Conservatives launch attack ad called ‘dumb’ by their own party members

OTTAWA-A Conservative attack ad launched ahead of an expected Sunday election call is being criticized as dumb, tasteless and embarrassing - by the party's own members of Parliament.

The 37-second video features a cut-out of Liberal Leader Justin Trudeau's face awkwardly pasted to the face of Veruca Salt, the spoiled brat from the 1971 classic film Willy Wonka and the Chocolate Factory," in a scene from the film where she throws a tantrum over not getting what she wants in a song called I want it now."

In her case, that's candy and chocolate. In Trudeau's, a majority government.

The only reason for an election is because Trudeau wants a majority," the ad's tag line reads.

The video showed up online late Friday afternoon, and began racking up the views within minutes, with critics piling on fast, mocking not just its production value but also the sexist inference that the Trudeau Liberals are whiny girls.

Then came dismay from the party's own in a slew of responses posted to Twitter:

Let's be very clear I am not a fan of @JustinTrudeau with a provincial state of emergency, growing wildfire concerns in my province & potential 4th wave concerns. this election is purely selfish," wrote Todd Doherty, a B.C. MP who serves as an adviser to leader Erin O'Toole on mental health and wellness.

But @CPC_HQ I & others expect you to be better. This is embarrassing."

Former Saskatchewan premier Brad Wall - long considered someone who might one day run for party leadership - raised his digital eyebrows in disbelief:

Please tell me - @CPC_HQ that someone hacked your account and this is not an actual ad for your party."

Ontario MP Scott Aitchison - whose own constituents appeared to be taking him to task personally for the ad - moved quickly to say he had nothing to do with it.

Well, I suspect I was never getting your vote, but I agree that video is dumb," he wrote to one.

Sadly they don't ask me my opinion on these things."

Alberta MP Blaine Calkins - whose riding is one of the safest Tory seats in the country - appeared to speak for many upset by the ad's juvenile approach.

Asking to be the Governing Party of Canada is serious business, requiring serious people making good, reasonable and mature decisions," he wrote.

I trust the decision maker who decided to post this tasteless and appalling video will be brought up to speed."

The Conservative Party did not immediately return a request for comment.

The Star has previously reported the party hired Topham Guerin, a New Zealand firm that has helped other conservative campaigns around the world.

The firm was once dubbed a a 24-hour meme machine" that takes as a point of pride its ability to shock people and provoke strong emotions.

Canadian Conservative MPs speedily distancing themselves from campaign headquarters showcases the ongoing tension between the party's leadership and its rank-and-file, many of whom are eyeing the party's less than stellar performance in recent polls and are worried about their own seats.

One exceptionally popular Conservative MP, Pierre Poilievre, has been running his own highly produced ads for weeks that make little mention of his leader and focus on tangible things he's delivered for residents of his Ottawa-area riding, a spot where the Liberals have been gaining ground in past elections.

While some have suggested the ads lay the groundwork for a future leadership bid by Poilievre, he told the Star recently his intention is singular: remind and show his own constituents who he is.

What you're seeing is the side of me the community sees," he said at a recent event for another local Tory candidate, Matt Triemstra.

I'm fighting for my community and that's what I'm doing."

The party's national ad dropped as the Liberal government was furiously tying up some loose ends, one of many signs that Trudeau is heading to Rideau Hall to ask Gov. Gen. Mary Simon to dissolve Parliament and call an election.

But the clearest sign popped up Saturday morning - their own election ad.

In the minute-long spot featuring a montage of patriotic clips set to swelling orchestral music, Trudeau appeals to Canadians to pull together to make things better.

Let's think even bigger Canada. Let's be relentless. Let's keep moving forward, for everyone."

The final three words seem set to be the Liberals' campaign slogan for the election.

Their campaign will make the case to Canadians they need a majority in the Commons for two purposes: finishing off the fight against the COVID-19 pandemic, and building the country back up after the devastating economic and emotional losses of the past 17 months.

Stephanie Levitz is an Ottawa-based reporter covering federal politics for the Star. Follow her on Twitter: @StephanieLevitz