In duelling TV ads, NDP and Conservatives try to define Poilievre to union voters

New Democrats and Conservatives have both launched television ads that attempt to define Tory Leader Pierre Poilievre to union voters, a group politicians see as having increased power in the next federal election.

New Democrats and Conservatives have both launched television ads that attempt to define Tory Leader Pierre Poilievre to union voters, a group politicians see as having increased power in the next federal election.

The commercial the New Democrats launched across the country last week featured union leaders describing Poilievre as a career politician who "has never been a worker and never stood with workers." Images include shots of party Leader Jagmeet Singh on picket lines in various locales throughout the country.

The Conservatives countered that attack on Monday by releasing an ad of their own. Theirs argues Poilievre will bring a new beginning, "where hard work is rewarded, where there's affordable food, and a home in a safe neighbourhood where everyone gets a fair shot at a good life."

After showing images of late-night workers such as nurses, servers and truckers, the Conservative party ad closes with a tag line: "after the night, no matter how long or dark, comes morning" as Poilievre appears on screen, smiling in a field at dawn.

They also launched an accompanying radio ad attacking Singh for keeping his supply-and-confidence agreement with the minority government, as Tories continue to blame Liberal policies for increased national crime, a shortage of housing and long lines at food banks.

New Democrats have used the deal to push forward initiatives such as dental care and pharmacare and a federal ban on replacement workers during a strike, the latter of which passed with all parties support. When it comes to the cost of living, the NDP blame corporate greed and wage suppression, which they argue has flourished under Liberal and Conservative governments.

Federal parties have ramped up their efforts to court union votes as the labour movement experiences a renaissance, said George Soule, former NDP communications director, who is now a principal at the strategic communications firm Syntax.