Justin Trudeau's new escalator-themed ad is raising eyebrows on social media.

In the 29-second ad titled "Escalator: Harder to get ahead," Trudeau walks in place on a downward moving elevator, in what he describes as a metaphor for "What's happening to millions of Canadians in 10 years under Stephen Harper."

.<a href="https://twitter.com/JustinTrudeau">@JustinTrudeau</a> will invest in growth to end the recession, create jobs, and make life better for Canadians. <a href="https://t.co/0iWK45RWN4">https://t.co/0iWK45RWN4</a> —@liberal_party

This ad was produced by the Liberal Party of Canada. It is embedded here for informational purposes and does not constitute an endorsement by CBC News.

There were more than a few jokes on Twitter.

Trudeau walks up a down escalator in new campaign ad. Liberals plan controversial follow-up ad with him sitting backwards on a chair <a href="https://twitter.com/hashtag/elxn42?src=hash">#elxn42</a> —@22_Minutes

Trudeau says he will have a deficit - I assume there will also be some sort of escalator Clause <a href="https://t.co/CwfUKr7yay">https://t.co/CwfUKr7yay</a> —@markcritch

Oh, wow. Did Justin Trudeau have the band "OK Go" chroegraph this thing? <a href="https://t.co/c9J0VOU057">https://t.co/c9J0VOU057</a> <a href="https://twitter.com/hashtag/CDNpoli?src=hash">#CDNpoli</a> —@donlandrymedia

Many about not knowing how to climb an escalator.

So Justin Trudeau can't figure out how to use an escalator properly, but wants to be our PM? <a href="https://twitter.com/hashtag/elxn42?src=hash">#elxn42</a> <a href="https://twitter.com/hashtag/canlab?src=hash">#canlab</a> <a href="https://twitter.com/hashtag/cdnpoli?src=hash">#cdnpoli</a> <a href="http://t.co/fsasTKnQlK">pic.twitter.com/fsasTKnQlK</a> —@DBrabblerouser

A good political ad shld work w the sound off. All new Lib ad tells me Justin Trudeau does not know how to use an escalator <a href="https://twitter.com/hashtag/sawanad?src=hash">#sawanad</a> <a href="https://twitter.com/hashtag/elxn42?src=hash">#elxn42</a> —@AlexCallahan

And the need to respect escalators.

When I was a kid, my parents always scolded me harshly for walking up the down escalator. Very dangerous. Trudeau: wrong for our kids. —@JJ_McCullough

Stephen Taylor, a conservative political consultant, noted another time Trudeau had escalator troubles.

Turns out Justin Trudeau doesn't know how to work an escalator. <a href="https://t.co/RxUm1JQB1F">https://t.co/RxUm1JQB1F</a> —@stephen_taylor

Another suggested that the ad presents a possible election alternative.

<a href="https://twitter.com/InklessPW">@InklessPW</a> The candidate who has the most fun on an escalator wins. If that's not a rule it should be <a href="http://t.co/0c3tLGAvv5">http://t.co/0c3tLGAvv5</a> —@ShawnGoldwater

The ad did have its fans.

Saw this and thought it was effective. It’s the first time, I think, that Trudeau doesn’t go too drama teacher-y. <a href="https://t.co/C6VXcasSoo">https://t.co/C6VXcasSoo</a> —@LoopEmma

Not a Trudeau fan. But the escalator ad is pretty great as far as political ads go. —@chorkins

And its detractors.

An escalator going backwards is a good analogy for public spending. Want to go faster? Reduce taxes! <a href="https://twitter.com/hashtag/Trudeau?src=hash">#Trudeau</a> <a href="https://twitter.com/hashtag/elxn42?src=hash">#elxn42</a> <a href="http://t.co/Gv6khHGFXy">pic.twitter.com/Gv6khHGFXy</a> —@libjim

But it could have been worse.