22. - Chicagonk - Friday, Jan 31, 20 @ 11:43 am:

    Probably voting for Biden in the primary. Bloomberg suffers from the New York bubble syndrome where people that are famous in New York think that the rest of the country knows who they are.

  23. - Name/Nickname - May soon be required - Friday, Jan 31, 20 @ 11:44 am:

    Doesn’t move the needle. He doesn’t even appear anywhere in the ad, but the approval? For a guy not even participating in the debates, he needs to put himself out there more.

  24. - Montrose - Friday, Jan 31, 20 @ 11:50 am:

    What makes the ad memorable is that he is running it during the super bowl. It’s basically him saying the an exclamation point “I have money and I’m going to spend it.”

    In a smaller way, the same goes for advertising on CapFax. Has a presidential nominee done that before? Particularly with the plan of running an ad every day until the primary?

    To the ad itself. I think it is fine. I would give it a C. It gets at an issue that democrats care about, but does it in a very traditional, conventional way. As I said, it is not going to stick out in anyone’s memory.

  25. - Rich Miller - Friday, Jan 31, 20 @ 11:53 am:

    ===Has a presidential nominee done that before? ===

    No candidate at any level has done this before. For the most part, people here have usually made up their own minds on campaigns. The presidential race this year is different, however. And Illinois could be in play. So, yeah, I think it was probably a smart idea for the campaign to advertise on a site with so many political-influencer visitors.

  26. - Anonymous - Friday, Jan 31, 20 @ 11:55 am:

    I’m a Democrat and the ad does a fine job reinforcing my beliefs. But it won’t switch my primary vote from Biden. What would? Evidence that he could make Trump look cowardly, weak and foolish which I think is the only way to beat him.

  27. - Excitable Boy - Friday, Jan 31, 20 @ 11:56 am:

    - No candidate at any level has done this before -

    Rauner did.

  28. - West Side the Best Side - Friday, Jan 31, 20 @ 12:01 pm:

    If the ad is to differentiate him from other Democratic candidates it really doesn’t work. How is he any different? If the ad is to get under Trump’s skin because he’s doing an ad as well, it doesn’t work on that level either. Some of the other ads he has run would seem more efficient for that. (Although I can’t give a specific ad, too many and my brain just turns them off.)

  29. - Amalia - Friday, Jan 31, 20 @ 12:05 pm:

    I’m giving it an A. It plays to the time slot (football), it is filled with compassion, appeals to women, shows he appeals to black women (we’re always hearing about that in the Democratic party), and it tells the story that Mike has been working affirmatively on issue for years (about 15 years that I know of) which is big not just in the Democratic party, but by the numbers a huge chunk of the U.S. voting population. It ticks almost any box I can think of for a Democratic voter.

  30. - Ron Burgundy - Friday, Jan 31, 20 @ 12:05 pm:

    -Rauner did.-

    It didn’t air nationally.

    To the post, I give it a C on substance but doubt it’s effectiveness. During the Super Bowl people seem to want to see funny or emotional ads. I align with Bloomberg on some things but won’t be voting for him because I feel a suitable candidate was already in the race and consider his late entry unnecessary. Also he has a tendency toward Nanny State-ism that rubs me the wrong way.

  31. - May soon be required - Friday, Jan 31, 20 @ 12:06 pm:

    ==So, yeah, I think it was probably a smart idea for the campaign to advertise on a site with so many political-influencer visitors.==

    And you recommend all candidates do so :)

  32. - pool boy - Friday, Jan 31, 20 @ 12:07 pm:

    C. Target audience? I am pretty sure there will be a lot of NRA gun owning members watching the superbowl that will remember this if he gets the nomination.

  33. - Merica - Friday, Jan 31, 20 @ 12:08 pm:

    Good for Mike Bloomberg. As a parent, I want my children to live in a safe country free of the current level of gun violence (some gun violence is inevitable). making rational changes to gun laws that still allow gun owners to enjoy their firearms is fine with me.

    It sickens me to see friends and family members treat fire arms like some kind of holy chalice. Guns are just a tool. Most people i know treat them like toys. They collect them, shine them, oil them, and pull them out for show but hardly use them. Others cling to irrational fears and fantasy. watching grown men play video games and collect guns as toys is the embodiment of the decline of masculinity and the embodiment of the “man child.”

    if you think owning a gun, or having a beard or driving a pickup truck makes you a “man” you’ve lived a charmed life.

