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* Press release…
Today, the JB Pritzker for Governor campaign released its first TV ad, a 60-second spot called “Think Big.” The ad will air in markets across the state.
“Think Big” highlights JB’s progressive record of getting things done, including his work to bring new, good paying jobs to Illinois by helping build 1871, a non-profit technology small business incubator, by working with non-profits like Share Our Strength and Greater Chicago Food Depository to provide school breakfast to 55,000 Illinois kids, and JB’s work as a national leader in early childhood education.
“Today, I’m excited to release our campaign’s first TV ad and continue introducing myself to people across Illinois,” said JB Pritzker. “As I’ve traveled across the state, I’ve visited organizations and met with Illinoisans who are paying the price for Governor Rauner’s failure every day. It’s time we fight for what’s right and get our state back on track. By working together, I know that we can get real results for Illinois families and our communities.”
* Rate it…
…Adding… More where this came from…
@capitolfax $435k Buy Rich. And they are 60's, i.e. Long.
— Edward Marshall (@edmarshallcbs2) May 2, 2017
…Adding More… Greg Hinz…
In the spot, Pritzker takes only a passing shot at incumbent Gov. Bruce Rauner, saying that, under him, “things have only gotten worse” in Illinois. And he completely ignores other rivals for the Democratic nomination.
Instead, under the theme of thinking “big,” Pritzker talks about how he founded a successful tech incubator and worked to arrange funding for early-childhood education and nutrition programs. “Small ideas won’t help Illinois’ future,” he concludes.
But the “big” line is used to self-deprecating purpose, too. I’m not sure if he’s ever been skinny, and the spot depicts him walking down a street, stomach bumping above his belt, hammering on the “big” line.
Kinda cute, I thought. But look for yourself. At least we’re starting what likely will be a bitter campaign on a humorous note.
posted by Rich Miller
Tuesday, May 2, 17 @ 12:29 pm
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Previous Post: Oppo dump! Pritzker on 2012 Obama campaign: A pick between “best of a mediocre set of choices”
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sheer genius. expect DopeyDuct to surrender by 1 p.m.
Comment by annonin' Tuesday, May 2, 17 @ 12:33 pm
“Think Big.” Too easy.
Comment by so... Tuesday, May 2, 17 @ 12:34 pm
60 sec ad!? Pritzker’s DC committee of failed hillary aides couldnt figure out what message to go with, so they just threw it all in one!!!
Comment by John Rawlss Tuesday, May 2, 17 @ 12:37 pm
borrowing the phrase from anyone?
https://www.amazon.com/Think-BIG-Kick-Business-Life/dp/0061548189
Comment by schmoopy Tuesday, May 2, 17 @ 12:37 pm
I…guess I gotta give him credit for going right at the weight thing.
(I have no other substantive comment on this because I’m absolute rubbish at evaluating political ads.)
Comment by Arsenal Tuesday, May 2, 17 @ 12:37 pm
“Think Big” — great theme. Liked it even better when Donald Trump ran on it for 18 months.
Comment by GOPgal Tuesday, May 2, 17 @ 12:37 pm
Yikes, that’s pretty good
The kids were great at the end.
For an Intro piece, B+, A-
“Why”
The testimony by people, had those people been cited, as those close to what they were saying, then that’s the “Solid A”
That said, it’s really, really good.
He seems likable and smiles a genuine smile, and enough “facts” to create an image.
Yikes, it’s really good..,
Comment by Oswego Willy Tuesday, May 2, 17 @ 12:41 pm
I’m not crazy about JB’s commercial, but anyone is better than the status quo Governor Rauner.
Comment by Christopher Tuesday, May 2, 17 @ 12:42 pm
It is long, but it’s a good angle. My takeaway — JB sees a problem and finds a solution. A results oriented Gov? Sign me up.
Comment by Centenial Tuesday, May 2, 17 @ 12:42 pm
I liked it. Good intro ad. A minute is longish for the real tube, but good web piece.
Comment by Ray del Camino Tuesday, May 2, 17 @ 12:44 pm
do we know who JB’s media consultant is? any idea about the size of the buy and what markets is up in?
Comment by Anonymous Tuesday, May 2, 17 @ 12:45 pm
JB seems comfortable in his own skin.
BR? Not so much. A good introductory piece.
Comment by jaykay Tuesday, May 2, 17 @ 12:49 pm
Pritzker needs a minute, it’s a big ad!
