The newest Liberal ads are out and we’re seeing hints of the negative campaign to come. Two of the three are certainly negative, although they’re not overly nasty and I expect them to get a lot worse if the poll numbers keep slipping for Paul. Here’s my view of the trio of new Liberal ads released today:

Supporting Canadian Families

The Message: Paul Martin loves families…and puppies…and sunshine…
Grade: B+
The Ad: Pictures of happy Canadians while the female voice over talks about Liberals policies designed to help families.
My Take: Like most of the Liberal ads, it’s a bit all over the place, but it does tie it together with the “families” theme. It also details some specific policies, like the post-secondary plan, that have been overlooked by the media because of various scandals. It’s a feel good ad and while it’s not as snappy as the “30 million reasons” ads, it hits on specifics.

One Leader

The Message: One leader rocks, one leader sucks, let’s pretend Jack Layton doesn’t exist
Grade: B-
The Ad: It’s 2004 all over again as Iraq and firing guns make a return (although this time, the gun isn’t shooting the viewer). The commercial ends with video of the highlight of Paul Martin’s tenure as Liberal leader.
My Take: Even though it was disengenuous, I would have given the 2004 ad an “A” because it hit hard on fears people had. Canadians don’t believe Harper will take the country into deficit when our surpluses are so big and I think the Liberals will need to hit harder using some of Harper’s old quotes because I can’t see these claims scaring anyone. I’m also extremely perplexed by what “one leader produced the strongest economy in the Western world” and “one leader would have taken our troops to Iraq” have to do with each other.

Early Learning and Childcare

The Message: Stephen Harper wants to kill children (or so says Mr. “glass is half empty…and poisoned” Andrew Coyne).
Grade: A-
The Ad: This one starts with a Guess Who board of cute children who are erased one at a time while the voice over explains the problems with Harper’s daycare proposal.
My Take: I actually like this ad. It’s an attack ad, but policy based. It’s very well put together with those subliminal visual scare tactics which worked so well last year. The only reason for the minus is because “beer and popcorn” have hurt this issue for the Liberals and I have doubts that child care is an issue which will move votes at this point.