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As there are only 146 days to go until the next general election, it’s about time our federal political parties started bombarding us with election advertising.
The Conservatives:
They released two ads.
Summary: In one, four people are supposedly perusing Liberal Leader Justin Trudeau’s resume, commenting that “he’s like a celebrity who says things without thinking them through,” that “he has some growing up to do” but has “nice hair, though.”
The young woman in the group says: “I’m not saying no forever, but not now.”
Tag line: “Justin Trudeau, he’s just not ready.”
In the other ad, Prime Minister Stephen Harper is seen working at his desk late at night. In a voice-over, he talks about how a prime minister has to make hard decisions, confront unexpected issues and “try to make the best decisions possible for Canada.”
Tag line: “Prime Minister Stephen Harper, proven leadership.”
The message: The ads are meant to contrast Trudeau’s inexperience with Harper’s steady, reliable hand at the tiller. However, the Conservatives have toned down their previous attacks on Trudeau, which largely backfired.
New Democratic Party:
Summary: The ad shows NDP Leader Tom Mulcair in a coffee shop, talking about the challenges facing middle class Canadians.
“I was raised on middle-class values and I’ll work to strengthen the middle class,” Mulcair says.
The message: The ad is aimed at helping Canadians get to know Mulcair, who remains a blank slate for many outside of Quebec, where he served as a cabinet minister. It’s positioning Mulcair as the leader who best understands the middle class because he grew up in a middle class family, the second of 10 children.
The Liberals:
Trudeau introduces viewers to Richard and Maria Rose, parents who sacrifice paying down debt in order to save for their three children’s education — the kind of unpalatable choice Trudeau says more families face after 10 years of Harper government.
He then touts his proposed Canada child benefit, which he says will give the Roses $2,500 more per year, tax free, than they get now.
Tag line: “Fairness. It’s an idea that works for the whole country.”
The message: Trudeau has a plan to help the middle class, he’s got depth and substance and is not the empty-headed pretty boy the Conservatives make him out to be.
Agencies/Canadajournal
