Ontario Premier Kathleen Wynne says she doesn't like political attack ads, which is why, I suppose, her own political attack ad is so terrible.
In fact, her ad is almost a textbook case of what not to do.
Check it out:
So the spot starts off with Wynne ambling along a bland suburban street explaining why she hates negative ads, which as a viewer sets me up to think she is going to spend the next 30 seconds or so explaining her positive vision for Ontario. But no! Instead, almost in mid-sentence, she goes from saying she hates attack ads to launching an attack of her own against PC leader Tim Hudak. That's a mistake because shifting gears and changing the tone of a message in such an abrupt way can jar a viewer and that's not a good thing. In this case, Wynne risks losing her audience in the crucial first seconds of the ad.
Then, after that odd start, Wynne proceeds to list a litany of "facts", which are supposed to convince voters that Hudak is evil incarnate: he hates labour; he wants to destroy jobs, he wants to eradicate youth employment; he wants to drive down wages; he wantzzzzzzzzzz.
Oops, sorry... for a second there I dozed off.
But in my defence, this ad's style is conducive to napping. Wynne not only delivers her lines in a dull, boring monotone voice, but her list of Hudak misdeeds seems to go on forever. It's like Lord of the Rings! The average viewer is going to quickly lose interest. For a political spot, anything longer than 30 seconds is too long. (Even 30 seconds is a bit long.)
To be effective, to keep a viewer's attention, a video has to make its points briefly and with some sort of dramatic punch. Equally important, a good spot includes interesting visuals that reinforce the message. Even writing out key words on the screen helps. Just having one shot of a ranting Wynne strolling down a street doesn't cut it.
The biggest problem with this ad, however, is that Wynne herself is doing the attack. That's a major no no. Why? Well, going "negative" has a stigma attached to it, which is why the candidate must always be perceived as being all about rainbows and lollipops. If there's vicious knife work to be done, leave that to your allies in the media or to PR hacks or (most ideally) to Third Parties.
The more distance between negativity and the candidate, the better.
Mind you, what's truly troublesome about this ad is how much time it probably took to produce. I mean, there's always something that will spoil a shot when taping in the great outdoors: a car horn tooting, a dog barking, a plane flying overhead, kids making faces in the background. Plus, I'm sure Wynne, not being a professional actor, flubbed her lines more than once. All that translates into a lot of takes. That means a lot of time. Surely the Premier could have allotted that precious time for more useful government purposes, such as deleting emails. (Note to Liberal legal department: that's just a joke, so please don't sue me!)