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* Democratic lt. governor candidate Scott Lee Cohen has said he’ll spend as much as $3 million to win the office. He begins his first TV ad buy today, solely on cable. The campaign claims the ad cost $10,000 to make, start to finish, so he apparently hasn’t cut the big check yet. Have a look…

* The Question: How would you rate this TV ad?

posted by Rich Miller
Monday, Dec 21, 09 @ 11:04 am

Comments

Founder of “Rod Must Resign”? I guess that puts him at the front of the pack of the candidates running on the Democratic side.

Comment by Louis G. Atsaves Monday, Dec 21, 09 @ 11:09 am
The Rod Must Resign credit gives him some creds. I rate it a B-.

Comment by Anonymous Monday, Dec 21, 09 @ 11:23 am
It cost 10 Grand to make? I guess you get what you pay for. The close-ups of a couple still photos are tired, especially since we really don’t know much about him. I give him a Hard C, passing, but not excellent.

Comment by Oswego Willy Monday, Dec 21, 09 @ 11:24 am
0 for this simple reason: You don’t need “Stand by your Ad” back up in a state race. You wasted 3 seconds and a few thousand dollars of production for the new ad you’re going to have to cut.

Comment by Tom B. Monday, Dec 21, 09 @ 11:24 am
Wow - that is awful. It’s a really tired approach to politcal ads. It looks like one of those generic ads you buy online and just drop in your own video and photos.

Comment by Anonymous Monday, Dec 21, 09 @ 11:41 am
For $10,000 he did not get a very professional production. I could have gone to any state University and had a film student cut an add for internship credit better than that.

Comment by Sycamoretree Monday, Dec 21, 09 @ 11:42 am
Hey, I once made an anti-Blago facebook group, surely that qualifies me to at least be a state rep, right??

But seriously, here is a link to the one and only D2 for the “Rod Must Resign” committee:

http://www.elections.state.il.us/CampaignDisclosure/CommitteeDetail.aspx?id=21535

They report zero income and zero expenses. So their website had no hosting fee? No domain name registration fee? The other organizing they did had no expenses? Hmmm…

Comment by Lakefront Liberal Monday, Dec 21, 09 @ 11:44 am
Why doesn’t this ad proudly tout his experience as a pawn broker? I’m disappointed.

Comment by Chicago Cynic Monday, Dec 21, 09 @ 11:46 am
===here is a link to the one and only D2===

You can’t directly link to D2 reports because the State Board of Elections’ website is from the 18th Century.

Comment by Rich Miller Monday, Dec 21, 09 @ 11:48 am
Standard fare, a C+, as a straight “here I am” piece (the + for the Rod Must Resign credit). T.B. is right that it wastes time with the federal disclaimer; still, it compares favorably to the Link, Hendon and Turner TV spots that are airing for the same office.

Comment by Smoochy Monday, Dec 21, 09 @ 11:50 am
How ’bout some research to find out if “job fairs” work…does anyone really get a job because they went to so-and-so’s job fair?

Comment by Deep South Monday, Dec 21, 09 @ 11:52 am
Oh, as for the spot…Scott who?

Comment by Deep South Monday, Dec 21, 09 @ 11:52 am
Do you really have to say “I’m So and So and I approve this message” on a spot for a state race? Thought that was a federal rule.

Comment by soccermom Monday, Dec 21, 09 @ 11:54 am
I agree with Bowen, why the heck did he use the federal disclaimer for a state race? What a waste of time.

I registered the domain name recallrod.com. Does that qualify me for office? Hah!

Who on earth is attending his job fairs? Has anyone actually gotten a job out of it? There are a lot of holes to poke in this ad, but regardless, this should help boost his name id and for that reason, i’ll give it 6/10.

Comment by 47th Ward Monday, Dec 21, 09 @ 11:55 am
And I realize this is an issue for the professionals, but the next time I see a campaign ad that doesn’t give the website, I am going to have a stroke on general principles. Isn’t online the way they do their newfangled fundraising nowadays?

Comment by soccermom Monday, Dec 21, 09 @ 11:57 am
===Isn’t online the way they do their newfangled fundraising nowadays?===

Nah, it still doesn’t beat dialing for dollars.

To the ad: It is average. A decent introductory piece that will boost his name recognition depending on the size of the buy. The stills weren’t the best idea–especially considering the shots used.

The disclaimer took me off guard and kind of made me forget about the rest of the ad.

6/10.

