The Conservative party released two new ads this week attacking NDP Leader Jagmeet Singh as a “sellout,” blaming him for a national rise in crime, housing prices and costly living.
The ads, which come as the Tories try to win a Manitoba seat from the NDP, question why Singh is keeping Prime Minister Justin Trudeau in power at a time when national opinion polls show the Liberal minority government remains unpopular with Canadians.
The New Democrats signed a political pact with the Liberals in 2022 to secure their support on key votes in the House of Commons, in exchange for progress on shared priorities like pharmacare and dental care.
Conservatives suggest Singh is maintaining the deal to secure his MP pension, which he will qualify for in October 2025, when the next federal election is scheduled.
The ads feature real photos of Singh wearing a luxury watch, carrying a Versace tote and driving a BMW.
The tag line: “Sellout Singh. He gets his pension, you pay the price.”
The ad also mentions that Singh attended a private school in Beverly Hills as a child, but doesn’t point out the school was in Beverly Hills, Mich., not Beverly Hills, Calif.
When asked if the lack of clarification on Singh’s education was a mistake or intentional, a Conservative Party spokesperson said the text of the ad is accurate.
“He went to a high-priced American private school in Beverly Hills,” the spokesperson said in an email.
NDP say ad is dishonest
The ads are running across the country in various ridings, the Conservative party said. It didn’t provide further details.
A 15-second version of one of the ads has been displayed on Facebook and Instagram since mid-June in British Columbia, Ontario, Manitoba, Alberta and Nunavut, Meta’s ad library shows.
The NDP called the ads a “dishonest personal attack” and tried to contrast Singh with Conservative Leader Pierre Poilievre.
“The truth is, in their 20s, Pierre Poilievre was building up his multi-million-dollar MP pension, and Jagmeet was working for minimum wage to support himself and his teenage brother,” said Anne McGrath, principal secretary to the NDP leader.
“That is what motivates Jagmeet to fight for lower grocery prices, affordable home prices and dental care.”
In an interview with CBC News, Singh was asked about the ad and talked about how he has been open about some of the struggles he’s faced in his life.
“I’ve been really honest about my life. I’ve been really honest about what life I’ve lived and the challenges I’ve been through,” he said.
“It was tough, but I made it through that very difficult time. I would not be able to make it through if I was going through the same cost-of-living crisis right now.”
In the ads, the official Opposition goes after the NDP record of voting alongside Liberal policies, which Conservatives blame for making people’s lives “miserable.”
“Sellout Singh is offside with hard-working Canadians who are struggling to pay for gas, food and housing,” the Conservative party said in a statement.
“He’s helped Trudeau hike the carbon tax four times and doubled housing costs. He supports Trudeau’s woke policies and censorship agenda.”
As they attempt to flip the script, the New Democrats are pointing to Poilievre’s record, saying “he voted against a federal minimum wage, to cut CPP pensions and raise the retirement age, and voted to take away dental care from children and seniors.”
Poilievre has focused heavily on pocketbook issues as his party maintains a considerable lead over the Liberals in the polls. Those polls also show support for the NDP has stalled.
Conservatives targeting union votes
Under Poilievre’s leadership, the Conservatives have intensified efforts to court the support of union workers, many of whom had traditionally supported New Democrats.
Some national union leaders have cautioned their members about supporting Poilievre, going as far as to say that while he borrows language from labour movements, he represents a threat to workers.
“To Poilievre’s credit, he’s got the tone down and the messaging right to talk directly to workers,” said Fred DeLorey, who ran the Conservatives’ 2021 campaign under leader Erin O’Toole.
“Singh has always struggled to connect to people, and who he’s really talking to are union leaders. Those are two different groups.”
In September, the Tories are hoping to swing the Winnipeg riding of Elmwood-Transcona, an NDP stronghold.
In that byelection, Conservatives are running Colin Reynolds, a local union member, as their candidate. The New Democrats picked candidate Leila Dance, a community leader.
Bill Blaikie held the seat for some 20 years beginning in the late ’80s. His son Daniel, who announced earlier this year he was resigning the seat to work in provincial politics, took it back in 2015 after a lone Conservative term.
The Tories think they can pull another victory off because the NDP is bleeding support in their direction, DeLorey suggested.
“Those blue-collar, working-class Canadians who traditionally may feel more comfortable with the NDP are now realizing that the Conservatives are a viable option,” he said after watching the latest attack ads.
“And this messaging clearly reinforces how out of touch the NDP are, and how Poilievre is speaking a common-sense approach.”
