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* The setup…
In a recently launched digital ad, Ideas Illinois — a conservative 501(c)(4) group — has positioned itself as “on a mission” to put Illinois on a “sustainable” path through job creation, spending cuts and economic growth.
On the other side of the spectrum is Think Big Illinois, a left-leaning 501(c)(4) group which includes Pritzker on its list of donors, according to CEO Quentin Fulks, a former deputy manager of the Pritzker campaign.
Think Big’s recently launched digital ad touts a “fair tax” and equates Ideas Illinois’ “mission” with former Republican Gov. Bruce Rauner’s “stubborn” leadership. Fulks said Think Big will be closely monitoring the fight for a graduated tax.
“I think we’re going to do whatever it takes to get the job done and to make sure that we’re getting the word out there that the graduated income tax is the best way to solve the problems in Illinois,” he said. “At this moment, we don’t have plans like a TV ad ready to go, but it is something that is in our arsenal if we need to use it. … As long as we’re able to sustain it, we’ll stay up on TV and on digital doing everything we can.”
Interesting that Q decided to go after the other side so early.
* The digital ad…
* The Question: Your thoughts on this spot? And, remember, this is an online ad, not a TV ad. They’re very different animals.
posted by Rich Miller
Tuesday, Feb 26, 19 @ 2:07 pm
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Its a lot of reading. Are people more likely to read when its an online ad? My gut says that being wordy is never helpful.
Comment by Montrose Tuesday, Feb 26, 19 @ 2:11 pm
Too long…
Do ‘normal’ people really care about Rauner at this point?
Generically, it would seem you would want to keep your powder dry (and save your money) for 2020 when it is a referendum.
Comment by OneMan Tuesday, Feb 26, 19 @ 2:14 pm
===Do ‘normal’ people really care about Rauner===
It’s only been a few months and he was horribly unpopular. I’ve heard of some muni polls that tested him and it was still off the charts bad.
Comment by Rich Miller Tuesday, Feb 26, 19 @ 2:17 pm
Calling yourself “Think Big” while asking for tax increases (even if only for some) seems a bit odd. It may lead some to an instant reaction of Thinking “Big” government. Not sure that’s what you want to help convince most people.
Comment by Anonymous Tuesday, Feb 26, 19 @ 2:30 pm
I like the graphics more than the robotic music, but it’s an online ad. It’s a bit too long. Definitely like the concept but would like to see that the wealthiest have been taxed at the same rate as everyone else for decades, to give it added urgency.
Comment by Grandson of Man Tuesday, Feb 26, 19 @ 2:34 pm
Beyond excellent. Every time we stare and laugh at the GOPies who did nothing and allowed GovJunk to trash the universities for several long yeara and know worry about higher ed funding.
This helps remind all of the GovJunk/GOPie destruction.
Comment by Annonin' Tuesday, Feb 26, 19 @ 2:34 pm
I think they focused too much on Rauner, but labeling their opponents as “Rauner’s supporters” was good and the line “People who have benefited from an unfair tax system might not like it” is really good too, it cuts deep.
It’s a bit long, I would cut the first segment about Rauner and the impasse, but overall I think it does an OK job.
Comment by Perrid Tuesday, Feb 26, 19 @ 2:38 pm
The opening seems gratuitous—though there’s a lot we can say about Rauner’s failings as governor, he isn’t solely responsible for the flat-tax system in Illinois. Otherwise, the ad does a good job of conveying its message.
Comment by Bourbon Street Tuesday, Feb 26, 19 @ 2:40 pm
Online ads are very different from tv ads, but I think a whole paragraph of text is a bad look no matter the medium.
Also, if you’re scrolling thru a comments section on youtube or browsing another tab while waiting for another ad to end, then you aren’t going to read this. Would’ve been better with at least some sound bites if not full narration.
Comment by Chicago_Downstater Tuesday, Feb 26, 19 @ 2:47 pm
The Think Big ad does a good job of defending the graduated tax plan as a fair plan to expect the wealthy to pay a higher tax rate than those with middle or lower incomes.
Or to quote Warren Buffett: “The wealthy are definitely undertaxed relative to the general population.” (See the Tribune article in the Business section this morning on page 3.)
Comment by Enviro Tuesday, Feb 26, 19 @ 2:48 pm
I thought the Rauner bits were good. The policy narrative was more pedestrian.
Comment by Lt Guv Tuesday, Feb 26, 19 @ 2:53 pm
Bruce Rauner was a bad governor, so we need to change the state constitution to drop the flat tax.
Whut?
That makes no sense.
Comment by VanillaMan Tuesday, Feb 26, 19 @ 3:01 pm
I guess the spot is targeted to those who really want to get into a deep dive online right away. On that level, it works fine. But not for the masses, this soon.
–Interesting that Q decided to go after the other side so early.–
My guess is that it’s a message to Baise’s bankrollers: You won’t outspend us; keep that in mind when they come asking for more money.
Comment by wordslinger Tuesday, Feb 26, 19 @ 3:08 pm
Number one, too long and boring. Number 2, blaming Gov. Rauner for the “unfair tax system” which is memorialized in the Illinois State Constitution is pretty unethical. I honestly don’t know who this ad is supposed to appeal to or what it hopes to accomplish in the short run. Big donors with money and the desire to push a Constitutional amendment on fair tax are not likely to be wowed by this nutty ad.
Comment by Responsa Tuesday, Feb 26, 19 @ 3:25 pm
Anybody who won’t put up a revenue estimate and rates has no right to support a graduated income tax. Put up or shut up.
Comment by driveby Tuesday, Feb 26, 19 @ 4:15 pm
zzz
Comment by wakeup Tuesday, Feb 26, 19 @ 4:17 pm
About equal with Ideas IL but awful compared to what IPI was boosting on Facebook. Night and day.
Comment by competition Tuesday, Feb 26, 19 @ 4:17 pm
Too long, and not very effective pushing the tax issue.
I actually think it would be VERY effective if it ran exactly as-is for the first 25 seconds and then (after the “Rauner’s strongest supported are trying to act like that never happened” card displays) they just put up their own Think Big Illinois logo with their website url.
Comment by Skokie Man Tuesday, Feb 26, 19 @ 4:18 pm
Not bad for advertising but isnt it misleading to say a graduated income tax will solve the problems in Illinois? I dont think that alone is going to solve the financial problems unless it’s going to generate THAT many billions of dollars for the state.
Comment by Maximus Tuesday, Feb 26, 19 @ 4:23 pm
Waste of money.
Comment by Back to the Future Tuesday, Feb 26, 19 @ 4:46 pm
It is factually inaccurate. There is nothing “unfair” about a tax rate that takes the same percentage from every citizen. It impacts the poor the same as the rich. Could not be more fair. You want to talk about sales, cigarette, property, or other regressive taxes being unfair I am with you. A flat tax is the very definition of fair.
Comment by Captain Obvious Tuesday, Feb 26, 19 @ 5:16 pm
===A flat tax is the very definition of fair.===
Do you think the federal rates are unfair too?
Comment by 47th Ward Tuesday, Feb 26, 19 @ 7:32 pm
–Big donors with money and the desire to push a Constitutional amendment on fair tax are not likely to be wowed by this nutty ad.–
LOL, who do you think the “big donors” are pushing a graduated income tax?
I can think of one. And he’s all in.
Comment by wordslinger Wednesday, Feb 27, 19 @ 8:48 am