Article content

With just days to go before the starting gun fires on the 2019 election, the two realistic contenders for power have released their campaign ads and slogans.

As indifferent Canadians across the country pull the curtains, lest they be visited by local candidates, the parties are hoping that their message will punch through to a reluctant electorate in advertisements during American Ninja Warrior.

We apologize, but this video has failed to load.

tap here to see other videos from our team. Try refreshing your browser, or John Ivison: Vapid federal election ads unlikely to inspire indifferent electorate Back to video

The slogans are typically vapid, designed to make the viewer feel like they are party to a momentous event – Obama urged his supporters “Forward” in 2012; Tony Blair said “Forward, not back” in 2005; Justin Trudeau has now opted for “Choose Forward”. You can see a pattern here – not least that they succeeded in re-electing the incumbent leader.

However, as a spur to action and noble self-sacrifice, it is no “Once more unto the breach, dear friends”. The progressive leader who has been in power for four years is robbed of the favourite campaign bromides – “hope” and “change” – and is obliged, therefore, to keep it vague and positive sounding. Not for Trudeau, the vow offered by one Filipino politician: “I’ll do my best but I can’t promise anything.”