Today, State Representative Margaret Croke formally announced her campaign to serve Illinois as State Comptroller. After nearly five years in the General Assembly fighting to make Illinois the best place to live, work, and raise a family, Representative Croke is running for Comptroller to work on behalf of Illinoisans in every corner of the state. As a mother of three and a dedicated public servant, Representative Croke is focused on shaping and protecting a responsible future for all.
Watch Representative Croke’s Launch Video, “Rule of 3” HERE
“Our State Comptroller can’t control what happens in Washington, but they can ensure Illinois’ finances are managed with efficiency, transparency and oversight. With the chaos coming out of the Trump Administration, strong leadership at the state level is more important than ever before,” said Representative Croke. “Throughout my career, I’ve focused on delivering results that make life better for working families, and I’ll bring that same approach to this office to ensure we are balancing our books, investing in our people, and leading with integrity.”
Representative Croke brings more than a decade of experience in government and politics, including leadership roles in Governor JB Pritzker’s administration and campaign, before first being elected to represent Illinois’ 12th House District in 2020. Representative Croke has always governed with the belief that fiscal responsibility and protecting vulnerable communities go hand in hand, and she will bring that commitment to the Comptroller’s office.
A leading voice in Springfield for passing balanced budgets and promoting economic development, Representative Croke knows that responsible stewardship of resources is key to delivering real results. She has taken up that mantle throughout her career, both as a legislator and as Deputy Chief of Staff at the Illinois Department of Commerce and Opportunity, managing large teams and working to bring new businesses to the state.
During her time in the state legislature, Representative Croke has quickly emerged as a trailblazer for women and families and a prominent voice in Illinois’ next generation of leaders. Learn more at crokeforillinois.com.
If you don’t like her, don’t vote for her. But to make sexist statements like “where is her husband?” and “kids used as props” and “cutesy,” is uncalled for. Question her political views but not how she presents herself as a woman.
“Cutesy” was not because of her sex. I would have said the same thing if a man made this video. “Cutesy” is because this felt more like a video about “look at me” instead of “this is who I am”.
C+, just a standard political ad. I’m sure some political consultants made an insane amount if money to string together an OK ad.
Also, if she wants to use her kids in her political ads, then it’s fair game to criticize or celebrate it. She made a decision to put them in the ad, no one forced her to do it.
I’ll give it a B — for being a bit too busy. Overall, OK / decent. Good visuals, happy kids. It’s always hard to make the Comptroller’s office exciting. This candidate isn’t known & needs to do the Dan Hynes 102 county tour.
I don’t think it is very good as an introductory ad for a candidate with next to no name recognition. I think it is presuming a familiarity we do not have with her as a voting public. It discusses how long she has been in government without high lighting specific accomplishments.
I think the messaging is also haphazardly constructed as a person who is running in a primary for the nomination of the party that currently holds all of the state offices.
This ad’s message sets up some awkward questions.
Who is not leading with the truth above all else?
Are our books balanced?
Are our people invested in?
Are we being lead by people with integrity?
She is not running against an incumbent. She is not running against a Republican. Her stated reason for running is attacking someone or something by suggesting that we deserve a leader who will lead with the truth above all else.
I think there are better reasons she could have provided for running for Comptroller beyond suggesting that our current elected officials have character flaws or struggle with the truth.
Does this ad effectively introduce her to voters?
I don’t think it does and that’s why it’s getting a B -. It is a good ad, they worked hard on it, but they misunderstood the assignment.
Fairly simple, but everyone I know who has met her as a State Rep has came away impressed. She’ll need to tap into her authenticity more in this campaign, which can be a challenge when surrounded by high-priced consultants.
A for appeal to suburban moms. B- because she reminds me of U.S. Sen. Katie Britt in her kitchen and the amazing Scarlett Johansson imitation of that SOTU response.
Some odd comments here so far. This is an ad to introduce her. Anyone that knows Rep. Croke knows about her family and her kids. This is who she is. For the purpose of the ad, I believe she accomplished what she wanted to do. Show a working mother juggling a life balance. I think people will remember this ad over something she may have rolled out dealing with straight policy.
leading with what she can’t do–weird. Nothing about protecting tax dollars…voted for balanced budgets, if you don’t count the $190B in unfunded pension debt.
C+
The kid gimmick landed solidly imho her lines were a bit too scripted. She seems to have a great personality. I anticipate her being a solid statewide campaigner when things kick into gear.
How much longer do Democratic consultants keep feeding us stock lines & buzz words? This is the type of messaging voters are turning against and why they have turned their back on the Democratic Party (I say as a Democrat).
Rep. Croke is one of the most intelligent House members on the floor and has the experience to back it up. I wish her the best of luck in this campaign and think she is the ideal candidate for this position! Good luck Margaret!