Comment by Obamarama Monday, Dec 21, 09 @ 12:05 pm
Here’s the logic I’m guessing on the federal disclaimer.

Because most TV political ads are federal races people are used to hearing it.

One, some people might think that candidates who don’t say it are violating the law.

Two, the bigshot candidates Obama et al say it, so Cohen may be linking himself to the bigshots by including the disclaimer.

I thought the ad was reasonably effective. I’m skeptical that his job fairs are landing lots of people jobs, but it’s hard to see how it’s harmful to make the effort to connect employers and job seekers.

Also, I don’t remember “Rod Must Resign” as being a big player in the Blago drama. BTW, do I get credit for founding Blogging Blagojevich’s Blunders before he was re-elected?

Cohen didn’t overclaim his accomplishments. He didn’t promise something that grated on my nerves. I liked the commercial pretty well, better than I liked the candidate at the IVI-IPO endorsement session.

Comment by Carl Nyberg Monday, Dec 21, 09 @ 12:11 pm
The only thing eye catching in the ad is the “Rod Must Resign” thing. However, I was calling for Rod’s resignation for the last 5 years. What does that make me qualified for? If that’s one of the qualifications then I should run for lt. gov.

I give the ad a B. Not bad, but as I type this I can’t even remember the guys name, and I just watched the ad 4 minutes ago. He needs to hammer his name with more screen shots of it, not just saying it.

Comment by Moving to Oklahoma Monday, Dec 21, 09 @ 12:16 pm
i liked it. For an intro piece, it does the job. This will do way more to help him, than hurt him. He seems to be at the front of the pack in this race and I have not seen anyone else’s commercials on the democratic side for Lt. Governor?

I give it a B+

Comment by Captain Streeter Monday, Dec 21, 09 @ 12:20 pm
Boring, unsophisticated, and not informative. Nobody knows who this guy is and the ad touts some very lackluster accomplishments… holding job fairs? C’mon.

Comment by Just Observing Monday, Dec 21, 09 @ 12:23 pm
Boring as hell. Scott who? Oh, the ad’s over. Where’s my sandwich?

Comment by Thomas Westgard Monday, Dec 21, 09 @ 12:26 pm
Nice spot. Well produced mix of graphics and B roll. Authoritative yet pleasant talent on V/O.

Comment by Political Animal Monday, Dec 21, 09 @ 12:26 pm
This is just bad on so many levels, but it probably won’t hurt him because nobody’s going to pay attention.

Those two stills of him, what was he thinking?

Comment by Don't Worry, Be Happy Monday, Dec 21, 09 @ 12:27 pm
I like it, it is a clear intro spot with the name said over and over. Solid B. I have seen other state ad’s that use the voice of the candidate not because they have to, but because it is another excuse to say his name again. Name Id is job one.

Comment by In the Loop Monday, Dec 21, 09 @ 12:27 pm
Clear and strong message. A great hit for the anti-Rod primary voters and job seakers, which is a lot of us who are under employed! I am no expert, but it moves me.

Comment by shop keeper Monday, Dec 21, 09 @ 12:42 pm
It’s an average ad but its effectiveness will be determined by how many other Lt. Gov ads for other candidates eventually get put out. IMO, (unfortunately) name recognition is about the only important factor for most voters when they are looking at the Lt. Gov. names on their ballot election day.

Comment by Responsa Monday, Dec 21, 09 @ 12:45 pm
I think it’s a great spot. It drives home his name tied to a clear message - job creation & fighting against corruption and waste. That Rod Must Resign is an A+ home run.

Comment by Concerned Citizen Monday, Dec 21, 09 @ 12:50 pm
I can see, barely, how someone may like this ad, but an A+ home run????? I think there are some whom may have a BIAS? If this is an A+, where else can someone else go, since this IS the ad! Rate it means give it a look and grade on its merits, but really …. an A+, home run?

Comment by Oswego Willy Monday, Dec 21, 09 @ 1:03 pm
Where are the spots for Hendon, Turner and Boland? It would be good to compare them.

Comment by In the Loop Monday, Dec 21, 09 @ 1:15 pm
Average and unimaginative. Besides the only people who’s middle names are used as an ID are serial killers. And he stole my name to boot.

Comment by And I Approved This Message Monday, Dec 21, 09 @ 1:20 pm
He reminds me of Blair Hull, Al Hofeld, and Jim Oberweis — other wealthy men who tried to use their wealth to attain high office.

