The Conservative party released two new ads this week slamming NDP Leader Jagmeet Singh as a “traitor” and blaming him for rising crime, home prices and the cost of living across the country.
The ad, which came as the Conservatives try to wrest Manitoba seats from the NDP, questions why Singh is keeping Prime Minister Justin Trudeau in power at a time when national polls show the Liberal minority government remains unpopular among Canadians.
The New Democrats struck a political pact with the Liberals in 2022 to secure the party’s support in key votes in the House of Commons in exchange for progress on shared priorities such as pharmaceutical benefits and dental care.
Conservatives have suggested Singh is sticking with the deal to secure his parliamentary pension, which he will become eligible for in October 2025, when the next federal election is due to take place.
The ad features real-life photos of Singh wearing a luxury watch, carrying a Versace tote bag and driving a BMW.
The catchphrase was “Shin the traitor. He will receive his pension, and you will pay the price.”
The ad also mentions that Singh attended a private school in Beverly Hills as a child, but fails to mention that the school was in Beverly Hills, Michigan, not Beverly Hills, California.
Asked whether the lack of clarity about Mr Singh’s educational background was a mistake or deliberate, a Conservative spokesman said the ad’s wording was accurate.
“He attended an expensive American private school in Beverly Hills,” the spokesperson said in an email.
The NDP claims the ads are dishonest.
The Conservative Party said the adverts were running in various constituencies across the country, but did not provide further details.
A 15-second version of one of the ads has been running on Facebook and Instagram in British Columbia, Ontario, Manitoba, Alberta and Nunavut since mid-June, according to Meta’s Ad Library.
The NDP called the ad a “disingenuous personal attack” that sought to contrast Singh with Conservative Leader Pierre Poirierbre.
“The truth is, in their 20s, Pierre Poirierbre was saving up a multimillion-dollar parliamentary pension while Jagmeet was working minimum wage to support himself and his teenage brother,” said Anne McGrath, chief of staff to the NDP leader.
“That’s what motivates Jagmeet to fight for lower food prices, affordable housing and dental care.”
In an interview with CBC News, Singh was asked about the ad and said he has been open about some of the hardships he has faced in his life.
“I’ve been really honest about my life, the kind of life I’ve had, the challenges I’ve overcome,” he said.
“It was tough, but I got through that very difficult time. If I was facing a similar cost-of-living crisis now, I don’t think I would have been able to get through it.”
In the ad, the Official Opposition attacks the NDP’s record of voting in line with Liberal policies, which the Conservatives accuse of making people’s lives “miserable.”
“Singh, a traitor, is at odds with hardworking Canadians who struggle to pay for gas, food and housing,” the Conservative party said in a statement.
“He helped Prime Minister Trudeau raise the carbon tax four times and double house prices. He supports Prime Minister Trudeau’s conscious and censorship policies.”
In an attempt to turn the situation around, the New Democrats point to Poirievre’s record, saying “he voted against the federal minimum wage, cut CPP pensions, raised the retirement age and voted to take dental care away from children and seniors.”
Poirievre is focusing on finances as his party maintains a sizable lead over the Liberals in opinion polls that also show support for the NDP stagnating.
Conservatives aim for union votes
Under Poirievre’s leadership, the Conservatives have stepped up efforts to win the support of unionists who have traditionally supported the New Democrats.
Some national trade union leaders have warned their members against supporting Poirievre, going so far as to say that while he borrows from the labour movement, he is a threat to workers.
“To Poirievre’s credit, he’s toned down the tone and got the message right to speak directly to workers,” said Fred Delorey, who ran the Conservatives’ 2021 election campaign under Leader Erin O’Toole.
“Singh has always struggled to connect with the people, but the people he is really talking to are trade union leaders. They are two different groups.”
The Conservatives are hoping to win Winnipeg’s Elmwood-Transcona riding, an NDP stronghold, in September.
The Conservative Party is fielding local unionist Colin Reynolds as its candidate in the by-election, while the New Democrats have chosen regional leader Leila Dance as their candidate.
Bill Blakey held the seat for nearly two decades, from the late ’80s. His son Daniel, who announced he was stepping down to work in state politics earlier this year, regained the seat in 2015 after one term as a Conservative councillor.
Delorey suggested the Conservatives believe they can win again because of dwindling NDP support.
“Blue-collar, working-class Canadians who have traditionally felt comfortable with the NDP are now realizing the Conservatives are a viable option,” he said after viewing the latest attack ads.
“And this message clearly highlights how out of touch with reality the NDP is and how Mr. Poirievre speaks of a common sense approach.”