I thought it was one of the better statewide ads so far this cycle. Gives a good sense of the person and the person’s rationale for the job, and I can see how it might set the stage for further messaging as the campaign progressive. Solid B.
Just a small thing but I’d correct it for future speeches or commercials: stop starting every sentence strong and then finishing the sentence at half the volume (especially the last couple words)
Otherwise, she introduced herself and it was a nice hi
===Finally reading these comments and some of y’all are easily triggered===
I do worry that I am getting too sensitive about campaign messaging that gives the appearance of never being considered using a basic message box and am becoming less tolerant of the politicos responsible for really basic and unnecessary missteps.
Maybe they focused group the language but I also don’t understand why so much of this ad is in the passive voice. “I will balance our books” or “I will lead with integrity” are complete, concise, and easily understood statements. “As comptroller I will work to make Illinois a place where” is awkward and suspiciously parsed language.
Why aren’t we promising to balance the books? We’re just promising to work at balancing the books? To work at leading with integrity?
good observations by Candy Dogood. starting by saying here’s what I can’t do is confusing. it’s there to make people hate those $$ things but it does not make clear the oversight role, the fight for transparency, the management that is the work of the office. and it still reminds me of Katie Britt in her kitchen.
Hey CapFax community, I would like to apologize for the impact of my earlier comments. After reading others comments, I can now understand how one could interpret my comments as disparaging Ms. Croke as a mother. That was not my intent.
(To be clear, I have no experience with or opinion on Ms. Croke and I have no dog in the fight for the office. My comment was limited to the 60 sec ad)
My comment regarding “literal props” was because the children were more than just backdrop, they were wearing shirts that read “inflation”. It was a bit odd to me, and that is all I was trying to convey. I did not mean to suggest she was exploiting her children (as I mentioned in a subsequent post, all politicians show off the family), but I see now how some made that connection.
I will try to do better going forward.
I would point out I have commented sporadically over the years, and I have never made any comments would make anyone think that this Henry Francis guy is some sexist guy stuck in the 60s, so I was surprised at some of reactions and would have appreciated some grace.
But I do appreciate this space Rich has created for us, and I would hate if I did anything to disrespect it. Again, my apologies.
===When did everyone suddenly become an expert in political advertising? ===
This is Capitol Fax where even the arm chair quarterbacks may have played pro, semi-pro, or at the very least back when they were back in school. Or maybe we’re all malarkey all of the time.
Rich often asks us to rate political ads which such frequency that I didn’t even notice he didn’t ask us to rate this one.
- Jr. Neef - Thursday, Jul 24, 25 @ 7:33 am:
Seems fairly bland. Not bad but nothing to make me want to watch it again or to help me remember her name.
- Flyin' Elvis'-Utah Chapter - Thursday, Jul 24, 25 @ 8:10 am:
A-Never heard of her, but she’s the type of person I can see standing in line at Kroger. Also, a bit of reality as far as what the job is not.
“Seems fairly bland”
It’s the Comptroller’s Office. I’m looking for a work horse, not a show horse.
- BigLou - Thursday, Jul 24, 25 @ 8:54 am:
Something feels just inauthentic. Sort of forced and to cutesy.
- Three Dimensional Checkers - Thursday, Jul 24, 25 @ 8:59 am:
B/B-. A little forced for sure, but they are nice looking kids.
Pretty sure a Comptroller should be able to distinguish real and fake money. That’s going to be a problem for me.
- LOL - Thursday, Jul 24, 25 @ 9:02 am:
If you don’t like her, don’t vote for her. But to make sexist statements like “where is her husband?” and “kids used as props” and “cutesy,” is uncalled for. Question her political views but not how she presents herself as a woman.
It’s 2025, grow up.
- James - Thursday, Jul 24, 25 @ 9:07 am:
The kids as props thing isn’t my favorite thing. Otherwise ok
- BigLou - Thursday, Jul 24, 25 @ 9:07 am:
“Cutesy” was not because of her sex. I would have said the same thing if a man made this video. “Cutesy” is because this felt more like a video about “look at me” instead of “this is who I am”.
- Lincoln Lad - Thursday, Jul 24, 25 @ 9:14 am:
Nothing here to get me excited to support her… but she’ll get my support as the democratic nominee.
- Bob - Thursday, Jul 24, 25 @ 9:25 am:
She’s got the charisma of a caterpillar.
- twowaystreet - Thursday, Jul 24, 25 @ 9:26 am:
C+, just a standard political ad. I’m sure some political consultants made an insane amount if money to string together an OK ad.
Also, if she wants to use her kids in her political ads, then it’s fair game to criticize or celebrate it. She made a decision to put them in the ad, no one forced her to do it.