  34. - Quibbler - Friday, Jan 31, 20 @ 12:10 pm:

    == Some of y’all are failing to remember that the dude is running in a Democratic primary. ==

    Except he’s literally not running in the early states. He’s not running to win in any real sense. He’s a billionaire carpet-bombing the airwaves and internet with ads in a misguided, vanity effort to somehow cobble together enough delegates to deny Warren or Sanders the nomination. It won’t work.

    The ad itself is dull and does nothing to ameliorate his long record of police harassment of black and brown people, and endorsing George W. Bush at the height of the Iraq war.

  35. - Oswego Willy - Friday, Jan 31, 20 @ 12:11 pm:

    (Bloomberg, button down shirt, pullover sweater Camera on Bloomberg.)

    “I’m Mike Bloomberg and I approved this ad.

    I hope you’re enjoying the game, and this great American tradition.

    I’m running for President, and I plan to be everywhere, like on your tv., Super Bowl Sunday. To beat Donald Trump, it’s going to be a major undertaking, and I’m here to say, I’m up to the task.

    America can’t afford another four years of…

    (Fill in actual campaign pointed rhetoric)

    … and Donald Trump knows I don’t back down, and I’m ready for the fight.

    Enjoy the game, I’ll be seeing you soon. I’m Mike Bloomberg, I’m running for President (tag line type insert w/spike)


    If the idea is it’s impressive that Bloomberg is spending to be *on* during the Super Bowl, an issue ad might be forgotten. The best commodity to sell on Super Bowl Sunday is Mike Bloomberg, especially to Democrats.

  36. - FormerParatrooper - Friday, Jan 31, 20 @ 12:18 pm:

    The ad makes the emotional appeal. For that it is a solid B for those voting in the Democratic primary.

    Playing it during the Superbowl, may appeal to half of the fan base. Will it move the needle for him personally? Probably not.

  37. - Mason born - Friday, Jan 31, 20 @ 12:25 pm:

    I’m not the target audience I have a pretty ingrained dislike of Bloomberg’s mayorship and am the opposite of him on this issue.

    That said he puts forward an emotional argument in a gripping way. I’m not sure that on this issue he offers something significantly different than the rest of the field. I would guess his policy preferences on guns would probably be similar to the field. I’m surprised he didn’t focus more on his experience as Exec, I’ve seen some of those and think they’d be better for here. C

    Willy’s at 12:11 would be better.

  38. - Natty_B - Friday, Jan 31, 20 @ 12:31 pm:

    As a Dem primary voter I liked it a lot even though it’s heartbreaking. However, I was already a Bloomberg fan due to his work on gun control.

  39. - Cromulent M. Biggens - Friday, Jan 31, 20 @ 12:42 pm:

    Assuming a Super Bowl ad buy is a good idea, I’d give it a B, maybe even an A. I agree it’s not as pointed or as memorable as it could be. But this game has a huge audience, and many of those watching it might be doing so in politically mixed groups. This ad pushes an issue that Bloomberg has long pushed, and does so in a way that (1) appeals to many D voters without (2) getting those likely to oppose him to scream at the screen or their friends that he’s an, um, jerk (or likely worse). I’m guessing one of the last things Bloomberg wants to do with this ad is cause political arguments at gatherings of friends or family. This ad won’t, but it will still convey a message he wants to a huge audience.

  40. - OneMan - Friday, Jan 31, 20 @ 12:52 pm:

    Well if the target is someone who hasn’t voted in a D primary in a looooooooong time and might this time, it works for me. Guns are not a top issue for me but it does remind that he has actual elected official experience and is not just a rich guy.

  41. - don the legend - Friday, Jan 31, 20 @ 12:54 pm:

    Agree with many of the comments. I have heard that Trump is also spending $10 million on ad(s).

    I’d wager that more people will be talking about Trump’s ad(s) than Bloomberg’s on Monday.

  42. - Pundent - Friday, Jan 31, 20 @ 12:56 pm:

    I’d give the ad a B for what it’s intended to do. First and foremost gun violence is a defining issue for Bloomberg and he’s put millions behind it over several years. Whether you agree or disagree it’s the way that Bloomberg has defined himself as a Democratic.

