Conservative video spreads ISIS propaganda to make Justin Trudeau look weak

Ad Hawk is an occasional series evaluating the effectiveness ofpolitical advertising.

The latest attack ad by the Conservatives is proof positive of Kim Campbell's infamousassertion that election campaigns (including 45-second videos on social media) aren't the time to talkabout complicated policy issues.

The ad posted as anonline video last Thursday, but not airing inany purchasedtelevisionspotsattacks Liberal leader Justin Trudeau's foreign policy position on ISIS and Iraq.

• Justin Trudeau: I'll end ISIS combat mission, restore relations with Iran
• Stephen Harper says Justin Trudeau wants to be 'best friends' with Iran

It begins with screenshots from horrific videos posted online by ISIS,while ananthem from the group's propaganda media plays in the background.

News headlines such as this one are pasted over theimages to add to the dramatic effect and make the narrative even more chilling: "Depraved newvideo shows ISIS killing prisoners in new, sick ways."

Cut to a super: "Justin Trudeau'sresponse?"

The answer: a headline from CBC News, followed by heavily-edited excerpts from aninterview JustinTrudeau gave to the CBC's Terry Milewski on Power & Politics on June 23.

Milewski: "Would you pull the CF-18's out of Kuwait, say, ok we're not going to do the bombinganymore?"

(edit)

Trudeau: "Yes, we'd move away from the CF-15*mission to"

(edit)

Milewski: "Move away from the CF-18's, that is a yes, right? You would pull them out?"

Trudeau: "Yes, that is a yes, yes."

(edit)

Milewski: "If you don't want to bomb a group as ghastly as ISIS, when would you ever supportreal military action"

(edit)

Trudeau: "Terry, that's a nonsensical question."

* Trudeau appears to stumble on his words and/ormisspeak, confusing the type of fighter jet Canada has deployed in its mission against ISIS. Editing has rendered the video and audio out of synchronization at this spot. Compare the edits withthe original interview footage.

The video ends with a photo of Trudeau and the tagline "Just not ready."

Editor's Note: Read CBC News Editor in ChiefJennifer McGuire's blog on why CBC/Radio-Canada asked Facebook and YouTube to take down this political adfor not only using CBC's news footage but also re-editing it.

What's the message?

The ad is very direct andin-your-face: ISIS is taking barbaric terrorism to an even more sickeninglevel. Justin Trudeau won't use force to stop them. He's just not ready to lead.

The "Justin's just not ready" label is nothing new but the imagery, sounds and the interview clipof a visibly uneasy Trudeau take this attack ad to a new high, or low, depending on which partyyou support.

It makes the famous 1964 "Daisy" ad aired once by the Lyndon Johnson campaign look tame bycomparison.

The footage of the nuclear explosion and mushroom cloud in that ad exploited thefears of the time and the voice over sought to capitalize on that fear: "These are the stakes. Tomake a world in which all of God's children can live, or to go into the dark. We must either loveeach other, or we must die."

As graphic as that ad was, the opening segment of theConservatives ad is even more disturbing for its rawness.

Why now?

One would assume that Mulcair would be enemy number one by now, given his recent showing in the polls.

• Mulcair's NDP leads in polls as climactic summer begins

The Conservativeattack adformula hadbeen effective against past opposition leaders MichaelIgnatieffand StphaneDion. But previous Tory ads didn't dent Trudeau very much.

Are the Conservative still targeting Trudeau because his supporters may be more prone to switch to the Conservative party, based on the 2011 election results?

Or do theConservatives not yet have the right material for an effectiveangle of attack against Mulcair?

Kernel of truth here?

Attack ads are a blunt instrument. They're rarely subtle. And there's no grey zone. It often boilsdown to presenting complex issues in the most simplistic ways like "you're either with us oragainst us."

Few will actually watch the full interview Justin Trudeau gave to the CBC on Power & Politics.

Those who do will hear Mr. Trudeau's complete, unedited and more nuanced answers about theLiberalplanfor humanitarian aid to the region and a training role for the military.

But that's amoot point. The Conservatives were given fresh content on a silver platter and are now servingin a provocative way. The damage is done.

There's something ironic in the use of news clippings in the Conservative party's attack ads.

Less than a year ago, the Conservative government mused about addingan exemption to allowpolitical parties to dodge copyright claims when compiling news clippings and TV footage tolaunch attack ads against their rivals.

• Copyright exception for political ads mulled by Conservatives
• Political parties blocked from using broadcasters' content in ads
• Conservatives' copyright law changes could backfire
• Could election debate footage become ad fodder, depending on who owns it?

Heritage Minister Shelly Glover told the House "Majortelevision networks should not be able to censor what can and cannot be broadcast toCanadians. We believe this has always been protected under the fair dealings provisions of thelaw, and if greater certainty is necessary, we will provide it."

Prime Minister Stephen Harper later added,"As political people who conduct much of our business in public, we fully expect we will be heldpublicly accountable for the statements we make in public. I would be very concerned about anyproposal that would attempt to censor or block that information from the public."

While the Conservatives never followed through with legislation, is using a heavily-edited and distorted CBC interview what they had in mind?

What score or rating would you give?

Is it a well constructed piece of communication? Does it drive home a powerful negativemessage against a political opponent? Will it break through the clutter of pre-election ads fromthe parties and the PAC-style groups?

The answer is yes.

However, I give it a zero for using actual footage from ISIS propaganda videos.

TheConservatives could have made their point without it.

Eric Blais is president ofHeadspace Marketing, Inc., a strategic consulting firm. He specializes in the Quebec market.

Previously from Eric Blais:

• Timid Justin Trudeau ads not enough to take on NDP in Quebec
• Bloc Qubcois anti-niqab post could show new approach to political ads