With his profile among Canadians still relatively low, Conservative leader Andrew Scheer has released a new advertisement online.
The ad comes as surveys show Scheer’s popularity lagging behind both Trudeau and Singh, though his disapproval rating is also lower than Trudeau’s.
It’s a critical moment for any new leader, as they risk being defined negatively before they have a chance to appeal to more Canadians.
The ad is clearly an attempt to further show a contrast between Scheer and Trudeau, emphasizing Scheer’s middle-class background.
The ad is called “Why I’m in this,” and can be viewed below:
Watch this. It’s why I’m here.
My life growing up was a lot like other Canadians. I had a paper route, my mom was a nurse, and my dad worked for the newspaper. We didn’t even have a car.
Canadians need leaders who understand the challenges they face. pic.twitter.com/t3KQT6yJda
— Andrew Scheer (@AndrewScheer) January 10, 2018
If you have trouble viewing the video, click here.
Middle class appeal
The ad is a clear appeal for middle class support, as indicated by the wording used in Scheer’s tweet about the ad:
“Watch this. It’s why I’m here. My life growing up was a lot like other Canadians. I had a paper route, my mom was a nurse, and my dad worked for the newspaper. We didn’t even have a car. Canadians need leaders who understand the challenges they face.”
Whether the ad makes a difference remains to be seen, as Scheer has struggled to gain attention in the chaotic and image-based media environment that increasingly surrounds politics.
Spencer Fernando
Photo – Twitter
