"It's sort of the electronic equivalent of, 'Why don't you and I get together, bring some paint and some cardboard, we'll make election signs and I'm sure everybody will believe us." That was British Columbia Institute of Technology broadcast journalism instructor George Orr's reaction to a recently-released online advertisement promoting the provincial New Democrats' upcoming biennial convention.
The ad features party leader Carole James speaking against a wood panel background which Mr. Orr described as looking "like it was shot in a rec room."
Mr. Orr also noted one of the principle rules in television production is consistency.
So the fact Ms. James is shown directly addressing the camera, as well as in profile, makes the ad "feel like somebody's got some new gear and they're trying to figure out how it works."
And that feeling, he said, is especially apparent when it cuts to still images of past conventions.
"I think I recognize the software they're using because certain software will let you move-in slowly on still pictures. So there's a variety of gee-whizz elements to this as opposed to here's what you will get if you come to our convention. I'm not sure what the purpose of this is other than showing off their new toys."
"Maybe this supposed to be anti-slick?" he speculated. "But if anti-slick has sort of an organic feel to it, this doesn't. This just has a Mickey Mouse aspect to it. There was an amateur aspect to this, given that this is something that I presume they want party members to be inspired by."