Monday, February 28, 2011

Reviewing the (new) Conservative TV spots

The Conservatives have come out with two new ads; one I  like a lot, the other less so.

Let's start with the ad I think works very well:

This ad works because, unlike other Tory attack ads, it sticks to issues and doesn't go after Michael Ignatieff's character.

Plus, rather than taking on a bunch of issues it focuses on one main idea: Ignatieff wants to raise taxes. It then reinforces the message with a few strong examples in a visually interesting way.

It also helps advance the Tory narrative about the Liberals wanting to force an unwanted election.

This is the kind of ad that will both motivate the Conservative base and drive down the Liberal numbers with casual voters.

Score: 8 out of 10.

The next ad is more positive and less effective.

You get the feeling the Tories just put this together to offset criticism about all their negative stuff.

Anyway, this ad is pure saccharine hokiness. Kind of stuff that makes jaded, cynical observers (aka me) want to puke.

That's not to say hokey can't work in politics, it certainly can work, but  not in this particular ad.

The biggest problem with the spot is its narrator: Prime Minister Harper.

After all, let's face it, Harper is a competent leader and a smart tactician, but a great communicator, he aint.

Harper just can't connect with voters on an emotional level; he doesn't inspire people. In short, he is no Ronald Regan.

So why play to your weakness? Why have Harper narrate the ad? Why not go with a professional announcer?

Plus as the narrator Harper can't brag about himself! This makes the ad somewhat flat.

And finally, there is just too much feel good pontificating before you get to the actual gist of the ad: Things are OK don't mess things up.

The message, in short, gets lost in the all the feel-good flag waving.

Score: 5 out of 10.


Anonymous said...

I would imagine that the second ad is designed to appeal to women voters. Just a guess though.

wilson said...

Well, as a women voter, it works for me.
I happen to really like the sound of PMSHs voice, pics of kids and flags and jets.

The first ad is a winner.
Nasty ads are oh so 2010.

Anonymous said...

I am a women voter also, and I like PM Harper,and how he is running the country. Hearing his voice in the ad makes me feel safe, from the big, the bad and the ugly on the left and over there at the CBC.(watch them smear and slam it tonight on P&P)
Wonderful Prime Minister and a beautiful family. I can finally feel PROUD of my country.This ad brought tears to my eyes. 10/10.

Anonymous said...

I don't like the narrator of the first ad who seems to be in a lot of the ads. He is too smarmy or something.

I think the He didn't come back for you is getting a little tired.

The second ad is like an old Liberal ad when patriotism was stressed. I love the fly pasts, but will progressive voters think of war and the new jets on order? I does stress Harper's love of this country which is good. I remember someone asking him if he loved Canada a long time ago and he came up with a hesitant answer.

By all means show he is a family man!

Anonymous said...

I don't like the narrator in the first ad as his voice, especially at the end, is too slick and smarmy. He seems to be in a lot of the conservative ads.

I think the "he didn't come back for you" is getting a bit tired, especially if Harper's slogan is "here for Canada".

I like the patriotism stressed in the second ad, which is ironic as the Liberals used to drape themselves in the flag all the time.

I liked the fly past, but will it remind progressive voters of war and the jet purchases in the future? By all means stress that Harper is a family man - as a woman voter I like the ad.

bertie said...

Boy anonymous,"I remember someone asking him if he loved Canada a long time ago and he came up with a hesitant answer".What a pile of crap.If that is the best you can do,why in hell comment.I remember someone saying a long time ago that anonymous was a fool and borderline idiot.Does that make you feel better about your remarks.If you have something to say about PM Harper that is not second hand or hearsay,say it,but don,t make a fool out of yourself telling long time ago stories.Both of these ads get 10/10 from me.

Anonymous said...

Makes you want to puke???
Jealousy really is so unbecoming.

Anonymous said...

Did you ever hear the old saying...Your dammed if you do and dammed if you don't?
Fits in here, and over on the dark side at CBC. The part with the snowbirds flying overhead on Canada day is in question.HOW MUCH DID THAT COST TAXPAYERS,asks Liberal Susan Smith. Typical.Lets face it. Nothing the Govt. does will ever satisfy a Liberal. Their broke and can't afford ads. That never ending bus took all their money. Now they have t-shirts and the CBC to do their attacking. pathetic really.All they are good for, is pulling out old BS to create false impressions of CPC, hoping for votes. Canadians are really sick of them.

Anonymous said...

The self-described females here are almost parodies of themselves. Universal suffrage may not have been such a good idea.

Anonymous said...

I like the second ad more.

Alberta Bob

Anonymous said...

None of the ads will matter without earned media. They are just money down the toilet without a media echo chamber to reinforce the message.

Anonymous said...

Both ads are excellent, I really like the tag line on Iggy: he didn't come back for you. That will stick like warm oatmeal to your beard. The second ad is designed for the soft vote and puts Harper front and centre as the subject to those not politically engaged but still interested in the direction of the country. (real conservative)

Anonymous said...

Why have Harper narrate the ad? Because we have watched him progress in the last decade from a stiff intellectual to the warmer, more charismatic personality who is now our Prime Minister. His competent narration makes it personal and intimate. Even if you can't stand emotional or inspiring things, you don't need to be so rude. Give the man some credit. The ad wasn't meant to have a coherent message -- it was meant as a a patriotic, feel-good ad.

Anonymous said...

I am a woman and a conservative but can't stand commercials featuring Harper and his cutsey woosty family. He's kinda creepy. Did you really cry girl? That's hilarious.

Anonymous said...

this blog is neo-con US style brainwashing
and its sucking a lot of gullible Canadians