PR pros offer smart analysis of election adverts

In today’s issue of the Globe and Mail, several PR pros offer some interesting insights into the advertisement spots running during this election. If you want to have a look at the story, here it is.

Helen Pak, CEO and chief creative officer at ad firm Havas Worldwide Canada

“We’re hearing about Stephen Harper from what seems to be real people. But the delivery, for me, didn’t come across as authentic. When a real person is talking on camera, there are natural pauses. The delivery isn’t perfect. Those lines were either fed to them, or perhaps they actually said them but were directed to say them over and over again. With this documentary-style storytelling that we see more and more of in ads, people are savvy. They can spot authenticity and see when it’s not authentic a mile away. That’s not the impression you want to give.”

John Crean, national managing partner at National Public Relations

“Notice that they don’t refer to the Liberals, they refer to Justin. And they refer to the NDP, not to Mulcair. They’re trying to create brand imagery around the others. It’s very intentional that it’s not “Mr. Trudeau” or “the Liberal Party.” It’s part of the image of the young, inexperienced guy. They’re using “the NDP,” not “Mr. Mulcair” or “Tom.” When it comes to economic management, Mulcair could be argued to have a better sense of how to be a good economic manager, while the NDP has a pre-existing narrative as left-wing, socialist, spenders. The Conservatives would be trying to reinforce that. … It’s surprising to me, entering into what they call a “technical recession,” that they could continue to use the economic platform as a selling point. They’re making a big bet on the economy as the most important consideration.”

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