Today, JB For Governor released a new ad called “Before and After,” highlighting how Governor JB Pritzker’s fiscal leadership delivered a historic 12 credit upgrades for Illinois.
Before Gov. Pritzker came into office, his Republican predecessor had tanked the state’s finances, leading to service cuts, underfunded schools, and eight of 24 consecutive credit downgrades. The state accrued nearly $17 billion in unpaid bills, and working families were paying the price.
Since his first day in office, Gov. Pritzker stepped up and fought to restore Illinois’ fiscal foundation. Twelve credit upgrades and eight balanced budgets later, Gov. Pritzker is delivering a responsible administration that funds government services sustainably and saves taxpayers millions.
The ad will air statewide on broadcast and digital planforms.
NEWS ANCHOR 1: It’s gone from bad to worse for Illinois’ credit rating.
NEWS ANCHOR 2: The state could be forced to file for bankruptcy.
VO: Then JB Pritzker got to work. Balancing the budget, paying down bills, turning things around.
NEWS ANCHOR 3: Moody’s upgraded the state’s rating for the first time in more than 20 years.
NEWS ANCHOR 4: Illinois is on a ratings roll.
…Adding… Another dinosaur ad from the Pritzker campaign…
#ILPol: "Dinosaurs and humans living side-by-side. Looks silly, right? Not to Darren Bailey, because Darren Bailey's school curriculum teaches dinosaurs and humans were definitely on Earth at the same time."
He needs to lean more heavily and more detail into this as well as the bill backlog being paid off and the rainy day fund. Then explain how much money that is saving every year.
I understand its importance, others as well, but “those” folks you know the type, wont unless forced too.
In general, though, I’ve thought JB’s had the B-team working on his ads this year. Probably has a lot to do with being up 20 in the polls. Let other candidates in other states get the heavy-hitters.
Also - has there been a Julianna Stratton ad? Of any sort? Or any polling? I mean, we all know it’s not a real race, but…driving south on 294 yesterday I saw a Don Tracy billboard and was momentarily confused because I honestly forgot we had a US Senate Race this year.
This feels like an ad meant to pick off white-collar, well-educated GOP in the burbs? Folks who might vote Bailey just because they can’t imagine themselves voting for one of those Democrats, under any circumstances? It’s a really hard ad to grade here without the underlying polling data, but I’ve give it a B I guess. I personally like it when they talk about actual accomplishments, and not how much they like football or something.
I would give the ad a B. Pritzker should be recognized for improving the state’s credit rating. While some might find that message uninspiring and boring, it is nonetheless critical to getting the state on track. Good government isn’t always exciting. I would have given the ad a higher grade but for the inclusion of the bankruptcy reference which is ridiculous hyperbole.
One would hope that the campaign runners who study such things have a specific reason for doing an ad like this, but the only thing that speaks to me in it is the claim that he “saved taxpayers millions.”
Mark Shields used to say Republicans know how to win elections but don’t know how to govern. Darren Bailey hasn’t mastered the first part of that observation yet, so I don’t think we’ll have to worry about the second part for a while.
Rate B
The spot features changes JB made to shore up finances in the state of Illinois. Contrasts the previous Gov Rauner with changes moving forward.
The Bailey spot…Dinosaurs and Darren. Bailey is the gift that keeps on giving. Someone give Darren a bigger shovel to dig the hole he’s creating with his nonsense views.
The ad is a rock solid “B”. And, frankly, he doesn’t need anything better than that in this race.
=It’s not like seeing tolls, gas taxes, state income taxes, or property taxes.=
Property taxes are local not state. The rest are directly influenced by the need to raise revenue due to the cost of borrowing. So the upgrades are relevant to informed voters.
Also, guess who is having the biggest influence on gas and diesel prices right now…
- Grandson of Man - Thursday, Sep 17, 26 @ 11:31 am:
Rated A. Not the Pritzker campaign’s fault the news reporter didn’t know about bankruptcy, but they use it to help paint the picture in the ad.
It’s fine, another C+/B- he’s going to need to be better for the Presidential run. And he’s got to focus on the kitchen table, Think Big, more than just DT sucks.
Also, his Spanish ad up on X right now, he looks super stiff, like he’s in pain or has mobility issues.
I’d have liked some professional say/explain at the end that the 12 credit upgrades and paying bills on time is saving us billions in interest every year.
This is a nice appeal to older, conservative, Jim Edgar kind of voters. I think it effectively uses TV anchors as third parties to make the case that JB has responsibly balanced the budget. I mean, who else, other than older voters, watches TV news or remembers Jim Edgar, or that budgets were ever balanced?
I remember when being an Illinois conservative was more about fiscal responsibility than xenophobia and policing school bathrooms. Those were the good old days and this ad speaks to anyone nostalgic for that simpler time.