    The ad also shows that he’s willing to spend his own resources to get his message out. Another defining issue. It’s not that he spent $10M on a Super Bowl. It’s that he can using his own money. As a totally self-funded candidate he’s doing things that we’ve never seen before. Trump certainly has resources, but they come from donors. He’s put virtually none of his own money into his campaign. Expect to hear more from Bloomberg on that.

    Finally, it’s the type of ad that will likely result is an impulsive response from the President. Bloomberg’s money represents a unique threat. While Trump’s popularity remains high with his base, his impulsive reactions (like calling Democrats totally sick yesterday in Iowa) make him look increasingly unhinged to moderate voters.

  43. - OpentoDiscusssion - Friday, Jan 31, 20 @ 1:01 pm:

    Typical ad. Long on emotion but that’s about it.

  44. - Wow - Friday, Jan 31, 20 @ 1:06 pm:

    Watched it again while sipping on a 40 once Coke. . . . . . .still mediocre.

  45. - Responsa - Friday, Jan 31, 20 @ 1:07 pm:

    The reason I think the super bowl ad from Bloomberg is ultimately a poor choice and bad politics is that millions of people get together in bars and home parties to watch the game and laugh and nosh. Many if not most who do this are hoping desperately to avoid tiring political discussions and disputes and just commune with friends and relatives over a great American sports event regardless of their political leanings.

  46. - Rich Miller - Friday, Jan 31, 20 @ 1:09 pm:

    ===The reason I think the super bowl ad from Bloomberg is ultimately a poor choice and bad politics===

    I just read that President Trump is running two different :30 ads during the game.

  47. - Blue Dog Dem - Friday, Jan 31, 20 @ 1:12 pm:

    After rethinking, I am doing a flip-flop-flip and regraded to a B-. Better to go after M-60s than remind people of his soda ban or huge increase in charter schools.

  48. - Responsa - Friday, Jan 31, 20 @ 1:14 pm:

    Doesn’t change the crux my comment one iota. People deserve a break from politics on Superbowl Sunday.

  49. - Yehudim mit Gewehre - Friday, Jan 31, 20 @ 1:19 pm:

    Hmm, Lil Mikey Bloomberg.
    Disarm people to make them safer, didn’t work when they tried it in Deutschland, remember Mikey?

    An unarmed mob is still a danger to an unarmed congregation.

  50. - Pundent - Friday, Jan 31, 20 @ 1:25 pm:

    =The reason I think the super bowl ad from Bloomberg is ultimately a poor choice and bad politics is that millions of people get together in bars and home parties to watch the game and laugh and nosh.=

    My wife is not a fan of football. She watches the super bowl just for the commercials. Lots of people do. And on Monday we’ll be reading all kinds of articles and reports rating these commercials. No other tv event creates this type of interest around commercials.

    Whether or not people deserve a break, you can’t ignore the power of the event or medium.

  51. - SOIL M - Friday, Jan 31, 20 @ 1:28 pm:

    Rate it a D. The majority of Superbowl audience will not pay attention to it. For the small amount that do, it will be split between those who approve of the second amendment, and those who want to do away with it. The people that it will reach is way to small for the money spent on it. This will be a waste of millions of dollars. Monday when everyone is arguing over best commercial nobody will even remember this.

  52. - Matt B - Friday, Jan 31, 20 @ 1:34 pm:

    He has the money to throw around so putting an ad out there makes sense. The message does not… The democratic primary candidates are in lockstep supporting gun control, how does this ad differentiate himself from Biden or anyone else? Why pick this issue? I understand attacking the 2nd is his pet issue but he should be touting his moderate credentials and ability to beat Trump.

  53. - Practical Politics - Friday, Jan 31, 20 @ 1:34 pm:

    C- is the best grade that I can give it. The music is somewhat annoying and distracting, it should have been lower in volume.

    Confused by Bloomberg: he’s in the Illinois primary beauty contest, but did not field full slates of delegates and alternates.

  54. - Lake Effect - Friday, Jan 31, 20 @ 1:45 pm:

    Chicagonk, if Bloomberg thought the rest of the country knew who he was, he wouldn’t be spending hundreds of millions of dollars on television, telling the rest of the country who he is

  55. - Flapdoodle - Friday, Jan 31, 20 @ 2:03 pm:

    The ad does three things. First, it sends a message about Bloomberg’s resources and moxie (he’s all in) shows people who the big dog is, at least financially.

    Second, the ad targets Dem voters critical to success in both the primary and general, namely suburban and urban voters (especially women) who are moderate on economic and health care issues but liberal on social issues. These Dem voters are still looking for a home.

