Everything adds up. Or should I say: everything is about ads… correction, TV ads.


The Canada’s federal campaign hasn’t started yet, at least formally, but the ads are running, plenty of them, trying to position a difficult-to-sell product nowadays: politicians.


Mr. Harper, the proven leader, as he is called in the Conservative TV ads, is being portrayed as a solitary leader who works late -and alone- to ensure Canadians are doing well and safe.


The only thing is that some images are taken from a production line of a car company that has decided to close a plant in Ontario. Was this a pre-meditated decision? Hard to see the logic of promoting growth with a plant that just announced layoffs.


Well, I think that the conservative Oshawa riding candidate should be looking right now for a hole where to hide him or herself.  They would come out to the surface in the fall.


Certainly Mr. Trudeau doesn’t care that much for the rich – or at least the wealthiest people in Canada–and Mr. Mulcair neither. The son of the late former Liberal Prime Minister Pierre Trudeau, may be right in his intent of discarding the wealthiest if you considered they are part of the famous or infamous 1% of the population.  Just 1 %.


And that brings the conversation on Mr. Mulcair, the guy who in his TV ad sits alone in a regular coffee shop table speaking about redeeming the middle class and presenting himself as coming from that important (electoral) segment of the potential voters.


In short… it is not about politics and policies but about mass marketing strategies to start fishing for votes in the next federal elections. Some may say it is too early to start that game, other may think –the conservatives to be exactly- that is better to use a fish stick rather than a casting net.


Experts debate that the parties that are not in power are trying to capture the interest of those who don’t vote (the 40% roughly that did not cast a vote last time). This is the same failed approach that led them to reconfirm Mr. Harper in power in the last two elections.


Meanwhile Mr. Harper seems to be very confident about his strategy.  So much so, that he will not  budge and attend the national TV debate with the other two political leaders. His team may have be advising him that the NDP and the Liberal party are too far behind in the race and that they have no chance of winning. But, pay attention to Mr. Mulcair. Both Liberals and Conservatives should be starting to aim their ads at him soon, since it looks like his policies are gaining momentum in the polls.  Let’s see what fall holds for us and keep watching the ads until then.


* Colombian-Canadian journalist. Editor in Chief of Correo Canadiense, based in Toronto.