Regarding the first ad, I would love to see Gov. Pritzker create an ad where he is actually talking with farmers (see last picture in the ad). Most of my friends (I live in the farmlands of West Central Illinois) are struggling with input costs and declining prices on everything from beans to corn to hogs. An ad that has farmers acknowledging that their past votes led them down this road and they now intend to turn around might sway some of my friends to be more open about the mistakes made and the need to change (e.g., this is Mary Miller territory).
As to the second ad, it is just hard to not find political advantage in a candidate for high office who looks like a character on Fred Flintstone suggesting humans and dinosaurs roamed together.
Bailey is literally suggesting if we did not witness something, then we cannot know it exists. He suggests if we do not know about something, then whatever we believe about it truth. This is not a message about faith (I am pretty faithful myself). It is a message about ignorance - the art and practice of ignoring. It is contrary to the entire notion of education - teaching facts and truths and methods to people who do not know them.
The only place I ever see political ads is when Rich asks us what we think. I have never seen one “out in the wild”. Where do these ads run? I never watch TV and they don’t seem to play on internet sites I visit.
Im not the only voter; I guess they’re worth the effort. But I wonder.
The ad is a B+. The Governor is running for reelection to a 3rd term and it’s a smart move the highlight his successful performance during the last two terms. It isn’t a very exciting message, but it is a strong case for his reelection.
===Another dinosaur ad from the Pritzker ===
Dinosaurs. This is probably my favorite negative messaging I have seen in a while. I don’t mean in terms of being the best negative messaging, I just think this is fun negative messaging. Darren Bailey isn’t fit to run the State of Illinois because he thinks humans and dinosaurs co-existed. And pivoting to the “were you there?” message is just oh so delightful.
I am certain that this negative ad frustrates a handful of people who agree with Darren’s beliefs, but I can’t see it having any impact on the support of the Governor.
With regards to the second ad, I’d give that a solid A. It has great appeal to college educated voters and that’s significant in Northern Illinois. And having Bailey explain himself by questioning the reporter with “were you there” really frames the issue well. He comes off as a caricature.
1st Ad: I would say B+, but just barely. Other commenters have made a good point that “Moody’s” and “credit rating” aren’t necessarily readily understood by the general voter. And I’d like to figure out better way to say what “paying down bills” means–saving on interest and getting vendors cash flow. But that’s a tough ask in a 30 second spot, I know.
Dinosaurs–A+ Just saw it on TV. Loved it. And it works on two levels: For those that don’t agree with Bailey, it reminds them that he believes it. For those who do agree with Bailey, it reminds them that he is too much of a coward to stand up for that belief. I also just find dinosaur costumes very entertaining.
Yet another A+++++++++++++ ad from JB and his political team in my opinion. To me, JB is right up there with JRT as Illinois best ever governor. JB4L - JB for Life.
The dino one I think does a good job of getting people to look up at their screens when they’re trying to ignore ads and bakes in the perception about Bailey being an extreme social conservative for newer voters who don’t remember him from four years ago.
- H-W - Thursday, Sep 17, 26 @ 9:24 am:
C (not bad, just average)
I do not see how this will influence the average voter. Yes the facts are true, but lots of laypeople do not typically relate to terms like “Moody’s.”
- Brandon - Thursday, Sep 17, 26 @ 9:28 am:
B+
He needs to lean more heavily and more detail into this as well as the bill backlog being paid off and the rainy day fund. Then explain how much money that is saving every year.
I understand its importance, others as well, but “those” folks you know the type, wont unless forced too.
- Steve - Thursday, Sep 17, 26 @ 9:34 am:
B-
Sounds good. Most voters don’t focus on credit ratings. It’s not like seeing tolls, gas taxes, state income taxes, or property taxes.
- Notorious JMB - Thursday, Sep 17, 26 @ 9:36 am:
It doesn’t matter what kind of ad messaging he runs as long as it’s moderately professional. He’s gonna win in a landslide.
- Concerned Observer - Thursday, Sep 17, 26 @ 9:39 am:
It’s good. It’s a B.
In general, though, I’ve thought JB’s had the B-team working on his ads this year. Probably has a lot to do with being up 20 in the polls. Let other candidates in other states get the heavy-hitters.
Also - has there been a Julianna Stratton ad? Of any sort? Or any polling? I mean, we all know it’s not a real race, but…driving south on 294 yesterday I saw a Don Tracy billboard and was momentarily confused because I honestly forgot we had a US Senate Race this year.
