‘Who is Pierre?’ Conservative ad blitz aims to re-introduce Poilievre to voters
Global News
A kinder, gentler image of Conservative Leader Pierre Poilievre will be on display in a $3 million ad blitz set to launch on Tuesday.
The Conservative Party is set to launch a major advertising blitz aimed in part at introducing a more personable side of Pierre Poilievre to Canadian voters.
The campaign, set to launch Tuesday, includes three TV ads as well as digital and print spots, and is expected to cost more than $3 million over three months.
The Conservatives have been test-driving a new style for their leader over the summer, and the advertising — shared with Global News by a senior Conservative source who declined to be named — projects a kinder, gentler image of a man known in Ottawa circles as a sharp-elbowed partisan.
One of the three new ads — dubbed internally as “Who is Pierre?” — features a voiceover by Poilievre’s wife, Anaida, set against images of the Conservative leader playing at a park with his young children.
“Who is Pierre Poilievre? Many know him as the common-sense leader the country needs,” the script reads, before launching into how those close to Poilievre — his parents, children, and wife — understand their man.
A second ad features Poilievre putting together a puzzle of Canada with one of his children. Poilievre provides the voiceover, suggesting that “everything feels broken in Canada” before he succeeds at putting the puzzle back together.
“Unaffordable, unsafe, divided. But we can put the puzzle back together,” Poilievre said.
The price tag and the length of the campaign — $3 million and three months — make it a significant ad buy outside an election period. But despite their lead in the polls, the source said they don’t have the luxury of knowing when the Liberal and NDP deal to keep this minority Parliament alive will end.