Skip to main content
The Globe and Mail
Support Quality Journalism.
The Globe and Mail
First Access to Latest
Investment News
Collection of curated
e-books and guides
Inform your decisions via
Globe Investor Tools
Just$1.99
per week
for first 24 weeks

Enjoy unlimited digital access
Enjoy Unlimited Digital Access
Get full access to globeandmail.com
Just $1.99 per week for the first 24 weeks
Just $1.99 per week for the first 24 weeks
var select={root:".js-sub-pencil",control:".js-sub-pencil-control",open:"o-sub-pencil--open",closed:"o-sub-pencil--closed"},dom={},allowExpand=!0;function pencilInit(o){var e=arguments.length>1&&void 0!==arguments[1]&&arguments[1];select.root=o,dom.root=document.querySelector(select.root),dom.root&&(dom.control=document.querySelector(select.control),dom.control.addEventListener("click",onToggleClicked),setPanelState(e),window.addEventListener("scroll",onWindowScroll),dom.root.removeAttribute("hidden"))}function isPanelOpen(){return dom.root.classList.contains(select.open)}function setPanelState(o){dom.root.classList[o?"add":"remove"](select.open),dom.root.classList[o?"remove":"add"](select.closed),dom.control.setAttribute("aria-expanded",o)}function onToggleClicked(){var l=!isPanelOpen();setPanelState(l)}function onWindowScroll(){window.requestAnimationFrame(function() {var l=isPanelOpen(),n=0===(document.body.scrollTop||document.documentElement.scrollTop);n||l||!allowExpand?n&&l&&(allowExpand=!0,setPanelState(!1)):(allowExpand=!1,setPanelState(!0))});}pencilInit(".js-sub-pencil",!1); // via darwin-bg var slideIndex = 0; carousel(); function carousel() { var i; var x = document.getElementsByClassName("subs_valueprop"); for (i = 0; i < x.length; i++) { x[i].style.display = "none"; } slideIndex++; if (slideIndex> x.length) { slideIndex = 1; } x[slideIndex - 1].style.display = "block"; setTimeout(carousel, 2500); } //

Quebec's three major parties - the Liberals, Parti Québécois and Coalition Avenir Québec - are running ads that have decidedly different messages than what leaders are saying at campaign stops

Quebec Liberal Party

The message: Philippe Couillard says that Quebeckers are fed up with the Marois government and its habit of “making up problems in order to mask reality.” In four separate ads, Mr. Couillard states that his party has concrete solutions to create 250,000 jobs, cut red tape, improve daycare services and create new medical clinics that are open seven days a week.
The tagline: “Choose my team, so that together, we’ll take care of the real issues.”
What it says about Mr. Couillard: Surrounded by 13 Liberal MPs and candidates, the rookie leader obviously feels the need to reassure Quebeckers that his party is ready to govern. Mr. Couillard is a former minister of health and respected surgeon, but he also wants to connect with the electorate, stating he has “gone from region to region to listen to Quebeckers.”
Contrast with the campaign: The ads are focused on key platform issues: creating jobs and improving the province’s education and health-care systems. On the ground, however, the Liberal Party is hammering its anti-referendum message at every opportunity, with Mr. Couillard repeatedly warning Quebeckers about the potential negative consequences of the sovereigntist agenda of the Parti Québécois.

Coalition Avenir Québec

The message: The party’s three ads start off with voters speaking directly to François Legault, encouraging the opposition leader to persevere in what he has said is “the fight of his life.” The voters discuss Mr. Legault’s willingness to take on big challenges and come up with new ideas to put the province back on track.
The tagline: “I think it’s possible.”
What it says about Mr. Legault: By appearing only at the end of the ads, and with a short message, Mr. Legault is trying to make it clear that he wants to make tough decisions on behalf of Quebeckers. He is openly acknowledging that he is the underdog in this campaign, but that he is willing to work hard in his second election – and potentially his last – as leader.
Contrast with the campaign: The ads are glitzy, fast-paced and showcase three hip-looking voters. However, the CAQ is running the lowest-key campaign of the three major parties, and Mr. Legault has been derided for some of his photo ops, including an event at a toy factory where he sat awkwardly in a toy truck. In addition, Mr. Legault is at the heart of his party’s campaign strategy, but he is only playing a minor role in the television ads.

Parti Québécois

The message: In a single ad, Pauline Marois is walking briskly in a corridor, stating in a voice-over that she is “determined” to keep a tight check on spending, support the private sector and create jobs, and allow Quebeckers to “act as a people.”
The tagline: “My team and I are determined to do everything possible to have a stronger Quebec.”
What it says about Ms. Marois: While she talks about her team, the ad features only the PQ Leader talking about what she has done in her first mandate, and what she is hoping to accomplish if she wins a majority. The only written words in the ad are “Déterminée” and “Parti Québécois,” with the party using mainly grey tones to suggest an austere approach to government spending.
Contrast with the campaign: Ms. Marois’s main campaign events to this point have been to introduce new candidates that strengthen her economic team, including the arrival of media magnate Pierre Karl Péladeau as a star candidate. The ad may be dominated by economic issues, but the PQ campaign events have ended up focusing on the party’s sovereigntist agenda.
Report an error Editorial code of conduct
Due to technical reasons, we have temporarily removed commenting from our articles. We hope to have this fixed soon. Thank you for your patience. If you are looking to give feedback on our new site, please send it along to feedback@globeandmail.com. If you want to write a letter to the editor, please forward to letters@globeandmail.com.

Welcome to The Globe and Mail’s comment community. This is a space where subscribers can engage with each other and Globe staff. Non-subscribers can read and sort comments but will not be able to engage with them in any way. Click here to subscribe.

If you would like to write a letter to the editor, please forward it to letters@globeandmail.com. Readers can also interact with The Globe on Facebook and Twitter .

Welcome to The Globe and Mail’s comment community. This is a space where subscribers can engage with each other and Globe staff. Non-subscribers can read and sort comments but will not be able to engage with them in any way. Click here to subscribe.

If you would like to write a letter to the editor, please forward it to letters@globeandmail.com. Readers can also interact with The Globe on Facebook and Twitter .

Welcome to The Globe and Mail’s comment community. This is a space where subscribers can engage with each other and Globe staff.

We aim to create a safe and valuable space for discussion and debate. That means:

  • Treat others as you wish to be treated
  • Criticize ideas, not people
  • Stay on topic
  • Avoid the use of toxic and offensive language
  • Flag bad behaviour

If you do not see your comment posted immediately, it is being reviewed by the moderation team and may appear shortly, generally within an hour.

We aim to have all comments reviewed in a timely manner.

Comments that violate our community guidelines will not be posted.

Read our community guidelines here

Discussion loading ...

Latest Videos

To view this site properly, enable cookies in your browser. Read our privacy policy to learn more.
How to enable cookies