Canada PoliticsGetting to know Ontario Premier Kathleen Wynne: Liberals release new unorthodox ad
Is it a campaign ad or is it a dating profile?
The latest Ontario Liberal Party advertisement is unique in that it's not your typical 'we're great, opposition is bad' campaign-style offering.
The ad, released Wednesday and published on YouTube, features Premier Kathleen Wynne, running and telling viewers things they might not know about her.
Communications consultant Gerry Nicholls says that the ad will help define Wynne — who is still a relatively new premier.
"A lot of Ontarians probably still don’t know her. She’s something of a question mark in the minds of voters," Nicholls told Yahoo Canada News.
"The purpose of this ad therefore is to help define the 'Wynne brand.'
"The Liberal hope this type of messaging will convince voters that Wynne is regular, hard working person just like them. And yes, it’s a good strategy. The chief maxim of politics is define or be defined."
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Political communications expert Marcel Wieder says that, beyond the peculiar nature of the commercial, the strategy behind it is actually a good one.
"It is a dating style ad," Wieder, president of the Aurora Strategy Group, told Yahoo Canada News.
"Voters need to see and understand who Kathleen Wynne is. Strip away the veneer of being Premier and you see a genuine person running in the country and running uphill, a subliminal metaphor for who she is. It is the perfect contrast to Tim Hudak and Andrea Horwath. It makes Wynne look human, confident and in charge without having to rely on props or special effects."
Wieder continued:
"The soft rhythmic music draws the viewer and the fresh rain on the road is almost a symbolic cleansing away of the past. Since television is an emotional medium this ad should connect well with women and seniors, two key constituencies for the Liberals.
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"This ad is not your typical political ad that promotes a specific policy or point of view and therefore should penetrate with voters. It feels genuine and not contrived in contrast to the early ads that Tim Hudak had with him and his family. If Wynne is able to connect with voters using this approach she should do well."
What do you think of the add? Let us know your thoughts in the comment section below.
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