* I’m told this spot is on both broadcast and streaming. Half a million dollars during the first week. Press release…
Today, Raja for Illinois released its first statewide television ad, “Bullies.”
In the first spot of the Illinois Senate primary, Raja speaks directly to Illinoisans about his lifelong commitment to standing up to bullies, fighting for underdogs, and taking on a rigged system. The campaign will run the ad across Illinois broadcast and streaming markets to communicate with Illinoisans in every corner of the state.’
“Growing up with a name and a background like mine, I always felt like an underdog…and I still do. When I see other underdogs hurt by a rigged system, I fight back,” said Raja in the ad. “And as your Senator, I’ll take on the biggest bully of them all. Because underdogs? We just fight harder.”
A product of public housing, food stamps, and Peoria public schools, Raja has spent his career standing up to bullies and fighting for families like the one he grew up in. Over the last decade, he has held some of the biggest bullies accountable, including Big Pharma, food manufacturers, Big Tobacco, and massive corporations. Now he is taking on the biggest bully of them all: Donald Trump. A vocal opponent of Trump’s blanket tariffs and cruel cuts to Medicaid and Medicare, Raja is fighting day in and day out to protect Illinois families.
The ad blitz builds on two months of momentum since Raja announced his bid for U.S. Senate,
including a 13-point polling lead, significantly outraising the field, earning the support of local
leaders from Cook County to downstate, and wall-to-wall coverage of events across Illinois.
An excellent ad by Congressman Raja Krishnamoorthi. Give him credit, the ad, on broadcast TV launching when he and his rivals file their FEC 2nd quarter reports that shows him leading big in fundraising with over $20 million cash-on-hand compared to his rivals. Talk about a muscle flex.
Message to both Lieutenant Governor Stratton, Congresswoman Kelly and Governor JB Pritzker-aligned super PACs: Get yourself up on broadcast TV ASAP or else the Democratic U.S. Senate primary is over by Labor Day. Krishnamoorthi can afford to be on broadcast TV through Labor Day statewide. Currently, none of his Democratic rivals can do the same.
Notwithstanding Raja being a real life bully himself; does he actually stand for anything in that ad?
Democrats would be well served to take a cue from Mamdani’s campaign and give people something to vote for and be hopeful about rather than spinning up the same, tired, consultant-tested “standing up to Donald Trump” message.
The poor little me self proclaimed underdog narrative is weird. Why does his campaign think this squares in any way with his current position as a sitting congressman, a polling lead, and carrying a significant war chest. Really a strange choice for an introductory ad.
I think Raja is a good candidate but, this isn’t a good ad. Raja is a Democrat in the state of Illinois, hardly the underdog party. He’s a victim of what? Other candidates say Trump is bad, so how do differentiate yourself? The real question is how does Raja plan to promote what Illinois voters want in D.C. ?
More focus group tested slogans, but little substance. What are Raj’s positions? What public policies does he stand for? What Trump policies does he oppose?
It’s just more of the same from him, call me Raja. C Stand for something besides standing up to bullies. You can’t be President…you were not born in the U.S…..so this is as high as you get in D.C. Stand for something. Talk about issues that matter to the average person.
Translation: Elect me Senator so I that I can clout chase on Meet the Press and hold fun Senate hearings where I’ll grill Trump administration officials.
This ad is great if all they’re trying to do right now is boost his name ID. Which, you know, fair enough. We still have 9 months to go, after all.
Meh. None of the Dem candidates are meeting the moment in terms of their rhetoric or self-presentation.
Trump is kicking us in the stomach, stomping our face into the mud and burning down the house. What do we get from Raja and other Dems? The equivalent of old biddies at an afternoon tea tut-tutting about rude behavior.
And, that Raja and his no doubt massive team of consultants won’t speak to it perfectly highlights what is the core of the Democratic problem: weakness and timidity.
Democratic candidates are not connecting with people because they are over-consulted and over-polled, following tired 30-year-old playbooks.
No wit, no originality and no fire. From Raja, we get corny lines and a forced smile. Eventually, we’ll get the same from Stratton and Kelly.
“B” Pretty good intro ad. At this early stage, it’s about name recognition and establishing a personal story. Listing a bunch of positions can be done on later ads and the campaign website.
One overriding issue that does matter to many voters, especially in a blue state like ours and especially in the Dem primary, is standing up to the bully-in-chief. If 2026 plays out like a typical mid-term, pushing back against the President will be a dominant issue even if it is not a specific policy.
