This is the NDP's new TV spot; it's not all that imaginative, but it does serve the party's strategic needs.
Content-wise the ad takes a populist rather than socialist stance. In fact, with its attack on "insiders" and "lobbyists", it starts off sounding almost like an American Tea Party ad!
This makes sense given I believe the NDP's communications strategy will be to achieve three aims:
1.To calm jitters about the party's socialist agenda by playing up the idea that the NDP is really about standing up for "little guy".
2. To remind voters that Jack Layton is the NDP leader
3. To show Canadians the NDP wants to get its message out in a positive manner.
This is last point is the most important because the next election should erupt into a no-holds-barred blood feud between the Liberals and Conservatives, with each side whacking the other with increasingly negative spots.
This leaves room for the NDP to position themselves as the good guys, the guys who are staying clean and who are talking about issues.
In short, the New Democrat strategy will be to say: "If you are sick of all the negative stuff, come to us we are the positive alternative."
Not a bad idea. And this ad helps frame that strategic narrative.
My only quibble is the ad lacks a visual reinforcement of the message. It should, for instance, have the key points appear as words on the screen. Also would have been nice to see Layton move around a bit, give the spot some motion.
Score: 7 out of 10.