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Rate Pritzker’s three new TV ads

Friday, Jul 23, 2021

* Press release…

Today, Governor JB Pritzker’s campaign released three ads featuring Illinoisans who came together and stepped up to help lead efforts in their communities to get Illinois through the COVID pandemic.

“It’s the people of Illinois all across the state who came together during tough times to lead the effort to save lives and protect livelihoods during the state’s response to the COVID pandemic,” said Governor JB Pritzker. “It’s the people of Illinois who motivate me every day and I’m excited to be running for re-election to continue to lift up working families and move Illinois in the right direction.”

No word yet if these are scheduled for broadcast or cable. I’ll let you know.

…Adding… The spots will begin running on broadcast and cable TV this weekend throughout the state. [Headline updated to reflect this new info.]

…Adding… The cable/satellite buy so far for the first week is $153,854.

* “Meet Jenica”

Script…

Meet Jenica. When things were at their worst she volunteered to be part of the state’s response to COVID, one of the many nurses who put themselves at risk to save lives, and they needed protection to keep up the fight. Illinois health care workers never wavered, and people like Jenica showed us that together, there’s no challenge we can’t overcome.

* “Meet Corey“…

Script

Meet Corey. In addition to being a physician assistant, for seven years he’s been a committed member of our Illinois National Guard. And when I called on the Guard to help set up testing and vaccination sites they led the way to getting the job done. Our state is back to business because we refused to let this pandemic beat us, and people like Corey remind us anything is possible for Illinois.

* “Meet Doris and Rick”

Script…

Meet Doris and Rick. When COVID hit, they stopped production of bourbon at their distillery to instead make hand sanitizer for nurses, doctors, and other frontline workers. Like so many Illinoisans they understood that the only way through the pandemic was looking out for each other. Now the bourbon’s flowing again in Rochelle and we’re on our way back. I’m so inspired by the people of Illinois—we can accomplish anything if we continue to work together.

- Posted by Rich Miller        

14 Comments
  1. - Grandson of Man - Friday, Jul 23, 21 @ 11:50 am:

    Rated A. Excellent ads, with a focus on early pandemic efforts and individuals/companies who did great work. Very positive message, Bidenesque (we can do anything together).


  2. - Responsa - Friday, Jul 23, 21 @ 11:50 am:

    I vote for Jenica, Corey, Doris and Rick for being inspiring upstanding citizens, and am glad they’re being recognized. All three are benign ads that I don’t see as doing much for JB, though.


  3. - Give Us Barabbas - Friday, Jul 23, 21 @ 12:10 pm:

    They don’t make a blatant enough “ask” for a vote; they seem a bit congratulatory as if Covid is over and done.

    The copy could be less abstract and more pointed. Voters don’t “get” nuance. Especially voters sitting on the fence.


  4. - Give Us Barabbas - Friday, Jul 23, 21 @ 12:14 pm:

    Too abstract, needs to make a more clear “ask”. The first term jb spots were about introducing Jim and giving you a feel for where he comes from.

    This time around you gotta lay out less nuanced accomplishments and make a blatant “ask” for votes.


  5. - Oswego Willy - Friday, Jul 23, 21 @ 12:15 pm:

    They are collectively a B / B-

    Good stories, good connection to the governor, it gets personal and talks to things that made the pandemic and Illinois life under his administration.

    When you have $35 million, no real primary opposition, you can easily do these ads to associate the governor to all that has been during his tenure.

    It’s not “blow my mind, A”, but it’s not suppose to be… it’s exactly as it’s intended, incumbents would love ads like these as their “gear up” ads… that speaks to the cash and power to the messaging this cash will bring.

    B / B-


  6. - Amalia - Friday, Jul 23, 21 @ 12:37 pm:

    A for tone B for effect. These are very hopeful, happy ads. we need that. Not sure that they quite move the needle for the Gov. but they go a long way towards humanizing him.


  7. - Pundent - Friday, Jul 23, 21 @ 1:04 pm:

    I would give them an A-/B+. Concise and to the point. They underscore leadership during Covid and reaffirm that Pritzker put the health of the state first. The press conference drop ins remind us of those daily updates that spanned months.

    He has the advantage of being able to put forth a positive message but that’s an earned advantage.


  8. - Your Mom - Friday, Jul 23, 21 @ 1:45 pm:

    Wonder if they knew they were going to be in a Pritzker campaign add?


  9. - Excitable Boy - Friday, Jul 23, 21 @ 1:53 pm:

    - Wonder if they knew -

    Yes. There was a story about filming the ad at the distillery a couple weeks ago.


  10. - Rich Miller - Friday, Jul 23, 21 @ 2:01 pm:

    ===Wonder if they knew they were going to be in===

    Oh, come on. Do you realize the stink that would be raised if they weren’t informed of this?


  11. - Candy Dogood - Friday, Jul 23, 21 @ 2:35 pm:

    These are good adds. They’re also fairly early in the campaign cycle but help to define the issue — they’re not free of risk since the COVID-19 pandemic is not over yet and the worst days for Illinois may come with the seasons change to fall and winter.

    Excellent stories. Excellent scripting. Excellent production.

    I wouldn’t have run them because I am too prone to superstition that this would be the thing that came back to haunt me.


  12. - Arsenal - Friday, Jul 23, 21 @ 3:53 pm:

    ==Wonder if they knew they were going to be in a Pritzker campaign add? ==

    Do you think Jenica regularly has a camera crew following her around as she leaves the house every day?

    I’d call them A-/B+. They’re quite well produced, and they strike a good balance between “it’s not all about me” and “well, OK, it’s SOME about me”. It’s early enough that JB doesn’t need to get too specific- the ask shouldn’t come until October- and they’re not really all the victory-lap-y.


  13. - Ducky LaMoore - Friday, Jul 23, 21 @ 3:55 pm:

    “Wonder if they knew they were going to be in a Pritzker campaign add?”

    Yeah, that sounds like something my mom would say… after 7 bourbons. Yeah. They knew. To the ads, solid B all around. I like the fact that JB is the narrator.


  14. - Arsenal - Friday, Jul 23, 21 @ 4:04 pm:

    Also, as I said a lot in 2018, just being on the air at all with a halfway passable spot matters a lot more than anything specific in it.


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