Also, Pritzker needs the :60 to intro who he is. Kennedy is at 44%, with the name recognition as a help, Pritzker is chasing that 44% right now.
To the “similarities” to… well, to that book.
Pritzker’s Crew sees an end game angle on it, so we’ll see where they take this, it’s only May.
Comment by Oswego Willy Tuesday, May 2, 17 @ 12:49 pm
Good ad
Comment by Ok Tuesday, May 2, 17 @ 12:49 pm
Great ad. I agree with OW. It could only have been made better by citing the people offering testimonials as experts in their fields. The first impression is an important one and a lasting one. JB’s genuineness and easy smile with the kids at the end of the ad is obvious. People will see that, and it will be a breath of fresh air next to the bizarrely robotic and fake bruce rauner. For those saying its too long, remember blago’s first ad? It was a 60 second bio, and it moved numbers. He was first up on air and lacked the name ID of his primary opponents. Within a couple of weeks of saturation of that ad, blago went from last to first. JB gets a solid B or B+ on this effort.
Comment by Anon Tuesday, May 2, 17 @ 12:53 pm
I was expecting to see Quinn mowing his lawn in that opening shot.
Comment by City Zen Tuesday, May 2, 17 @ 12:54 pm
I give it a C+
I would have gave it a B if the background music was better. When I watched the ad I kept thinking about Jim Oberweis for some reason. Solid ad
Comment by Rocky Rosi Tuesday, May 2, 17 @ 12:56 pm
JB has some personal charm, which helps, but the ad itself was pretty cookie cutter. He has an interesting story to tell and almost limitless resources for production and the buy, kind of disappointing that the presentation was so formulaic.
Comment by The Captain Tuesday, May 2, 17 @ 1:00 pm
Did the without sound test.
Haven’t been a fan of JB thus far but this is well done. Like the think big messaging.
Think big leans into his weight situation which I like. Weight struggles are relatable even when its a billionaire that has them and its a more authentic relatable than dropping gs when you have an Ivy education or dressing like a lumberjack all the time when you made your money pushing paper around.
Superficially, I wish his hair didnt resemble Blagos so much. Dan Proft is going to make so much money photoshopping them together this cycle.
Comment by hisgirlfriday Tuesday, May 2, 17 @ 1:01 pm
A very good introductory ad.
Comment by The Dude Abides Tuesday, May 2, 17 @ 1:02 pm
I like it. He seems caring and reasonable….almost like you could sit down and hash out a budget compromise with him without any hostages being taken.
Comment by Moby Tuesday, May 2, 17 @ 1:06 pm
He didn’t need any working man props. No Carhartt, no cheap watch, no old van. I don’t think we’ll see JB wearing any costumes to try to blend in with the rubes either.
Comment by 47th Ward Tuesday, May 2, 17 @ 1:09 pm
Well done. If Biss continues his, JB is moderate garbage when Biss himself was an early Hillary supporter, JB is going to gain a vote. Grade A intro.
Comment by Ducky LaMoore Tuesday, May 2, 17 @ 1:09 pm
It started out well with the banging on a trash can part, but when beebee swung in on a wrecking ball, it kinda lost me. https://youtu.be/9T2d2FRh0BM
Comment by Bag The Nematode Tuesday, May 2, 17 @ 1:10 pm
Very well done. Substantive–He states the problems. But not bragging–others say how he solved them.
Shows him as just a guy w/ the pix from childhood and pulls that back in w/ the end scene w/ the kids. Plus he comes across as the guy next door.
Comment by d.p.gumby Tuesday, May 2, 17 @ 1:16 pm
Utterly conventional (political ad-making can be such a lazy racket), but cheerful and positive. Fine for an introduction, but isn’t going to do more than start the process of making him more familiar. Doesn’t inspire or captivate.
Still, good on him for taking a “vulnerability” and demonstrating self-awareness and cheek. Desirable qualities in a person and rarer ones in a politician.
Comment by Moe Berg Tuesday, May 2, 17 @ 1:16 pm
Solid intro. Highlighting that he helped create 6,000 jobs is a good way to differentiate himself from Rauner.
Comment by Dance Band on the Titanic Tuesday, May 2, 17 @ 1:23 pm
This ad is…..boring. It’s slow, it’s monotone, it’s utterly flat. When you’re talking about kids going to school hungry, you might want to pose in a school where that’s happening.
I can’t for the life of me figure out why no one on this side knows how to concept and execute a video that moves the needle. This one doesn’t.
