Tory, NDP ads target working class

Parties try to define Poilievre as labour issues likely key in next election

- MICKEY DJURIC AND SHARIF HASSAN

Federal Conservatives and New Democrats agree on very little, but a point of consensus has emerged in recent months — labour issues will play a key role in the next election. Both parties have launched TV ads that attempt to define Tory Leader Pierre Poilievre to union voters, a group politicians see as having increased sway.

The NDP commercial launched Canada-wide last week is clearly targeted at its traditional base of rank-and-file union members. It features labour leaders describing Poilievre as a career politician who “has never been a worker and never stood with workers.” Images include shots of NDP Leader Jagmeet Singh on picket lines in various locales throughout the country.

The Conservatives countered that attack on Monday by releasing an ad of their own. Theirs argues Poilievre will bring a new beginning, “where hard work is rewarded, where there’s affordable food, and a home in a safe neighbourhood where everyone gets a fair shot at a good life.”

After showing images of late-night workers such as nurses, servers and truckers, the Tory ad closes with a tag line: “after the night, no matter how long or dark, comes morning” as Poilievre appears on screen, smiling in a field at dawn. They also launched an accompanying radio ad attacking Singh for keeping his supply-and-confidence agreement with the minority government.

Both messages appeared to resonate with attendees at Toronto’s annual Labour Day parade, where participants said they’ll be paying attention to promises and actions from both sides.