With opposition parties likely getting ready to gear up their law and order policy planks following yesterday's school shooting in Toronto, it's unsurprising that the Conservatives have reacted so quickly with a spot addressing crime.
With Stephane Dion likely to step up his gun control-related rhetoric in the aftermath of these shootings, the Conservatives seem to be moving to preemptively re-brand ahead of futher accusations on Dion's behalf that the Tories haven't made Canada a safer place.
In the ad -- clearly produced at the same time as the preceding "sweater vest" ads -- Harper talks about the need for preventative measures when dealing with crime, but notes that "soft on crime does not work".
The implicit accusation is that the opposition parties are soft on crime -- an accusation that could gain traction in wake of the opposition's treatment of various Conservative anti-crime bills.
In other words, the Conservative campaign is counter-branding the opposition as soft on crime even as it re-brands itself as the party of law and order.
Moreover, the advertising arm of the Conservative campaign is clearly operating just the way it should. It's been responsive to the news and proactive in regards to the opposition.
A question remains about whether the Tory crime spot is being released too soon following the high-profile Toronto shooting. But one thing's for certain: in terms of advertising, the Conservative machine is burying their competitors, and the party's extremely successful fundraising is helping them do it.
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