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Rate the new JB Pritzker TV ad

Tuesday, Aug 31, 2021 - Posted by Rich Miller

* The spot

* Script

At some age, I think we all learn that we lack the ability to control the bad things that come at us.

For me, that was losing my father at the age of seven and losing my mother at the age of seventeen.

Every day that I woke up during this pandemic and looked at how many people had died the day earlier, I knew, thinking about each one of those people, what they were going through, what their families were going through.

And I knew that it was my obligation to do everything that I could to make sure that another person wouldn’t go through that.

Look, I may not have gotten every decision right but at every step along the way I followed the science.

This is a state that cares deeply about keeping each other healthy and making sure that we get through this together.

We have more work to do, there’s no doubt, but Illinois has led in ways that people did not expect. And I’m very proud of that.

Way more subdued than the first crop.


  1. - The Dude - Tuesday, Aug 31, 21 @ 5:20 am:

    The video is well done but the name “Cares Deeply” is pretty cringy.

    Is this going to be a forced unskippable YouTube ad like his last one? I really think that placement hurts him with younger generation. Nothing is worse than ads you can’t skip

  2. - Blue Dog - Tuesday, Aug 31, 21 @ 6:39 am:

    Not very upbeat. Sounds defeated. Not sure I would have used this ad.

  3. - PublicServant - Tuesday, Aug 31, 21 @ 6:40 am:

    Everyman’s benevolent billionaire.

  4. - BTO2 - Tuesday, Aug 31, 21 @ 6:52 am:

    I liked it, seems like he cares and it hits home for someone who lost a parent to Covid like me.

  5. - The Eastern Block Strikes Again - Tuesday, Aug 31, 21 @ 7:54 am:

    For the past two weeks my social media feeds have been full of stories of young parents dying of COVID as a result of not being vaccinated. Some stories featured single mothers, some told the story of the pregnant mother & induced delivery to save the baby, while other stories detailed the passing of parents.

    It’s heartbreaking! Almost all of these article end with a surviving family member encouraging people to get vaccinated.

    For many of us we are fortunate to have my years with our parents. As a adults, we struggle when we are forced to deal with the passing of an aging parent.

    When I first saw this commercial on tv this weekend and I heard the words “for me losing my father at age 7” it got my attention and immediately made me think of every social media story the past few weeks highlighting the passing of a young parent. A death that might have been preventable if only the parent had been vaccinated.

    You can hate JB for his wealth and policies. But there is no denying that the tragic loss of BOTH of his parents at a very young age had an impact on him. He can relate to the grief and emotions that each of these small kids are dealing with. The loss of a parent has a major impact.

    For me, this ad shows why the Governor has made the unpopular & tough COVID decisions. Yes, it is not going to be popular among the younger voters, the high school kids, the Eastern Bloc-er or the anti-vaccine groups. However, our healthcare system is a max capacity & COVID taking the lives of too many people. The vaccine can change the lives of families.

    Don’t let your child’s memory of you be “at the age of 7, I lost my dad/mom to COVID.”

  6. - The Real Captain - Tuesday, Aug 31, 21 @ 8:13 am:

    Well done ad. I would have not rolled it out this early.

  7. - Flyin' Elvis'-Utah Chapter - Tuesday, Aug 31, 21 @ 8:20 am:

    “Not very upbeat”

    It’s about governing during a global pandemic. The goofy “how great this country is” can wait till later.

    Seriously, how do you find your way home w/o breadcrumbs?

    Give the ad an A. An adult speaking like, and to, adults.

  8. - Pundent - Tuesday, Aug 31, 21 @ 8:27 am:

    =Not very upbeat.=

    Yeah, pandemics can be a real downer particularly if you care enough to take the seriously.

    To the ad itself, I would rate it a A-. It’s hard to attack a guy that is able to show the kind of empathy Pritzker has over the course of the pandemic. Even more so when you know the back story. That won’t stop his opponents from doing so, but against this ad they’ll come across as cold and callous. Could he have held it back a while? Sure. But when your opponents are saying you’re behaving like a king and you’ve got an unlimited bankroll why not run it now. And I don’t care how rich you are, losing your parents at age 7 and 17 is powerful stuff.

  9. - Cheryl44 - Tuesday, Aug 31, 21 @ 8:30 am:

    I think it’s very good.

  10. - Oswego Willy - Tuesday, Aug 31, 21 @ 8:36 am:

    ===Not very upbeat===

    This is a time for serious people. I can see how you miss that.


    It’s a B+

    It draws you in to the reality, we are all human. Losing both parents by 17, that will change a soul. Applying that pain and angst as a guiding light during a global pandemic, that’s humanizing something others see as mere numbers, “as long as I am fine”

    Some wealthy folks lack empathy, sympathy, they lack the ability to be human in emotions and applying that humanity to decisions. This ad shows Pritzker isn’t that. That’s a strong message.

    It’s a B+.

  11. - Back to the Future - Tuesday, Aug 31, 21 @ 8:40 am:

    Agree with Cheryl44 that it is a very good Ad.
    I rate it A-.

  12. - Back to the Mountains - Tuesday, Aug 31, 21 @ 8:45 am:

    Good ad. Humanizing. A good counter to the King Pritzker narrative.

  13. - Jibba - Tuesday, Aug 31, 21 @ 9:03 am:

    A-. Might have rephrased the line about not making every decision correctly. If you were following the science, you were correct as you could be (the next line). A l little too defeatist in tone, but not too bad.

  14. - Lucky Pierre - Tuesday, Aug 31, 21 @ 9:18 am:

    Actual humility instead of haughty arrogance. Keep it up Governor

  15. - JS Mill - Tuesday, Aug 31, 21 @ 9:21 am:

    =Give the ad an A. An adult speaking like, and to, adults.=


    =Not very upbeat.=

    If he was all upbeat and spunky you would criticize that.