Comment by A guy Tuesday, May 2, 17 @ 1:27 pm
Not sure that I want Pritzker ought there talking about an “empty stomach.” There is a reason why Taft was our last plus sized candidate. The Reginald Van Gleason look is out.
Comment by Ward Heeler Tuesday, May 2, 17 @ 1:33 pm
Did I see Pat Quinn in exactly the same ad? Hold it…haven’t I seen most politicians do exactly the same ad? It’s as sincere as a Chicago Alderman’s smile, as convincing as a Trump’s example of success, and will be as effective as Quinn’s similar ads turned out to be.
Comment by Horst Cabal Tuesday, May 2, 17 @ 1:36 pm
Are there any Asian people in JB’s world?
Comment by City Zen Tuesday, May 2, 17 @ 1:39 pm
===There is a reason why Taft was our last plus sized candidate===
Have you been under a rock since November?
Comment by Rich Miller Tuesday, May 2, 17 @ 1:41 pm
Very bland and vanilla. Key at this point is name ID I suppose.
C-
Comment by Sad! Tuesday, May 2, 17 @ 1:45 pm
The goal here is to move the needle on Name ID.
Within that goal, have fun with a pun, smile, cite some things to be highlighted later, and kids.
It checked off all the boxes.
Comment by Oswego Willy Tuesday, May 2, 17 @ 1:48 pm
On the ballet will he be able to go by “JB”? If not could that hurt him at all if he campaigns behind it the whole time?
Comment by Seats Tuesday, May 2, 17 @ 1:49 pm
Only Chris Christie tips the scales like J.B.
Comment by Ward Heeler Tuesday, May 2, 17 @ 1:49 pm
Of JB’s motto is “Think Big”, Kennedy’s should be “Family First”
Comment by Fax Machine Tuesday, May 2, 17 @ 1:55 pm
I agree with OW. This is a pretty good first impression ad. The testimonials and kids are great, I agree if they testimonials were cited even better, but at least here is a man who has built businesses and didn’t vulturize them to make his money.
Comment by ILGOV2018 Tuesday, May 2, 17 @ 2:00 pm
That block looks like something Sister Penny would bulldoze to build a mansion.
Comment by City Zen Tuesday, May 2, 17 @ 2:01 pm
This ad is built for the suburbs. The houses, the message, the whole thing around it screams winning over suburbs. Jb’s message will probably do really well there and I don’t even think that whole Obama thing will hurt him a ton there. Is it bad? yes, will anyone care in 6 weeks? No. Pritzker is doing very well right out of the gate.
Comment by Mundy Tuesday, May 2, 17 @ 2:03 pm
Thank goodness he doesn’t drop his gs or try to pretend to be anything that he’s not. Not sure if he’s the real deal all the way, but it seems at least like he actually gives a fig about the people seated next to him, which is more than I can say for the billionaire currently in Springfield.
Comment by Albany Park Patriot Tuesday, May 2, 17 @ 2:22 pm
This ad’s task isn’t to win the election, it’s to introduce the candidate in a positive light (and seize and re-purpose the portliness non-issue).
It does that just fine.
– MrJM
Comment by @misterjayem Tuesday, May 2, 17 @ 2:39 pm
This is a good, early, optimistic thematic political ad. Big problems are at hand–he’s a big guy–big ideas are needed.
As someone who has no dog in this primary fight I give this one an A.
Comment by Responsa Tuesday, May 2, 17 @ 2:43 pm
He could get the chubby thing out of the way immediately just having a little fun with himself and make a point.
i.e.
Hi I’m JB Pritzker. Clearly, I haven’t missed any meals. While that’s a funny thing…
No one should miss meals…especially school children who need decent nutrition to focus on learning.
That’s a big reason why I’m running.
In and out in less than :30. And, you’ll remember it.
Comment by A guy Tuesday, May 2, 17 @ 2:50 pm
I know JB is supposedly a regular guy but I really wish he wore an ascot. The open neck shirt doesn’t look good on him. Plus, isn’t it time we had an ascot-wearing governor?
Comment by Ratso Rizzo Tuesday, May 2, 17 @ 2:57 pm
It’s been done A guy.
“Well, my name’s Dewey Oxburger. My friends call me Ox. I don’t know if you’ve noticed, but I got a slight weight problem. My doctor says I’ve been swallowing a lot of aggression, along with a lot of pizzas.”
Nobody can top that intro.
