YouTube/Conservative Party of Canada A screengrab of Andrew Scheer in a new ad from the Conservative Party of Canada.

Federal Conservatives are seeking to raise the profile of their leader with a new ad that presents him as a friendly, familiar face at a neighbourhood park. And, following in the footsteps of other opposition leaders, the 30-second spot gives Andrew Scheer a chance to introduce himself to Canadians by name. Tories promoted the clip in a fundraising email Monday sent on behalf of Hamish Marshall, the former Rebel Media director who has been named the Tories' 2019 national campaign manager months after helping Scheer win the party leadership. "Millions of Canadians don't know Andrew – and we need to change that," Marshall said in a pitch to party members in which he lauded Scheer as a "devoted father of five" who is "true to his conservative principles, in politics and out." Watch the ad embedded below:

Marshall asked supporters to "chip in $38" to help get the ad on TV, presumably because Scheer is 38 years old. The clip shows a smiling, untucked Scheer talking about his middle-class upbringing as people sitting on benches interrupt him to say hello and children climb on playground equipment. "Conservatives want to see every Canadian succeed and prosper," he says. "So, the other guys can take their cues from the cocktail circuit and celebrities. I'll take mine from the grocery stores and the soccer fields. "That's who I am. That's who I'm fighting for." The quip about the cocktail circuit is similar to one Scheer used in his first speech to caucus after winning the Tory leadership last May.