Canada's longest federal election campaign since 1872 is, at long last, in its final stretch. The parties are making their final pitch to voters in a contentious race. With the more than 70-per-cent jump in turnout at advance polls this time around, some have already made their choice. As for the rest, candidates are hoping they can still sway the undecided – and keep supporters on their side. From an advertising perspective, how are they managing their brands?
Throughout the campaign, The Globe and Mail has convened a panel of experts from the advertising and public relations industry to weigh in on that question: Helen Pak, chief executive officer and chief creative officer at ad firm Havas Worldwide Canada, and recently creative strategist at Facebook Canada; Angus Tucker, executive creative director and partner at ad agency John St.; and John Crean, national managing partner at National Public Relations. In these final days, they are looking at some of the latest ads from the three parties with standing in the House of Commons.
LIBERALS
Footage of a rally in Brampton, Ont., features Justin Trudeau giving an impassioned speech – sometimes shouting – cut together with images of supporters holding signs and of the candidate on the trail meeting voters.
Ms. Pak: [It's] more inspirational, more anthemic than the other approaches. … What is interesting is that it attempts to put the viewer right into the audience and the excitement of the crowd. The crowd, the cheering, the camera technique – it's all very real, very authentic.
Mr. Crean: On an emotional level, it's trying to tap into that sense of a need for change; this frustration with the idea of divisive politics. The change is not just about change in government. The references to Harper and the divisiveness are not so much to capture the votes of any particular group, but more broadly the people who are emotionally fed up. … The other ads are still more about the individual leaders, whereas the Liberal ad is more about the collective effort to build a better Canada. He uses the word "we" in there a few times. He explicitly says it's not about one person. It's about us.
Mr. Tucker: The brief was clearly, "Make me look like I could win this thing!" Low camera angles make him appear like we're already looking up at him in the midst of his victory speech. … It has something the NDP and Conservative work doesn't: a pulse. It feels energetic, passionate and, importantly, young. Trudeau is finally flexing his youth to his considerable advantage. … He is finally speaking with passion, whereas previously he's been on the defensive. That's why, emotionally, I didn't like that escalator spot. It felt like he was counter-punching, instead of going on the offensive.
CONSERVATIVES
'It's decision time in Canada'
A black and white sheet that looks like a ballot features two choices: Justin Trudeau and Stephen Harper. The ad gives the Conservatives' version of how the candidates differ when it comes to economic promises.
Mr. Crean: It's Harper, as they call him, up against Justin, as they continue to call him. They basically say, do you want to pay more taxes or not? They have a really clear ballot question and a clear sense of who they are competing with. They want to appeal to those that are responsive to fiscal messages, are concerned about the economy; that part of the undecided segment that probably would never believe the NDP would be caretakers of the economy. … It's a very logical approach, a very clear question they want us to ask ourselves. It counts on a logical assessment. It's using the brain, while the Liberals play more to the heart.
Mr. Tucker: Emotion ultimately trumps rationality in most purchase decisions, and this is a purchase decision: Who am I buying? … There's no emotion in this, no belief system, just a bunch of talking points. This feels like the TV version of the election door-hanger I got the other day. This is just bad TV.
Ms. Pak: There is a sense of urgency with the spot, beginning with its declarative statement, "It's decision time," and even with the music selection. It's an interesting tactic, targeting those who are sitting on the fence. The messaging is simple: Justin vs. Harper, based on three simple things they want you to remember as points of difference.
NDP
Perched on the edge of a desk, Tom Mulcair speaks to the camera, talking about his promises for families and the middle class – a common emphasis during the election – and telling voters that he is ready.
Mr. Tucker: The NDP have gone with a grandfatherly fireside chat with Tom Mulcair quietly giving us his reasons to vote for – sorry, I nodded off there for a second. … The last spot, talking about his past and his family – it had energy, it had passion. This feels so unengaged and not confident. I would get it if they were in first place and didn't want to make a misstep; this is the safest ad possible, in fact it's completely invisible.
Ms. Pak: In an almost defeatist manner, this spot does nothing to be really convincing. [It doesn't] differentiate from their previous spots, or among the latest round from the two other parties. As we look at the marketing of the parties as a continued campaign, this last spot leaves me feeling underwhelmed. The content of what Mulcair is proposing could be conveyed in a more meaningful manner.
Mr. Crean: It lacks the enthusiasm and momentum of the Liberal campaign and the strategy of the Conservatives. It felt a little defeatist. It didn't feel like it had the clarity of what they had to do from a strategic standpoint, other than repeat the same message. Maybe they want to show Mr. Mulcair as a more calm and thoughtful leader – not a bulldog, just a sensible person who is, perhaps, more mature. The thought could be that there are people who are sick of political advertising. … There's a segment of the population who won't like or be influenced by us-versus-them advertising. Maybe this is attempting to appeal to those people, who want a focused and mature leader. ... [But] it doesn't feel like there's a lot of strategy in it.
Read the panel's analysis of the other election ads at tgam.ca/EMC0 and tgam.ca/EMC1.