I do find it somewhat ironic that “bullying” is the lead topic when it may be one of his personal weaknesses, but he may be trying to get in front of that. On the other hand, he may be unaware that some people have that perception/experience.
Not sure TV 9 months before the primary when 99 percent of Illinois isn’t paying attention to the Senate race moves the needle much. It’s a pretty good ad.
Tried and true “Just call me Raja”
It’s a good introduction to folks who may have little knowledge of who he is. It’ll force the hands of the other two candidates to ramp up their name ID. I’m guessing more policy will come. Petitions don’t start for another two weeks. This will get the all important clicks and google searches if folks don’t know much about all 3 of them and who they’re going to support.
Ok, what specific policies will he champion and push for? Lackluster ad which is a generic “I will fight for you!” ad without telling much else other than a little bit of his background.
I understand the business, and this is, by far, an excellent ad. And in the Quad Cities, this ad isn’t persuasion per se, but rather an ad to keep him in the hunt through public and private polling, thus the nine-month ramp. Love it. Call me Raja.
Now, he needs to stand up against deporting undocumented workers and immigrants. This will be asked, so he needs to own the conversation by saying, “Yes, I am also going to stand up against false interpretations of the Constitution suggesting “all persons” only means “some.”
I would also suggest, to get to A, you will need to be prepared to demonstrate how you take on bullies if you in fact are bullied going forward.
I think the timing of this buy is directly related to the Cook County Dems slating this week. It’s a show of strength and a message to committee members.
“I have lots of cash. Back me and maybe I’ll share some with you.”
- Give us Barabbas - Tuesday, Jul 15, 25 @ 2:31 pm:
It’s very generic. This early in the campaign, it’s going to be spots to get white low information voters used to a non caucasian foreign sounding name. This needs to be followed up with family man and “he’s one of us” endorsement spots mixed with issue spots. With the building anger over Trump’s many horrific actions and behaviors and real consequences happening to voters, his issue spots need to leverage that. He’s not running against Trump: he’s running to protect and represent you, the citizen. Your interests. Your priorities. Your future.
- Marc Avelar - Tuesday, Jul 15, 25 @ 7:27 am:
An excellent ad by Congressman Raja Krishnamoorthi. Give him credit, the ad, on broadcast TV launching when he and his rivals file their FEC 2nd quarter reports that shows him leading big in fundraising with over $20 million cash-on-hand compared to his rivals. Talk about a muscle flex.
Message to both Lieutenant Governor Stratton, Congresswoman Kelly and Governor JB Pritzker-aligned super PACs: Get yourself up on broadcast TV ASAP or else the Democratic U.S. Senate primary is over by Labor Day. Krishnamoorthi can afford to be on broadcast TV through Labor Day statewide. Currently, none of his Democratic rivals can do the same.
- Irreverent - Tuesday, Jul 15, 25 @ 8:43 am:
“standing up to bullies”
That’ll be new in Durbin’s seat.
- Chat_BP3 - Tuesday, Jul 15, 25 @ 9:20 am:
Notwithstanding Raja being a real life bully himself; does he actually stand for anything in that ad?
Democrats would be well served to take a cue from Mamdani’s campaign and give people something to vote for and be hopeful about rather than spinning up the same, tired, consultant-tested “standing up to Donald Trump” message.
- Oldtimer - Tuesday, Jul 15, 25 @ 9:33 am:
Being a member of Congress means you’re no longer an underdog. You’re the 1%.
- Responsa - Tuesday, Jul 15, 25 @ 9:34 am:
The poor little me self proclaimed underdog narrative is weird. Why does his campaign think this squares in any way with his current position as a sitting congressman, a polling lead, and carrying a significant war chest. Really a strange choice for an introductory ad.
- Steve - Tuesday, Jul 15, 25 @ 9:40 am:
I think Raja is a good candidate but, this isn’t a good ad. Raja is a Democrat in the state of Illinois, hardly the underdog party. He’s a victim of what? Other candidates say Trump is bad, so how do differentiate yourself? The real question is how does Raja plan to promote what Illinois voters want in D.C. ?
- Empty Rhetoric - Tuesday, Jul 15, 25 @ 9:53 am:
More focus group tested slogans, but little substance. What are Raj’s positions? What public policies does he stand for? What Trump policies does he oppose?