- ZC - Thursday, Sep 17, 26 @ 9:43 am:
This feels like an ad meant to pick off white-collar, well-educated GOP in the burbs? Folks who might vote Bailey just because they can’t imagine themselves voting for one of those Democrats, under any circumstances? It’s a really hard ad to grade here without the underlying polling data, but I’ve give it a B I guess. I personally like it when they talk about actual accomplishments, and not how much they like football or something.
- Pundent - Thursday, Sep 17, 26 @ 9:44 am:
I would give the ad a B. Pritzker should be recognized for improving the state’s credit rating. While some might find that message uninspiring and boring, it is nonetheless critical to getting the state on track. Good government isn’t always exciting. I would have given the ad a higher grade but for the inclusion of the bankruptcy reference which is ridiculous hyperbole.
- Streator Curmudgeon - Thursday, Sep 17, 26 @ 9:52 am:
Grade: C.
One would hope that the campaign runners who study such things have a specific reason for doing an ad like this, but the only thing that speaks to me in it is the claim that he “saved taxpayers millions.”
Mark Shields used to say Republicans know how to win elections but don’t know how to govern. Darren Bailey hasn’t mastered the first part of that observation yet, so I don’t think we’ll have to worry about the second part for a while.
- Skokie Man - Thursday, Sep 17, 26 @ 9:58 am:
I’m in the minority here, but I give this an A+. This ad is objective, positive, and still draws a contrast between Pritzker’s record and the IL GOP.
“I am not insane and I am a responsible leader on economic issues” is a straightforward, unassailable message for an incumbent with a big lead.
- Sonny - Thursday, Sep 17, 26 @ 10:03 am:
Voters are more concerned about their pocketbooks- not the State of Illinois.
JB can’t run ads on that because job and wage growth in Illinois during his tenure are near the bottom of all states.
- City Zen - Thursday, Sep 17, 26 @ 10:12 am:
==The state could be forced to file for bankruptcy.==
States can do that?
Other than forgetting to give some credit to the Covid bailout, pretty solid ad.
- @misterjayem - Thursday, Sep 17, 26 @ 10:25 am:
“States can do that?”
At the time, the press regularly used “declare bankruptcy” as shorthand for “declare a bond payment default.”
Fortunately, such discussions have been unnecessary of late.
– MrJM
- Amalia - Thursday, Sep 17, 26 @ 10:34 am:
the money ad B People care about money but it’s not as connected to average person as it could be, which is most important. Turnin’
- Scoot - Thursday, Sep 17, 26 @ 10:39 am:
A, it reminds voters of the “boring” issues that are very serious and how the states finances have improved.
And the dinosaur ad shows how strange Bailey is when being interviewed on this topic. How can anyone take him serious?
- Rich Miller - Thursday, Sep 17, 26 @ 10:48 am:
===“States can do that?”===
In the minds of teevee reporters, yes.
- Rich Miller - Thursday, Sep 17, 26 @ 10:48 am:
=== the inclusion of the bankruptcy reference which is ridiculous hyperbole. ===
Agreed.
- Rudy’s teeth - Thursday, Sep 17, 26 @ 10:55 am:
Rate B
The spot features changes JB made to shore up finances in the state of Illinois. Contrasts the previous Gov Rauner with changes moving forward.
The Bailey spot…Dinosaurs and Darren. Bailey is the gift that keeps on giving. Someone give Darren a bigger shovel to dig the hole he’s creating with his nonsense views.
- JS Mill - Thursday, Sep 17, 26 @ 11:29 am:
The ad is a rock solid “B”. And, frankly, he doesn’t need anything better than that in this race.
=It’s not like seeing tolls, gas taxes, state income taxes, or property taxes.=
Property taxes are local not state. The rest are directly influenced by the need to raise revenue due to the cost of borrowing. So the upgrades are relevant to informed voters.
Also, guess who is having the biggest influence on gas and diesel prices right now…
- Grandson of Man - Thursday, Sep 17, 26 @ 11:31 am:
Rated A. Not the Pritzker campaign’s fault the news reporter didn’t know about bankruptcy, but they use it to help paint the picture in the ad.
- Frida's Boss - Thursday, Sep 17, 26 @ 11:33 am:
It’s fine, another C+/B- he’s going to need to be better for the Presidential run. And he’s got to focus on the kitchen table, Think Big, more than just DT sucks.
Also, his Spanish ad up on X right now, he looks super stiff, like he’s in pain or has mobility issues.
- JR - Thursday, Sep 17, 26 @ 11:34 am:
How cheeky. The campaign team must have been punchy to produce this one. Chuckle-chuckle.
- Lurker - Thursday, Sep 17, 26 @ 11:38 am:
I’d have liked some professional say/explain at the end that the 12 credit upgrades and paying bills on time is saving us billions in interest every year.
