High concept ads for the Tories.

This week I joined the Conservative Party. I figure if I'm going to grouse and whine about the Liberals, I should also work within the system to help get rid of them. I worked in the Alliance campaign in my riding (Pontiac-Gatineau-Labelle) during the last election and we managed 14.5% of the vote. I think this was the best Alliance result in Québec. In a threeway race with the Liberals and Bloc, this time we might even have a chance to win it.

But it's going to be hard to win anything if the party leadership continues to send out the type of message they've been sending out lately. The National Post has an editorial today about the lack of professionalism in a batch of recent radio spots. I haven't heard any of them, but they sound pretty bad. During the last election I would often wince at some of the crude messages coming from the Alliance. What the party needs is a fresh theme for the upcoming election, and in the hopes of getting rid of the Liberals, I offer one here free of charge.

The central metaphor of the campaign must be Spring Cleaning. The phrase itself will never be used because it's somewhat trite, but the imagery and language of a tough and thorough renewal of a house is what will be presented to the public. TV ads will pan over grimy sinks and showers, cobwebs on the ceiling, and giant dust bunnies under the furniture as voice-overs list the various Liberal boondogles. Grimy windows in a dusty room will be opened to bright sunlight as proposed Tory parlimentary democratic reforms are explained. Photos of candidates will show them in work clothes posing with various cleaning tools, ready to clean up the mess.

There are three main benefits to this campaign as I see it. The first is that it loosens up people's attitude towards the party. One of the stigmas the Alliance (and now probably the Conservatives) has never been able to deal with is the public perception that they are a bunch of angry humourless rednecks. It's very unfair, but it's been near impossible to shake. Having the party leader on a billboard wearing overalls, rubber gloves and holding a scrub brush will help.

The second benefit is that the metaphor is perfect to depict corruption and what you have to do to get rid of it. Corruption isn't something that happens overnight. It takes time for people in power to grow complacent and cynical, just as it takes time for crusty filth to build up under the stove elements. And the solution to corruption is not to give things a quick wipe and brush the dust under the carpet (as PM Paul is attempting to do), but it's a tough job that requires elbow grease.

The third benefit is that it's difficult to argue against a metaphor. Words can be answered, images can't. The best the Liberals could do would be to try to say their house is clean already -- which most voters (even die-hard Liberals) would find laughable.

So there you go. Party bigwigs, your choice is to take my ideas and win, or take the more familiar stiff, gruff, and earnest approach and lose. I've got more ideas for this campaign that I don't want to make public, so contact me for more information.

And for filming the commercials? I've got some great location shots here at my place. I can help in so many ways.

Posted by Bruce Gottfred at February 28, 2004 12:04 PM | TrackBack