Comment by reformer Monday, Dec 21, 09 @ 1:25 pm
Cohen’s ad gets an F. Mainly because I read he would actually consider spending 3 million dollars to win the Lt. Governor’s race. Knowing that forces me to question his overall decision making abilities.

Comment by heet101 Monday, Dec 21, 09 @ 1:28 pm
I missed the part where he explains why he is spending 3 million dollars to be Lt. Gov.?

I don’t know him from a hill of beans and still don’t. So he was against Blago…..get in line.

Comment by Justice Monday, Dec 21, 09 @ 1:38 pm
A solid B.

It’s not a bad introduction for 30 seconds. We get “jobs & ethics”: not bad at all.

There’s room to expand.

(Nice point, Nyberg).

Comment by Anonymous Monday, Dec 21, 09 @ 1:39 pm
“Small business owner??” He made his money from pawn shops. PAWN SHOPS…insert your own political joke here. And now he wants to buy the LG’s office. Yeah, that’s the kind of leadership we’re looking for.

Comment by KankakeeCountyDem Monday, Dec 21, 09 @ 2:00 pm
Stick to the question, please.

Comment by Rich Miller Monday, Dec 21, 09 @ 2:02 pm
Hey! Blagojevich pawned a US Senate seat - so there is some relevance here! If you consider how our current officials operate, a pawn broker would be an improvement.

That said - not bad.

Comment by VanillaMan Monday, Dec 21, 09 @ 2:29 pm
I’m still waiting to hear a good message on jobs. Hynes proposal was vague. Whoever has got a solid plan in their pocket, it’s time to play it. This was weak in terms of addressing that issue, which is #1 right now. It was VERY cookie cutter. His consultants let him down here bigtime - he’s a first timer after all… I give it a C-.

Comment by P. Monday, Dec 21, 09 @ 2:29 pm
boring!!! With all the dough he says he will spend, couldn’t he have made a good tv ad??? Go ahead & put tons of dough behind this boring ad buddy, it won’t get you anywhere.
Lots of skeletons in this guy’s closet (above & beyond the pawnbroker stuff) & interested to see when the media will find it…

Comment by dupage progressive Monday, Dec 21, 09 @ 2:36 pm
1. We’ve had enough criminals in IL politics. Do we really need a pawn broker second in command? 2. He should hold these ‘job fairs’ in the back of his pawn shops. That way out-of-work people can sell their stuff AND get job counseling all in one stop! Slogan: “Come to sell your heirlooms, stay for the job fair!”
3. Wonder why he is spending $3MM of his own money to get into office? Makes me wonder how he is going to get the return on that investment?

Comment by I Don't Approve This Message Monday, Dec 21, 09 @ 2:44 pm
Ok, nice first try. Basic, generic piece. Beside $3M, what does he bring to the party?

Comment by zatoichi Monday, Dec 21, 09 @ 2:46 pm
The ad was a good hello how are you, nothing dramatic, it was positive and clear. I’ve interviewed Scott and the job fairs were pretty well attended. Don’t know how many people made connections but I like that he is trying to do positive things.

Comment by Avy Meyers Monday, Dec 21, 09 @ 3:15 pm
Who uses that many photos in a TV ad? D from me.

Comment by John Monday, Dec 21, 09 @ 4:10 pm
Anyone know the size of the buy? The post seems to mention it being cable, but how much money and where is it airing (just Chicago or is it statewide)? Seems a little weird to go up on TV a couple days before Christmas.

Comment by Chicago Pat Monday, Dec 21, 09 @ 4:23 pm
Dupage Progressive, I’ve heard that too. Lots of dirt. Pat would have to run away from him if he wins. It’s problematic.

As to the ad, it is mostly mediocre with elements of really crappy. I particularly love the zoomed in stills. I mean geez, it’s not as if they don’t have B-Roll of the guy. And that closing shot, um, could you have shaved….

Comment by Chicago Cynic Monday, Dec 21, 09 @ 4:54 pm
Enough with the rumor-mongering. Don’t get yourself banned.

Comment by Rich Miller Monday, Dec 21, 09 @ 4:56 pm
The ad didn’t do much for me at all. If this is what he plans for the next month and a half……the others have nothing to worry about at all from him, no matter how much bad loan money he spends. I give it a C-

Comment by downhereforyears Monday, Dec 21, 09 @ 5:14 pm
But Rich, do you know how many more billable hours I’d have if I was banned from the blog! Just kidding. I’ll behave.

