Branding expert says using kids to make your point can be dangerous

VANCOUVER (NEWS 1130) – The latest NDP attack ad isn’t going over well with some pundits.

The commercial features children reading emails the New Democrats say show Conservative leader Stephen Harper knew more than he’s saying about the Mike Duffy spending scandal.

A branding expert says using kids to make your point can be dangerous.

“It’s almost child labour. You’re using child labour to try to get across a message,” says marketing consultant Tony Chapman.

“I think it takes it too far. I don’t think it’s the kids’ job to publicly declare what, if anything, the prime minister of Canada or his assistants did that was right or wrong.”

Chapman feels the ad has the potential to backfire. “Now we’re dragging kids into this whole nasty American-style politics? I think there’s going to be quite a few people who will take offense to that.”

He also says the ad is far too long and few people will stick with it, so it’s unlikely voters will watch it and get the message.