The Conservative Party has quietly released a new negative attack ad against Liberal leader Justin Trudeau.
Here's the radio ad which is now playing in select markets across the country.
With the ad, thee Conservatives continue with their theme — which they started the night Trudeau won the Liberal leadership — about him being "in over his head."
Political communications consultant Gerry Nicholls says it's an effective strategy.
"The ad hits the right tone and delivers the strategically correct message," Nicholls told Yahoo Canada News.
"The easiest way to degrade Trudeau’s brand is to cast him as a lightweight who can’t be trusted to manage the economy. That’s what this ad does."
So far the attacks haven't paid off with regard to the opinion polls.
But sustained themed focus attacks eventually worked against former Liberal leaders Michael Ignatieff and Stéphane Dion — maybe it will work with Trudeau?
The Trudeau Liberals have employed a different tactic with their latest ad, released last week.
Titled 'Real Priorities', the video — published on YouTube — features leader Justin Trudeau telling Canadians about his desire to help Canada's middle class. In it, the Liberal leader stays pretty positive.
While Nicholls discreetly lauds the Liberals for staying positive, he doesn't think it's a good ad — at least not from a communications perspective.
"First off, the ad starts with Trudeau telling viewers the Conservatives are saying he doesn't have the right priorities. That doesn't make sense to me. I mean, why repeat a Conservative attack? Imagine a car company airing a TV ad that began: 'Our competitors say our car is unsafe, but let us tell you...' It's just a bad move," Nicholls wrote on his website.
"Next, Trudeau utters a series of negative statements: He won't be indifferent to retired people, he won't shrug at unemployment, he won't shrug off lower middle class wages. This is a mistake because, simply put, it's bad communication strategy to state ideas in the negative. When you say, 'I'm not a crook' the primitive subconscious mind, which doesn't do well with negatives, only hears, 'I'm a crook.'
"The lesson from all this is that just because a political ad is positive, doesn't necessarily mean its good."
Which ad do you think is more effective?
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- Justin Trudeau