The New Democrats have released their first TV ad featuring newly-minted leader Thomas Mulcair, with the clear goal of strengthening his image in Quebec and branding him as a warm and engaging successor to Jack Layton.
In the ad, which is in French, Mulcair rolls up his sleeves, puts his hands on his hips, and pledges that an NDP government would listen to Quebecers and create a greener and more prosperous economy.
"It is possible. We have a vision, a goal to build a future together," Mulcair says, speaking in French.
Mulcair, who is often viewed as a hard-nosed and sometimes angry politician, is portrayed in the ad as warm and engaging -- characteristics that made Layton popular in Quebec and within the party as a whole.
Layton led the NDP to its "orange crush" success in Quebec in the last election, which vaulted the party to Official Opposition status and knocked the Liberals down to third place.
Layton, who died of cancer last August, was also known for sporting rolled-up sleeves, which enhanced his image as a leader who was willing to get down in the trenches and fight for Canadians.
CTV News Channel's Mercedes Stephenson said the new NDP ad appears to invoke the spirit of Layton in a number of ways.
"He's got a big smile, he looks very friendly, the way they've positioned him in the ad is very clearly attempting to try and capture that feeling of warmth with the voters, friendliness, the idea that we're all in this together, language that Layton liked to use," Stephenson said.
"It worked for them before and everyone knows he's not going to be a second Jack but everyone's hoping for somebody who can duplicate his attraction, especially in Quebec."
