Article content

Here’s what we know about Campaign 2015, already under way: The ad war will go on and on, and on. It’ll be ugly, no-holds-barred. It’ll be maddeningly manipulative, hugely expensive and impossible to avoid, whether on your phone, tablet, desktop or TV. And you, dear reader, will bear much of its cost.

What leaps out off the top about the cluster of new ads released earlier this week, including spots from each of the major parties and some by third-party partisans, is the general slickness of the product. These ads are brief, typically not more than half a minute; they are expensively produced as well. Gone are the days of, from the Liberals, blurry video shot on a staffer’s cell phone, or from the Conservatives, circus music, sparkles and other production parlour tricks.

We apologize, but this video has failed to load.

tap here to see other videos from our team. Try refreshing your browser, or Campaign ad war has begun — with public paying much of the cost Back to video

That said, these ads are notable for the paucity of new ground they cover. The two Tory spots are no more or less than you’d expect; one lauding Prime Minister Stephen Harper’s seriousness and experience, which could have been lifted straight from the 2011 campaign; and another, a straight-for-the-jugular attack on Justin Trudeau’s fitness to lead.

The attack ad has led some to suggest the Tories have softened in their approach to the Liberal leader. I don’t get that. The jab about Trudeau’s including his photo with his resume, the condescending tone, the parting shot about his “nice hair,” are all of a piece with earlier Conservative attacks, just better produced. The party’s messaging strategy has not budged an iota from a year ago, or two years for that matter.