    There is word we used to use around here for and I wish Rich would reinstate its use for the pandemic.

  16. - Original Anon - Tuesday, Aug 31, 21 @ 9:32 am:

    Excellent ad, good overall tone. But without a serious opponent, does it matter what advertising he runs?

  17. - Oswego Willy - Tuesday, Aug 31, 21 @ 9:41 am:

    - Lucky Pierre - gave left-handed approval.

    Well I’ll be.

  18. - ;) - Tuesday, Aug 31, 21 @ 9:52 am:

    C. Should be subdued though: Veteran Homes.

  19. - Blue Dog - Tuesday, Aug 31, 21 @ 10:10 am:

    Political ads are used primarily to do two things. Solidify the base and impress swing voters. I am In the camp of swing voters. The ad did not impress me.

  20. - Oswego Willy - Tuesday, Aug 31, 21 @ 10:14 am:

    - Blue Dog -

    Friend, you’re not a swing voter.

    You think you are…

  21. - Blue Dog - Tuesday, Aug 31, 21 @ 10:17 am:

    OW. You can’t be more wrong.

  22. - Victor Kingston - Tuesday, Aug 31, 21 @ 10:26 am:

    I like this. I like ads where people talk like actual people.

    It’s nice to see our leaders go, “look we all know this sucks real bad. We’re all in agreement, but we’ve done the right thing and we’re gonna make it through this.”

    Sometimes it’s just really nice to hear another human validate what you’re feeling and it seems like the venn diagram of “people who understand this was sound decision making overall (if with several missteps) and boy this sucks and we want it to be over would overlap pretty well with the voters JB is trying to reach.

    P.S. - Blue Dog is, at least in the southland, a term used to describe a voter who would rather vote for a “A Dog of a specific color than a member of a opposing political party”. So anyone calling themselves such has either an absolutely incredible sense of irony or knows something about the canine population of Illinois they should share with the rest of us. Just please tell me it’s not the corgi’s. My heart couldn’t take it.

  23. - Southside Salami - Tuesday, Aug 31, 21 @ 10:28 am:

    B rating. I am curious to see if this messaging sticks when ads come in highlighting the LaSalle Veterans Home tragedy and the 37% increase in murders in Chicago since 2018.

  24. - Amalia - Tuesday, Aug 31, 21 @ 10:29 am:

    Very good ad. grips emotionally. I wasn’t a JB supporter so I am surprised how this affects me. only downside is downbeat but I’m sure it will be followed by more upbeat. A-

  25. - Grandson of Man - Tuesday, Aug 31, 21 @ 10:30 am:

    Very good ad, rated A.

    “it was my obligation to do everything that I could”

    We can contrast the destructive dereliction of Republican governors like Abbott and DeSantis with Pritzker, who puts life over money, whereas the other two and others put political power over life and health. Hospital and ICU capacity are worse in anti-mandate/red states. Texas brought in thousands of out of state healthcare workers. DeSantis is pretty much asking for people to first get infected then take Regeneron, a drug that his big donor Ken Griffin invested in. That’s a** backward.

  26. - phocion - Tuesday, Aug 31, 21 @ 10:32 am:

    “Illinois has led in ways people did not expect.”

    He may want to briefly explain in which ways, and why people did not expect it.

  27. - Oswego Willy - Tuesday, Aug 31, 21 @ 10:39 am:

    - Blue Dog -

    Your troll antics say otherwise.

    I fed ya, move on.

  28. - Arsenal - Tuesday, Aug 31, 21 @ 10:56 am:

    It’s decent. Talking direct to the voters- and being the only one doing so right now- is pretty powerful.

  29. - Seats - Tuesday, Aug 31, 21 @ 11:15 am:

    Grade it an A.

    You cant talk about bad news and get an A+. But its a solid A, as its difficult to relate to a billionaire or feel a great deal of sympathy for them in some aspects. The loss of your parents before your 18th birthday is something everyone can understand regardless of wealth and reminds you that he is in fact human like everyone else. Its also a grave reminder of potential results for families who dont take this pandemic serious as a potential outcome.

  30. - Give Us Barabbas - Tuesday, Aug 31, 21 @ 11:25 am:

    Nice, but I’m afraid too nuanced for the voters. Not every spot has to “make the ask”, and I’m sure those type of spots will come. But I wish they would mix it up a little and use a few now.

  31. - zatoichi - Tuesday, Aug 31, 21 @ 11:25 am:

    Good ad. Pritzker comes across as someone who cares what happens to people and knows not everyone will agree with him.

  32. - Mama - Tuesday, Aug 31, 21 @ 12:25 pm:

    I give the ad an A because he is being honest and speaking from the heart.

  33. - gp - Tuesday, Aug 31, 21 @ 1:46 pm:

    @Bluedog you might had been a swing voter in the 90’s but you are not a swing voter now and that’s okay.

  34. - OneMan - Tuesday, Aug 31, 21 @ 3:55 pm:

    At this point, I am just kind of happy for any of his ads that don’t start with ‘Hey JB’.

    Isn’t a bad ad.

  35. - Proud Papa Bear - Tuesday, Aug 31, 21 @ 6:03 pm:

    A, but I’m completely biased.
    I think I have a unique perspective. I see these ads on the TVs where I workout. I saw the first a few weeks ago without sound and I saw JB with “We can defeat this thing in Illinois” superimposed over his image. To me, it looked like an attack ad against JB (JB being the “thing”)
    This one I heard with my headphones while playing a video card game on the treadmill and I couldn’t see it. It really gripped me.

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