- Here Here - Thursday, Jul 24, 25 @ 9:34 am:
I’ll give it a B — for being a bit too busy. Overall, OK / decent. Good visuals, happy kids. It’s always hard to make the Comptroller’s office exciting. This candidate isn’t known & needs to do the Dan Hynes 102 county tour.
- Responsa - Thursday, Jul 24, 25 @ 9:34 am:
In this ad she comes across more as a social
media “influencer” than a political candidate. So not really impressed with the introduction. B-
- Alton Sinkhole - Thursday, Jul 24, 25 @ 9:47 am:
==but her husband is nowhere to be seen==
1) Her husband isn’t running for office. 2) He is featured in a photo in the ad
- Candy Dogood - Thursday, Jul 24, 25 @ 10:13 am:
This ad is a B -.
I don’t think it is very good as an introductory ad for a candidate with next to no name recognition. I think it is presuming a familiarity we do not have with her as a voting public. It discusses how long she has been in government without high lighting specific accomplishments.
I think the messaging is also haphazardly constructed as a person who is running in a primary for the nomination of the party that currently holds all of the state offices.
This ad’s message sets up some awkward questions.
Who is not leading with the truth above all else?
Are our books balanced?
Are our people invested in?
Are we being lead by people with integrity?
She is not running against an incumbent. She is not running against a Republican. Her stated reason for running is attacking someone or something by suggesting that we deserve a leader who will lead with the truth above all else.
I think there are better reasons she could have provided for running for Comptroller beyond suggesting that our current elected officials have character flaws or struggle with the truth.
Does this ad effectively introduce her to voters?
I don’t think it does and that’s why it’s getting a B -. It is a good ad, they worked hard on it, but they misunderstood the assignment.
- Scoot - Thursday, Jul 24, 25 @ 10:15 am:
Not that good of a roll out, watched it without sound and it seems like a Tide commercial with a mom and her kids.
- Pundent - Thursday, Jul 24, 25 @ 10:20 am:
It rates no better than a C. It struck me as something that AI might write.
- NIU Grad - Thursday, Jul 24, 25 @ 10:22 am:
Fairly simple, but everyone I know who has met her as a State Rep has came away impressed. She’ll need to tap into her authenticity more in this campaign, which can be a challenge when surrounded by high-priced consultants.
- Amalia - Thursday, Jul 24, 25 @ 10:35 am:
A for appeal to suburban moms. B- because she reminds me of U.S. Sen. Katie Britt in her kitchen and the amazing Scarlett Johansson imitation of that SOTU response.
- Nagidam - Thursday, Jul 24, 25 @ 10:35 am:
Some odd comments here so far. This is an ad to introduce her. Anyone that knows Rep. Croke knows about her family and her kids. This is who she is. For the purpose of the ad, I believe she accomplished what she wanted to do. Show a working mother juggling a life balance. I think people will remember this ad over something she may have rolled out dealing with straight policy.
- Loyal Virus - Thursday, Jul 24, 25 @ 10:37 am:
Thank goodness she’s wearing that sweater or I’d have forgotten she’s Irish.
- Amalia - Thursday, Jul 24, 25 @ 10:41 am:
additional comment from my household….shrieking kids at the start, can’t hear, no one wants to listen to that.
- woah - Thursday, Jul 24, 25 @ 11:13 am:
Is she pronouncing Comptroller as it’s spelled? I thought it was pronounced “controller.”
- Spot it - Thursday, Jul 24, 25 @ 11:15 am:
D+ It was to long.
- anon - Thursday, Jul 24, 25 @ 11:19 am:
leading with what she can’t do–weird. Nothing about protecting tax dollars…voted for balanced budgets, if you don’t count the $190B in unfunded pension debt.
- Rufus T. Firefly - Thursday, Jul 24, 25 @ 11:29 am:
Mediocre.
- Matty - Thursday, Jul 24, 25 @ 11:32 am:
Have any alternatives announced for the primary?
- rey mysteri0 - Thursday, Jul 24, 25 @ 11:44 am:
C+
The kid gimmick landed solidly imho her lines were a bit too scripted. She seems to have a great personality. I anticipate her being a solid statewide campaigner when things kick into gear.
- Frida’s boss - Thursday, Jul 24, 25 @ 11:46 am:
It’s literally two ads compressed together.
- System Reboot - Thursday, Jul 24, 25 @ 11:46 am:
How much longer do Democratic consultants keep feeding us stock lines & buzz words? This is the type of messaging voters are turning against and why they have turned their back on the Democratic Party (I say as a Democrat).
- Rudy’s teeth - Thursday, Jul 24, 25 @ 11:50 am:
Rate—D
Distracting. Too busy and noisy. Comes across as an influencer.