    Third, gun violence has always been one of Bloomberg’s signature issues. He knows he’ll be tagged with it sooner rather than later, so he goes to the wall with it now, it’s on the table, he gets credit for forcefully addressing an emotional, factionalized issue that resonates with voters the Dems must have.

    I give the ad itself a soft B and the strategy behind it a B+ — not saying it will work, but am saying it’s the kind of big move Bloomberg will need more of to win this thing.

  56. - Al - Friday, Jan 31, 20 @ 2:04 pm:

    This is an effective message to the core of Biden support: the black community. Airing this message will pay dividends on Super Tuesday.

  57. - All This - Friday, Jan 31, 20 @ 2:33 pm:

    == Southern Illinois is 2nd amendment country and I am the NRA.==

    Bloomberg isn’t against the second amendment. And no president can take away an amendment.

    == Hmm, Lil Mikey Bloomberg.
    Disarm people to make them safer, didn’t work when they tried it in Deutschland, remember Mikey?==

    Once again, no president can take away an amendment.
    He’s for background checks, which 80% of NRA members are for.

    I rate the ad a C. Heartbreaking for sure, but for the ill informed voters like above he needs to be more specific.

  58. - Maryjane - Friday, Jan 31, 20 @ 2:34 pm:

    Bloomberg, ‘Schlbloomberg.

  59. - Grandson of Man - Friday, Jan 31, 20 @ 2:45 pm:

    Mike Bloomberg might now make it to the debate stage, as the Democrats changed their rules. He will probably be a key ally in the upcoming elections, if he doesn’t win.

    Very shortly, maybe tonight, it appears the GOP officially will become the TP, Trump Party, thus coming to an end. The presidency could be turned into something unrecognizable and unaccountable. Very grateful to have someone like Bloomberg doing ads—and Gov. Pritzker also for his help.

  60. - Last Bull Moose - Friday, Jan 31, 20 @ 2:51 pm:

    Give it a C. It helps him with blacks and anti gun people.

    Too soft for an attack on Trump. Needs more punch.

    Trump understands a punch in the nose. Anything less is just noise.

    I would use a Super Bowl add to position myself as a river boat brawler. Not as a Marquis of Queensberry fighter.

  61. - A Jack - Friday, Jan 31, 20 @ 3:03 pm:

    I would give it a C-. We all know that gun violence is an issue, but the ad doesn’t really say what he plans on doing about guns. If he is planning on banning certain guns because they look scary, then its unlikely I will vote for him. If he is going to do something about keeping guns out of the hands of the mentally unfit, then I can consider giving him my vote.

  62. - A Guy - Friday, Jan 31, 20 @ 3:24 pm:

    Better message for the issue than the candidate. It may even water down the issue that the candidate is added to it.

  63. - Candy Dogood - Friday, Jan 31, 20 @ 3:28 pm:

    == Hmm, Lil Mikey Bloomberg. Disarm people to make them safer, didn’t work when they tried it in Deutschland, remember Mikey?==

    What’s really frustrating about this kind of stupid comment is that the Nazis literally loosened gun regulations and made it easier to privately own firearms.

    Hundreds of millions of privately owned fire arms haven’t stopped the government from kidnapping children and locking them in cages.

    The belief that owning firearms makes your civil rights more secure is as silly as the belief that driving a big truck makes up for your numerous inadequacies.

  64. - XonXoff - Friday, Jan 31, 20 @ 3:52 pm:

    Whether it’ll be an effective political Super Bowl ad or not, I don’t know.

    But as the parent of a murder victim in a random drive-by shooting with a handgun simply stolen from someone’s vehicle; the pain experienced by the mother in this ad, and the content of the message is impossible for some of us to ignore. If you’ve yet to lose one of your own children or a family member or friend to gun violence – and believe me, you can — at the very least take a moment to think about what it might be like and then count your blessings. And if you think your family is somehow immune to gun violence, good luck the next time your phone rings because that’s just how quickly everything changed for some of us.

  65. - West Wing - Friday, Jan 31, 20 @ 3:58 pm:

    An A. Powerful on the emotions and shines a light on his competitive advantage over his primary opponents (a record on gun violence).

  66. - Etsuko Henery - Wednesday, Feb 19, 20 @ 9:20 am:

    perfekter Artikel danke

Sorry, comments for this post are now closed.

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