Comment by Chicago Cynic Monday, Dec 21, 09 @ 5:37 pm
This is a lame spot, if it cost $900 to make, I’d be amazed. The money must be all in the airtime buy. Why run spots now anyhow; it is the holiday re-run period, nothing good is on the tube, people are out of town traveling on holiday vacations or they are doing things other than watching TV. Unless it airs during bowl games, nobody is going to see this, outside of wonks on the internet.

Why is it lame? Well, for one thing, mixing in the stills the way they do just makes it look like they were too cheap and low-budget to shoot film or tape, or that they hadn’t planned well enough to shoot summer time footage when it was summer… Should have done only stills for the whole spot in that case, and made it a stand-out stylistic choice, not an apparent budgetary necessity. Mixing the stills with live action just makes the stills stand out worse. The stills themselves don’t point out the candidate clearly in each composition; I don’t know this guy from Adam, (the whole purpose of the spot) now I have to figure out which one he *is* in each new photo of him talking to people as they pop up? Too much work.

The anti-Rod themed stuff is weak now; there is no one for Rod at this point, and he is not on the ballot. The candidate didn’t have the guts to make a direct connection between Rod and Quinn in the spot, so what was the point of the effort.

The job fair stuff, really? This is the best he can offer? I organized a job fair in college, big deal. There’s no concrete results to point to.

The copy was bland, with too much passive language. I’m left completely unimpressed and without any memory of the candidate, not even his name. Bad judgment and bad strategy.

This campaign will be dead in two weeks, is my guess.

Comment by Some Guy Monday, Dec 21, 09 @ 6:19 pm
Looks like an iMac slide show.

Comment by South Sider Monday, Dec 21, 09 @ 6:44 pm
Looks like a lot less true commentary now and a lot more people with a political agenda. Dead in two weeks? Some Guy will still be writing in two weeks. Come on, your really on some agenda who ya working for?

Comment by In the Loop Monday, Dec 21, 09 @ 7:25 pm
I rate this ad a B+
Cohen does a great job introducing himself to voters and gives a direct message. I don’t see any of the other lt governor candidates putting in the hard work Cohen is….he’s definitely catching my attention.

Comment by Obama Girl Monday, Dec 21, 09 @ 7:56 pm
I liked it. I thought it was got the point across. on a side note, i recently met scott and liked him. Not sure who i am going to vote for but i like scott a lot better then hendon!!!

Comment by paying attention Monday, Dec 21, 09 @ 8:54 pm
I liked it. I thought it was got the point across. on a side note, i recently met scott and liked him. Not sure who i am going to vote for but i like scott a lot better then hendon!!!

Comment by paying attention Monday, Dec 21, 09 @ 8:54 pm
My only “agenda” was to honestly answer the question and give my own opinion. It is not an exceptional ad, it is a below-average ad, for the reasons I suggested. And the deployment strategy seems wasteful, since nobody is going to be watching much TV the next two weeks, unless it’s to see Jimmy Stewart tussle with Lionel Barrymore, one more time. He’s throwing his 100 grand away, doing it like this.

Comment by Some Guy Monday, Dec 21, 09 @ 10:16 pm
I’d give it a “B”. I really liked that he formed the anti-Rod group - that alone made me want to vote for him, but for some reason I don’t like his voice - sorry that’s such a generic reaction, but it was my honest reaction to the ad.

Comment by george Monday, Dec 21, 09 @ 10:27 pm
It’s very fitting for the election.

It’s modest, which is probably his best approach and I dare say: intentional.

I believe it serves him well.

He’s not a career politician and we get that.

He comes across as honest, competent, and concerned about jobs. I like it, and voters probably will too.

Not sure who I like the most for the election, but it’s nice to see some outside challengers shaking things up.

I’m definitely voting for some true change in the party this primary.

Comment by New Democrats for IL Monday, Dec 21, 09 @ 10:29 pm
It’s fine, but about as pointless as the office (I know, hard to say after Quinn).

It’s easy to spend $10 grand at the Bulls or Hawks game, if you buy a round of drinks.

Put it this way, it’s a lot better than any of Hoffman’s spots, and he’s running for Senate. At least this guy’s making an effort.

Comment by wordslinger Monday, Dec 21, 09 @ 11:03 pm
$10,000 to make???

Comment by bored now Tuesday, Dec 22, 09 @ 6:31 am