The ads are an attempt to boost his image at a time when Poilievre approaches his one-year anniversary of becoming Conservative leader.
"Everything feels broken," Pierre Poilievre says in a voice-over as the shot tightens in on the federal Conservative leader's face as he appears to be concentrating on sorting the pieces in his palm.
Kate Harrison, a vice-chair at Summa Strategies and party activist, says the ad campaign is a way for the party to define Poilievre before the federal Liberals do it in a way that suits their political fortunes come election time. The party insists the ad campaign, shot months ago, is not about introducing a new version of the leader who first became a member of Parliament nearly 20 years ago and quickly developed a reputation as a partisan attack dog. Rather, they view it as amplifying the man those closest to Poilievre know him to be.
Research shows that in general, female voters tend to gravitate toward leaders with a gentler, less brash tone, said Philippe Fournier of 338Canada.com, which publishes a statistical model of electoral projections based on polling, demographics and elections history. "If we broaden the scope and think about policies that impact women, certainly the economy does," Paradis added.
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