Comment by 47th Ward Tuesday, May 2, 17 @ 3:01 pm
Everyone loved Dewey Oxberger, he made Tiger Beat for Pete’s Sake…
Comment by Oswego Willy Tuesday, May 2, 17 @ 3:03 pm
47, for everyone who doesn’t remember Dewey Oxburger…this will be new.
I’m guessing ole Dewey’s popularity is right up there with yours. i.e. There’s a lot of opportunity here. lol
Comment by A guy Tuesday, May 2, 17 @ 3:07 pm
==This ad’s task isn’t to win the election, it’s to introduce the candidate in a positive light (and seize and re-purpose the portliness non-issue).==
That’s the thing about candidates with operating budgets like Pritzker’s- not every ad has to be a game changer. You can afford to do a table-setter.
Comment by Arsenal Tuesday, May 2, 17 @ 3:16 pm
I feel like there was another businessman, not a politician, who started running ads during the summer before the primary about four years ago.. And I thought JB was trying to distance himself as the Rauner of the Democratic Party?
Comment by Southwest Burbs Tuesday, May 2, 17 @ 3:18 pm
Nice positive intro add, talking about actual jobs created and helping children. B+
Comment by Grandson of Man Tuesday, May 2, 17 @ 3:20 pm
Comparing the personality of Rauner vs. JB, no match. Rauner has been a fake, phony, poser from day one. Pritzker appears to be genuine, and capable of laughing without a notecard to tell him a laugh plays well with rubes.
Comment by Anonymous Tuesday, May 2, 17 @ 3:44 pm
Not a bad ad at all. B+
Comment by OneMan Tuesday, May 2, 17 @ 3:51 pm
Pretty sure - don’t have em anymore, wish now I’d kept em - JB ran a direct mail piece when he ran for IL House #9 against Schakowksy back in 1998, running on a gun control platform and stating, “I’m a big target for the NRA.”
Comment by ZC Tuesday, May 2, 17 @ 3:55 pm
This ad doesn’t do a great job of answering the question, “Who is JB Pritzker?”
Comment by NotForSale Tuesday, May 2, 17 @ 4:04 pm
Nice ad, testimonials were a little rigid and I wonder if Rauner will try to get voters to wonder if supporters in JB ads all somehow benefited from his money. I would say I didn’t think I saw any Latinos or Asians in his ad…this is a Dem primary isn’t? BTW - I’m not sure why Biss gets called out for calling JB a moderate…the quote from Bloomberg is questionable for a Dem. Unless you agree that President Obama was just mediocre.
Comment by Veil of Ignorance Tuesday, May 2, 17 @ 4:10 pm
I suppose we’ll have to wait and see but it looks like Pritzker is the type of guy who laughs when something is actually humorous while Rauner is the type of guy who…Aw hell.
Comment by 37B Tuesday, May 2, 17 @ 4:40 pm
To the comment above, JB has been doing a lot of outreach in the latino community. Im sure there will be an ad soon.
To the post/video - solid. Light hearted, issues that moderates (especially women), normally care about.
Comment by Here we go again Tuesday, May 2, 17 @ 5:20 pm
===There is a reason why Taft was our last plus sized candidate===
LOL, there’s a reason the dude wears a tie down to his knees. Covers the old bought-and-paid-for.
Nice friendly intro ad, on jobs and kids.
–I can’t for the life of me figure out why no one on this side knows how to concept and execute a video that moves the needle. This one doesn’t.–
You get excited about that soundstage workshop and all that fancy duct-tape action, do you?
You think Rauner needed a stunt man for the duct tape? It’s absolutely thrilling TV.
Comment by wordslinger Tuesday, May 2, 17 @ 6:11 pm
My name is duct tape and I have a goofy fake pretend boyish grin on my old wrinkled face. Vote for me
Comment by Anonymous Tuesday, May 2, 17 @ 9:25 pm
Great Ad. He comes across very.
Comment by Love JB Tuesday, May 2, 17 @ 9:32 pm
Jes’ fine. Jes’ fine.
Good intro. Already got more targeted ones in the can.
Comment by walker Tuesday, May 2, 17 @ 11:08 pm
I like it
Comment by burbanite Wednesday, May 3, 17 @ 7:32 am
Why is Jan Schakowsky snickering J.B.?
Comment by Anonymous Wednesday, May 3, 17 @ 8:07 am
Bigly
Comment by Rabid Wednesday, May 3, 17 @ 8:37 am