Rep. Yoni Pizer on Thursday released his first television ad ahead of the March 17 Democratic primary election. The ad, “Light,” which features Mayor Lightfoot, one of Pizer’s early endorsers, will appear on targeted local cable television channels through the election.
The script for “Light” is as follows:
Mayor Lightfoot: “I’m Mayor Lightfoot, and I’m here to tell you why I’m supporting my friend, Yoni Pizer, for State Rep. Whether it’s on equality issues, the environment, or making sure our government stands for ethics, Yoni is on the right side of all these issues.
And plus, he’s a really nice guy.
Rep. Pizer: Thank you Mayor, and I’m grateful for your support. I look forward to bringing the light to Springfield, fighting for meaningful ethics reform, protecting the right to choose, and promoting clean energy legislation.
In addition to the endorsement of Mayor Lori Lightfoot, Rep. Pizer has been endorsed by Congresswoman Jan Schakowsky, Congressman Mike Quigley, Senator Sara Feigenholtz, Alderman Tom Tunney, Alderman Michele Smith, Personal PAC, Equality Illinois, and others.
In addition to serving as Congressman Quigley’s community liaison and running two small businesses, Rep. Pizer has been a grassroots organizer for Democratic candidates for several decades. Rep. Pizer lives with his husband, Brad Lippitz, in East Lakeview, where they have raised their two sons. Rep. Pizer is the first openly gay representative of Illinois’ 12th District, which includes the neighborhoods of the Gold Coast, Near North, Old Town, Lincoln Park, Lakeview, and Buena Park.
This year I am paying attention to state race ads that at least mention ethics reform. So often local pols focus on their positions on hot button national issues (and their national endorsers) rather than on the things they could actually impact/accomplish in our state if elected. The language was vague here, but at least Pizer in his own words mentioned “meaningful ethics reform”. Grade B.
This might not be relevant to the target audience of the ad, but the term “nice guy” is going through a bit of a redefinition due to the internet and the culture of memes we’re currently experiencing where now “nice guy” refers to an individual that self identifies as a nice guy while being something other than a decent human being.
In short, someone that expects sexual favors from women in return for them being “nice.”
Its a phrase or term that generally should be avoided. Here it might even fit within the meme because it’s being suggested that since he’s “nice” you should vote for him so it sort of fits within the framework of the meme, but even absent of the meme being nice or decent to your fellow human beings is something we’re supposed to be and is not an individual characteristic to suggest or define why someone belongs in the legislature.
First, this continuation of the Mayor and the Governor choosing sides and now the Mayor in an ad, this ups the ante and forces that line both the governor and the mayor want in choosing sides. Whew.
Rate the ad?
It’s a B+
Pizer was terribly awkward in thanking Lightfoot, what, they had to do this in one take, or…
It’s going to have some punch to it with that vouch, but that awkward exchange takes away from a real warmth they maybe were trying to capture.
I like the ad….I’d give it a solid B. Yoni comes across as a genuinely good person (which I hear he is. I have not met him). To me, he strikes a humble tone compared to Croke’s “I’m the next generation of progressive leadership” message.
- Responsa - Friday, Mar 6, 20 @ 7:39 am:
This year I am paying attention to state race ads that at least mention ethics reform. So often local pols focus on their positions on hot button national issues (and their national endorsers) rather than on the things they could actually impact/accomplish in our state if elected. The language was vague here, but at least Pizer in his own words mentioned “meaningful ethics reform”. Grade B.
- Candy Dogood - Friday, Mar 6, 20 @ 8:42 am:
===he’s a really nice guy.===
This might not be relevant to the target audience of the ad, but the term “nice guy” is going through a bit of a redefinition due to the internet and the culture of memes we’re currently experiencing where now “nice guy” refers to an individual that self identifies as a nice guy while being something other than a decent human being.
In short, someone that expects sexual favors from women in return for them being “nice.”
Its a phrase or term that generally should be avoided. Here it might even fit within the meme because it’s being suggested that since he’s “nice” you should vote for him so it sort of fits within the framework of the meme, but even absent of the meme being nice or decent to your fellow human beings is something we’re supposed to be and is not an individual characteristic to suggest or define why someone belongs in the legislature.
- Oswego Willy - Friday, Mar 6, 20 @ 8:46 am:
First, this continuation of the Mayor and the Governor choosing sides and now the Mayor in an ad, this ups the ante and forces that line both the governor and the mayor want in choosing sides. Whew.
Rate the ad?
It’s a B+
Pizer was terribly awkward in thanking Lightfoot, what, they had to do this in one take, or…
It’s going to have some punch to it with that vouch, but that awkward exchange takes away from a real warmth they maybe were trying to capture.
B+
Will Croke answer by “Thinking Big”?
- Robert the Bruce - Friday, Mar 6, 20 @ 8:53 am:
C.
Either wear the glasses or don’t.
Agree with OW about the awkwardness.
Also, I’m not sure whether Lightfoot is still as popular as she was on election day. Perhaps they have polling that says she is.
- Driving a car - Friday, Mar 6, 20 @ 9:49 am:
I agree with OW, the fact that you have Pizer and Lightfoot together alone makes this a B+ for the 12th District audience.
But man, Yoni had every opportunity to take this to an A+ and just did nothing with it.
- McGuppin - Friday, Mar 6, 20 @ 12:22 pm:
I like the ad….I’d give it a solid B. Yoni comes across as a genuinely good person (which I hear he is. I have not met him). To me, he strikes a humble tone compared to Croke’s “I’m the next generation of progressive leadership” message.
- King Louis XVI - Friday, Mar 6, 20 @ 12:24 pm:
–Pizer was terribly awkward in thanking Lightfoot, what, they had to do this in one take, or…–
LOL. Correct.
Would have been a better ad with Pizer only in B-roll.
- Former Downstater - Friday, Mar 6, 20 @ 12:25 pm:
Spot on (no pun intended), McGuppin, with Croke’s commercial. Not we, but I, is grating.
- Dawn Clark Next - Friday, Mar 6, 20 @ 1:58 pm:
The Croke ad was better and the Croke campaign has been better. The Mayor is helpful but this just makes it seem awkward.
- Shytown - Friday, Mar 6, 20 @ 3:35 pm:
Meh. It’s a solid C. He doesn’t have much personality. Even with Lightfoot not sure it will move the needle.