The former ignores Trudeau, the other is mainly about him. One tries to be positive, the other is less preoccupied with all that. Both, however, strongly suggest the election campaign is underway.
First, Team Orange:
- It’s not bad, but it isn’t particularly great, either. You forget about it a minute after you watch it.
- The visuals are the kind of stuff political backroomers love – working classy, ethnic diverse-ness, slice of life, blah blah blah. Not original.
- The soundtrack riff is a direct steal from the Menzingers’ ‘The Obituaries,’ which features the “F” word about a million times.
- At the end, you can see they struggled with what to do with what to do with Angry Tom. Tie? No tie? Tie loosened? Jacket? No jacket, sleeves? No jacket, sleeves rolled up? Hmm.
- In the end, his look and demeanour and surroundings reminded me of Assistant Principal Vernon in The Breakfast Club. Not good.
The Blue Crew, meanwhile, have leaked their latest offering…but no one has a link except John Ivison. Interesting strategy.
Anyway, what John tells us about the ad reflects what many hacks already know about the research: no one dislikes Justin Trudeau – it’s just that no one thinks he’s ready to be Prime Minister. (In focus groups, anyway.)
The structure of the ad – diverse group of Canadians passing judgment on the Liberal leader – recalls the Muttart-era “Entitled to my entitlements” diner spot, which was seared on our collective consciousness through a gazillion repetitions back in 2005-2006.
The Harper part sounds like what I had figured would always be his 2015 writ narrative: “Hey, look. They said I’d wreck the place, and do all kinds of radical stuff, and I didn’t. We got through some tough times, we’re keeping folks safe. Oh, and Justin? I like him, too. He’s just not ready.”
If anyone gets a link, please send along. I couldn’t find it anywhere (beyond John’s column, that is). But I suspect that, when I see it, my assessment won’t change too much.
UPDATE: And here it is! (Thanks, folks.) My take: these guys love research! The statements made by the actors in this ad are taken directly from actual statements made by actual Canadians in actual focus groups! Actually, when you are assessing the ad for yourself, keep that in mind – this may not be what you are saying, but it is what your neighbors are saying. Important.