- Rich Miller - Thursday, Jul 24, 25 @ 12:02 pm:
===Anyone that knows Rep. Croke knows about her family and her kids===
Yep.
- Rich Miller - Thursday, Jul 24, 25 @ 12:05 pm:
Finally reading these comments and some of y’all are easily triggered. lol
But, yes, it’s technically pronounced “controller.” Almost nobody does, however.
- CapStaffer - Thursday, Jul 24, 25 @ 12:16 pm:
Rep. Croke is one of the most intelligent House members on the floor and has the experience to back it up. I wish her the best of luck in this campaign and think she is the ideal candidate for this position! Good luck Margaret!
- Boone Logan Square - Thursday, Jul 24, 25 @ 12:23 pm:
I thought it was one of the better statewide ads so far this cycle. Gives a good sense of the person and the person’s rationale for the job, and I can see how it might set the stage for further messaging as the campaign progressive. Solid B.
- rey mysteri0 - Thursday, Jul 24, 25 @ 12:29 pm:
I want to know her position on Cheesecake Day
- James of Little Italy - Thursday, Jul 24, 25 @ 12:34 pm:
At least it didn’t make any stupid “government finances are just like your personal checking account” folksy nonsense.
- Lurker - Thursday, Jul 24, 25 @ 1:11 pm:
Just a small thing but I’d correct it for future speeches or commercials: stop starting every sentence strong and then finishing the sentence at half the volume (especially the last couple words)
Otherwise, she introduced herself and it was a nice hi
- Redacted - Thursday, Jul 24, 25 @ 1:54 pm:
=== At least it didn’t make any stupid “government finances are just like your personal checking account” folksy nonsense ===
I think it did, just subliminally.
The ad was shot in a kitchen.
- Candy Dogood - Thursday, Jul 24, 25 @ 2:21 pm:
===Finally reading these comments and some of y’all are easily triggered===
I do worry that I am getting too sensitive about campaign messaging that gives the appearance of never being considered using a basic message box and am becoming less tolerant of the politicos responsible for really basic and unnecessary missteps.
Maybe they focused group the language but I also don’t understand why so much of this ad is in the passive voice. “I will balance our books” or “I will lead with integrity” are complete, concise, and easily understood statements. “As comptroller I will work to make Illinois a place where” is awkward and suspiciously parsed language.
Why aren’t we promising to balance the books? We’re just promising to work at balancing the books? To work at leading with integrity?
Did someone get paid by the word?
- Amalia - Thursday, Jul 24, 25 @ 2:30 pm:
good observations by Candy Dogood. starting by saying here’s what I can’t do is confusing. it’s there to make people hate those $$ things but it does not make clear the oversight role, the fight for transparency, the management that is the work of the office. and it still reminds me of Katie Britt in her kitchen.
- taylorsversion - Thursday, Jul 24, 25 @ 3:24 pm:
When did everyone suddenly become an expert in political advertising?
- Henry Francis - Thursday, Jul 24, 25 @ 4:37 pm:
Hey CapFax community, I would like to apologize for the impact of my earlier comments. After reading others comments, I can now understand how one could interpret my comments as disparaging Ms. Croke as a mother. That was not my intent.
(To be clear, I have no experience with or opinion on Ms. Croke and I have no dog in the fight for the office. My comment was limited to the 60 sec ad)
My comment regarding “literal props” was because the children were more than just backdrop, they were wearing shirts that read “inflation”. It was a bit odd to me, and that is all I was trying to convey. I did not mean to suggest she was exploiting her children (as I mentioned in a subsequent post, all politicians show off the family), but I see now how some made that connection.
I will try to do better going forward.
I would point out I have commented sporadically over the years, and I have never made any comments would make anyone think that this Henry Francis guy is some sexist guy stuck in the 60s, so I was surprised at some of reactions and would have appreciated some grace.
But I do appreciate this space Rich has created for us, and I would hate if I did anything to disrespect it. Again, my apologies.
- Candy Dogood - Thursday, Jul 24, 25 @ 4:41 pm:
===When did everyone suddenly become an expert in political advertising? ===
This is Capitol Fax where even the arm chair quarterbacks may have played pro, semi-pro, or at the very least back when they were back in school. Or maybe we’re all malarkey all of the time.
Rich often asks us to rate political ads which such frequency that I didn’t even notice he didn’t ask us to rate this one.
- Frida's Boss - Thursday, Jul 24, 25 @ 10:12 pm:
@taylorsversion- This is your first day?
- Amalia - Friday, Jul 25, 25 @ 1:53 am:
@Henry Francis, that was a very nice comment about what you meant and asking for some grace. Keep commenting.