In their first on-air salvo against Doug Ford the Ontario Liberals are going personal — attacking the Progressive Conservative leader’s policies and values.

The provincial Liberal party says its spending its entire $1 million pre-writ ad-buy attacking Ford. The ads will start airing on TV, radio and digital and social media on Monday.

The Liberals are pulling out all the stops to try and reverse Wynne’s rock bottom popularity and poor results in the polls. The ads are the clearest sign yet that the campaign will start off in the mud and stay there until voters cast their ballots on June 7.

READ MORE: Wynne challenges Ford to three debates before Ontario election

In a technical briefing not for attribution, senior campaign officials described the ads as a one-two punch against Ford’s policies and his values. For example, a TV ad will report Ford’s comments on a home for children with autism. The goal, the senior officials say, is to point out Ford’s controversial comments to people who don’t know them.

“It’s all about showing people who the real Doug Ford is,” Liberal MPP and campaign co-chair Deb Matthews told reporters afterward.

The ads attacking Ford’s values don’t have a voiceover but play to an eerie music soundtrack. And media quotes attributed to Ford pop up on screen.

“Doug said: It ruined the community,” the ad reads. “My heart goes out to kids with autism, but no one told me they’d be leaving the house. If it comes down to it, I’ll buy the house myself and resell it.”

The takeaway according to Matthews is that Ford is “very clearly someone who doesn’t care about people with developmental disabilities.”

The Progressive Conservatives say the attacks show the Liberals have nothing else to run on.

“The Liberals have taken so much from Ontario taxpayers that they have nothing left to offer other than fear and smear,” Spokesperson Melissa Lantsman said in an emailed statement. “We will keep campaigning for the people, and against Kathleen Wynne’s 15-year record of waste, corruption, abuse and mismanagement.”

Matthews rejected the suggestion that going on the attack so early in a campaign showed the Liberals’ desperation.

“It’s not desperate, this is a campaign, campaigns matter,” she said.

Liberal campaign officials say their research shows Ontarians don’t know Ford’s history. And they’re banking on the fact that voters will be swayed by the comments.

The officials attacked Ford as a poser and say the ads will show that. The ads will play where the most eyeballs are — for example, during the NHL playoffs.

The Tories also have several ads out. However, they do not appear to be personal attacks. Playing only on Facebook, most of the clips are from Ford’s unity rally held in Etobicoke just after his leadership win.

The videos start with cheers of “Doug! Doug! Doug!” and repeat the messages he’s used many times before in interviews. For example, “the party with the taxpayers’ money is over” and “we can all go down to the border and put that big neon sign up and say ‘Ontario is open for business’.”

Matthews said the ads focus squarely on the Progressive Conservatives and ignore the NDP because at this stage it’s a “two-way race” and “the choice will be Doug Ford or Kathleen Wynne.”

Late Friday the NDP sent a statement calling the Liberal ad campaign an “angry, desperate ad that definitely doesn’t give people any reason to change their minds and vote for [Wynne].”

The NDP have one ad playing on Facebook.

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