- 47th Ward - Thursday, Sep 17, 26 @ 12:16 pm:
I give it an A.
This is a nice appeal to older, conservative, Jim Edgar kind of voters. I think it effectively uses TV anchors as third parties to make the case that JB has responsibly balanced the budget. I mean, who else, other than older voters, watches TV news or remembers Jim Edgar, or that budgets were ever balanced?
I remember when being an Illinois conservative was more about fiscal responsibility than xenophobia and policing school bathrooms. Those were the good old days and this ad speaks to anyone nostalgic for that simpler time.
- H-W - Thursday, Sep 17, 26 @ 12:42 pm:
Regarding the first ad, I would love to see Gov. Pritzker create an ad where he is actually talking with farmers (see last picture in the ad). Most of my friends (I live in the farmlands of West Central Illinois) are struggling with input costs and declining prices on everything from beans to corn to hogs. An ad that has farmers acknowledging that their past votes led them down this road and they now intend to turn around might sway some of my friends to be more open about the mistakes made and the need to change (e.g., this is Mary Miller territory).
As to the second ad, it is just hard to not find political advantage in a candidate for high office who looks like a character on Fred Flintstone suggesting humans and dinosaurs roamed together.
Bailey is literally suggesting if we did not witness something, then we cannot know it exists. He suggests if we do not know about something, then whatever we believe about it truth. This is not a message about faith (I am pretty faithful myself). It is a message about ignorance - the art and practice of ignoring. It is contrary to the entire notion of education - teaching facts and truths and methods to people who do not know them.
- Banish Misfortune - Thursday, Sep 17, 26 @ 12:47 pm:
The only place I ever see political ads is when Rich asks us what we think. I have never seen one “out in the wild”. Where do these ads run? I never watch TV and they don’t seem to play on internet sites I visit.
Im not the only voter; I guess they’re worth the effort. But I wonder.
- Candy Dogood - Thursday, Sep 17, 26 @ 1:15 pm:
The ad is a B+. The Governor is running for reelection to a 3rd term and it’s a smart move the highlight his successful performance during the last two terms. It isn’t a very exciting message, but it is a strong case for his reelection.
===Another dinosaur ad from the Pritzker ===
Dinosaurs. This is probably my favorite negative messaging I have seen in a while. I don’t mean in terms of being the best negative messaging, I just think this is fun negative messaging. Darren Bailey isn’t fit to run the State of Illinois because he thinks humans and dinosaurs co-existed. And pivoting to the “were you there?” message is just oh so delightful.
I am certain that this negative ad frustrates a handful of people who agree with Darren’s beliefs, but I can’t see it having any impact on the support of the Governor.
Dinosaurs.
- Pundent - Thursday, Sep 17, 26 @ 1:18 pm:
With regards to the second ad, I’d give that a solid A. It has great appeal to college educated voters and that’s significant in Northern Illinois. And having Bailey explain himself by questioning the reporter with “were you there” really frames the issue well. He comes off as a caricature.
- Paul Peterson - Thursday, Sep 17, 26 @ 1:20 pm:
The 13th rule executed to perfection
“Pick the target, freeze it, personalize it it and polarize it”
Sure beats running on your accomplishments
- Leslie K - Thursday, Sep 17, 26 @ 3:53 pm:
1st Ad: I would say B+, but just barely. Other commenters have made a good point that “Moody’s” and “credit rating” aren’t necessarily readily understood by the general voter. And I’d like to figure out better way to say what “paying down bills” means–saving on interest and getting vendors cash flow. But that’s a tough ask in a 30 second spot, I know.
Dinosaurs–A+ Just saw it on TV. Loved it. And it works on two levels: For those that don’t agree with Bailey, it reminds them that he believes it. For those who do agree with Bailey, it reminds them that he is too much of a coward to stand up for that belief. I also just find dinosaur costumes very entertaining.
- low level - Thursday, Sep 17, 26 @ 4:05 pm:
Yet another A+++++++++++++ ad from JB and his political team in my opinion. To me, JB is right up there with JRT as Illinois best ever governor. JB4L - JB for Life.
- NIU Grad - Thursday, Sep 17, 26 @ 4:45 pm:
The dino one I think does a good job of getting people to look up at their screens when they’re trying to ignore ads and bakes in the perception about Bailey being an extreme social conservative for newer voters who don’t remember him from four years ago.
- Rich Miller - Thursday, Sep 17, 26 @ 5:03 pm:
===I do not see how this will influence===
===have a specific reason for doing an ad like this===
===He needs to lean more heavily and more detail into this===
Etc.
Some of you are mistaking this for a real, high stakes campaign.
- Corn Cob - Thursday, Sep 17, 26 @ 6:01 pm:
A+ Good ad from a good ad maker.