Trudeau’s photogenic snaps part of strategically planned brand

A photo of Prime Minister Justin Trudeau running past a group of students along Vancouver’s picturesque seawall this weekend appears to be more of a strategic move than a spontaneous moment.

The snapshot, taken by Trudeau’s official photographer Adam Scotti, shows him sprinting past a group of unsuspecting teenagers, wearing running shorts. The moment made international news, with many outlets describing it as a photobomb, which technically it wasn’t. As Maclean’s magazine argues, in order for it to be considered a true photobomb, Trudeau would have to be posing without the subjects of the photo knowing he was there. In other words, photobombs are most often the product of spontaneity and serendipitous circumstances, not choreographed with a professional photographer.

In the photo’s accompanying summary on Instagram, Scotti explains that the snap was part of “a little side project to document the places we go and the runs we go on,” which means the Prime Minster was aware of the camera.

It’s the latest seemingly organic moment that works in favour of Trudeau’s brand of being a spry and youthful leader. Last April, when Trudeau flawlessly answered a question about quantum computing at a University of Waterloo press conference, many suspected it had been staged. (Trudeau’s press secretary later denied the claims, though Trudeau told the media he was “really hoping” someone would ask him about quantum computing.)

Despite how much strategy is put into Trudeau’s public image—and images—it seems to be working.

Daniel Tisch, CEO of Argyle Public Relationships, says the way Trudeau uses his image is considered advanced for the political world.

“While most politicians are just getting comfortable with Twitter, Justin Trudeau is the Instagram Prime Minister,” he tells Yahoo Canada News. “That connects well to his political brand and the audiences he’s trying to attract and retain…he’s also trying to differentiate himself from current and future opponents. ”

Trudeau’s brand tends to balance his work, fun and family commitments—and that isn’t far-fetched for most people who use social media.

“It’s a version and vision of his life that’s carefully curated,” says Tisch. “I’d argue that it isn’t very different than the way most people use social media.”

The use of image to build a political brand is a concept that’s as old as photography itself. US president Franklin D. Roosevelt was adamant about being photographed behind a desk, to conceal his disability. A famous photo taken by a Richard Nixon’s press photographer shows him walking along the beach with his shoes and socks on. In a highly publicized press conference, former leader of the opposition Stockwell Day showed up on a jet-ski, wearing a wetsuit.

“When it goes wrong, the brand they’re trying to build looks inauthentic, it doesn’t look like it represents who they really are,” says Tisch. “It’s one thing if we know it’s staged and a little contrived, but is it credible? Does it represent who we believe this person is and who they seem to be?”