Michael Ignatieff wants you to know who he is.
The Liberal Leader spent much of last summer travelling the country to meet with Canadians and trying to remove the "just visiting" tag that's been hung on him by the Conservatives.
But the deep pockets of the Tories have countered those overtures with attack ads that have worked as intended. Mr. Ignatieff's popularity numbers remain low.
So he has posted a video called " This is who I am" on the Liberal website. In it he talks about how his father the Russian-born Canadian diplomat George Ignatieff "lived that immigrant dream, up the ladder one rung at a time."
It also contains an ode to his dad.
"I see Canada through my father's eyes. He was a refugee who came here with nothing, began a new life, raised a family, and gave his children a chance at a better future," he writes.
"My dad loved our country because it gave him a new start. He got an education and became a diplomat - eventually, an ambassador - all because of the equality of opportunity that defines us at our best."
It's unlikely to get the same exposure as a Super Bowl ad. But he does go to some length to explain that he's doing more than visiting.