- Amalia - Tuesday, Jul 15, 25 @ 9:59 am:
It’s just more of the same from him, call me Raja. C Stand for something besides standing up to bullies. You can’t be President…you were not born in the U.S…..so this is as high as you get in D.C. Stand for something. Talk about issues that matter to the average person.
- I-55 Fanatic - Tuesday, Jul 15, 25 @ 10:14 am:
Translation: Elect me Senator so I that I can clout chase on Meet the Press and hold fun Senate hearings where I’ll grill Trump administration officials.
This ad is great if all they’re trying to do right now is boost his name ID. Which, you know, fair enough. We still have 9 months to go, after all.
- Moe Berg - Tuesday, Jul 15, 25 @ 10:22 am:
Meh. None of the Dem candidates are meeting the moment in terms of their rhetoric or self-presentation.
Trump is kicking us in the stomach, stomping our face into the mud and burning down the house. What do we get from Raja and other Dems? The equivalent of old biddies at an afternoon tea tut-tutting about rude behavior.
And, that Raja and his no doubt massive team of consultants won’t speak to it perfectly highlights what is the core of the Democratic problem: weakness and timidity.
Democratic candidates are not connecting with people because they are over-consulted and over-polled, following tired 30-year-old playbooks.
No wit, no originality and no fire. From Raja, we get corny lines and a forced smile. Eventually, we’ll get the same from Stratton and Kelly.
- Pot calling kettle - Tuesday, Jul 15, 25 @ 10:22 am:
“B” Pretty good intro ad. At this early stage, it’s about name recognition and establishing a personal story. Listing a bunch of positions can be done on later ads and the campaign website.
One overriding issue that does matter to many voters, especially in a blue state like ours and especially in the Dem primary, is standing up to the bully-in-chief. If 2026 plays out like a typical mid-term, pushing back against the President will be a dominant issue even if it is not a specific policy.
I do find it somewhat ironic that “bullying” is the lead topic when it may be one of his personal weaknesses, but he may be trying to get in front of that. On the other hand, he may be unaware that some people have that perception/experience.
- Quad Cities - Tuesday, Jul 15, 25 @ 10:27 am:
Not sure TV 9 months before the primary when 99 percent of Illinois isn’t paying attention to the Senate race moves the needle much. It’s a pretty good ad.
- Frida’s boss - Tuesday, Jul 15, 25 @ 10:30 am:
Tried and true “Just call me Raja”
It’s a good introduction to folks who may have little knowledge of who he is. It’ll force the hands of the other two candidates to ramp up their name ID. I’m guessing more policy will come. Petitions don’t start for another two weeks. This will get the all important clicks and google searches if folks don’t know much about all 3 of them and who they’re going to support.
- Techie - Tuesday, Jul 15, 25 @ 12:15 pm:
Ok, what specific policies will he champion and push for? Lackluster ad which is a generic “I will fight for you!” ad without telling much else other than a little bit of his background.
- LeofromDolton - Tuesday, Jul 15, 25 @ 12:28 pm:
I understand the business, and this is, by far, an excellent ad. And in the Quad Cities, this ad isn’t persuasion per se, but rather an ad to keep him in the hunt through public and private polling, thus the nine-month ramp. Love it. Call me Raja.
- H-W - Tuesday, Jul 15, 25 @ 1:25 pm:
Solid B. Great start.
Now, he needs to stand up against deporting undocumented workers and immigrants. This will be asked, so he needs to own the conversation by saying, “Yes, I am also going to stand up against false interpretations of the Constitution suggesting “all persons” only means “some.”
I would also suggest, to get to A, you will need to be prepared to demonstrate how you take on bullies if you in fact are bullied going forward.
Great introduction though. Solid B.
- 47th Ward - Tuesday, Jul 15, 25 @ 2:24 pm:
I think the timing of this buy is directly related to the Cook County Dems slating this week. It’s a show of strength and a message to committee members.
“I have lots of cash. Back me and maybe I’ll share some with you.”
- Give us Barabbas - Tuesday, Jul 15, 25 @ 2:31 pm:
It’s very generic. This early in the campaign, it’s going to be spots to get white low information voters used to a non caucasian foreign sounding name. This needs to be followed up with family man and “he’s one of us” endorsement spots mixed with issue spots. With the building anger over Trump’s many horrific actions and behaviors and real consequences happening to voters, his issue spots need to leverage that. He’s not running against Trump: he’s running to protect and represent you, the citizen. Your interests. Your priorities. Your future.