Tuesday, September 8, 2009

Liberal Ads: Could they have done better?

This past weekend the Liberals released a series of pre-election ads (go to http://www.liberal.ca/ to have a look). The launch was accompanied by a message from National Director Rocco Rossi which described the ads as follows:

"This week, the Liberal Party will begin airing a series of powerful new television ads that highlight Michael Ignatieff’s vision for Canada. The message: we can do better."

I am still trying to make my mind up on these ads. As the Globe reported yesterday, the approach and tone differs between English and French. I have no issue with that - tailored marketing is normal practice.

I guess what I am struggling with is whether the ads - particularly the more general English ones - are going to help me or anyone else frame the all-important ballot-box question.
  • Have they told me why I am about to vote...again? No.
  • Are the ads "powerful", as Mr. Rossi wrote? Uhm, not so much.
  • Does any of that matter today, in a pre-writ period. Probably not.

There will be time for each party to frame and tell their story, define their value proposition, and make their case to Canadians - but not too much time. And I guess that's what troubles me about the ads.

The Liberals had time - time to give their leader visibility, tell his story and articulate his vision. I am not sure it was used well enough to allow these ads to be what they should be, which is a decisive jump out of the blocks. Time will tell.

Oh, and don't get me started on the tag line "We can do better"...


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