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The Quebec Liberal Party is emphasizing the importance of a strong economy and its ability to steer the province through turbulent times in its advertising leading up to the Dec. 8 provincial election.
Its bilingual posters, “L’économie d’abord, oui,” and “The economy first, yes,” were created by Ezi Communication Marketing of Quebec City, which also created the Liberal campaign website PLQ.org.
The initial TV and radio spots, by BCP, feature Premier Jean Charest talking about the worldwide financial crisis and the need to have an action plan to modernize Quebec’s infrastructure, develop its natural resources, protect the Quebec way of life and create jobs.
“I have a plan and an experienced team to make it happen,” Charest says in the ad. “But it will take a strong government to get there. On December 8, say yes to the Liberal’s plan for Quebec.” The spot implies that Charest hopes to win a majority.
BCP also handled the media buying.
L’Action démocratique du Québec and its leader Mario Dumont face an uphill battle to hang on as the official opposition. They are relying on advertising created by Republik to keep Dumont front and centre during the campaign. Republik also handled the creative in Quebec for the Conservatives in the recent federal election. The ADQ created its website, ADQ.qc.ca, internally and also was handled its own media buy.
The ADQ slogan, “Donnez-vous le pouvoir,” (Give yourself the power) suggests the party offers something different to Quebecers that other parties don’t, explained Republik president Robert Beaudoin.
“One TV spot shows the ADQ as a team [discussing education, the economy and the need for better schools], because a lot of people think the ADQ is just a one-man party,” said Beaudoin. “We’re showing people responsible for different portfolios and who could become potential cabinet ministers.”
The second spot criticizes the Liberals for being all talk and no action, especially for postponing the construction of Montreal’s French super-hospital and related costs to tear down an existing hospital. The spot ends with the slightly different, “Donnez-vous donc le pouvoir,” (If you want the power, elect us).
The Parti Québécois under new leader Pauline Marois expects to make major gains on Dec. 8 at the expense of the ADQ and have turned to Red l’agence of Montreal for its radio and TV ads and Orangetango for signage and web creative.
The PQ’s first TV spot is about subsidized day-care spaces, a popular topic in the province. The spot features different men and women talking about statistics and day-care costs and a promise of a place for each child.
It ends with “Le Plan Marois” with Marois herself saying her plan makes a lot of sense for Quebec and it’s a “winning plan for Quebec.”
The spot ends displaying the website QuebecGagnant.org and the PQ name and logo. Touché PHD handled the media buy.
