The Conservatives have launched “phase 2” of their summer campaign with four new TV ads. I must say, as with most things Harper does, the intent is really good: They’re talking policy and highlighting the supporting cast of MPs. Here’s my synopsis of each ad, with the mandatory sarcastic jabs thrown in:
Health Care for All: This one features Peter MacKay and Rona Ambrose…no doubt to show that talking about health care can be sexy! Harper concludes by saying “that’s the plan, and it’s time Canadians knew it”…Unfortunately, we don’t actually hear the plan during the add. They mock Martin for being vague in his “fixing health care” and don’t say a single thing about how they’ll fix health care. Yeah, it’s a 30 second spot and most people will be glad to simply gaze at Peter and Rona for most of it but I would have preferred a little more detail.
Choice in Child Care: This is my favourite ad. It features Rona again, and this time she’s joined by Helene Guergis. Watch this add and pay very close attention to Helena – while she doesn’t say a single word during the entire commercial, she does a convincing job of nodding approvingly at everything Stephen and Rona say. But that’s alright, I don’t expect Jessica Simpson to say a lot in the new Dukes of Hazard movie either and it will likely still be a hit.
Lower Taxes: Harper is playing economics professor in this one, but when I pause the video on his flip chart, I can’t for the life of me understand what it has to do with taxes. It looks like a blue line and a red line randomly drawn. I sure hope that’s not the chart Harper used to conclude that “the average Canadian family earns no more today than they did twelve years ago”. Jim Prentice and Diane Finley also appear and, along with Harper, they engage in the kind of real life dialogue previously only seen in life insurance commercials.
Opportunity for new Canadians: Rahim Jaffer (or his assistant, playing Rahim Jaffer) appears and perfects his “Helena nod” for the last half of the add. Monte Solberg is going to be really pissed that Bev Oda made the cut to appear in these ads and he didn’t.
Like I said, the “spontaneous” dialogue is a little weak but far better than last year’s ads of Paul Martin speaking to the horrified group of average Canadians in his kitchen. The Conservative position is portrayed as being very moderate so I don’t see any harm in commercials like these. And, hey, Stephen even ditches the tie in three of the ads!
Update: The Globe & Mail critic weighs in…sounds like we’re pretty much in agreement. Craig Cantin and Political Staples both offer fairly positive reviews as well.