Live-action attack ads

Keith Beardsley, a former Conservative aide, explains how members’ statements became attack ads.

While in opposition from 2003 to 2006, we found that quite often our very last MP’s statement (the one just before Question Period started) was quoted in the media the next day.  Simply put the media had arrived in the House for Question Period and they were paying attention to comments from the MPs.  SO 31s delivered earlier in the sequence were largely ignored by the press.

Opposition parties are always looking for ways to get into the media and this became one way to do it. The added bonus was that the then Liberal Prime Minister had no way to respond to what was said. By putting a slight edge to the attack in the SO 31, you could unsettle the PM and distract him just before the Leader of the Opposition stood to ask the first of a series of 3 to 5 questions. Over time we began to use the last of our SO 31s as the equivalent to a question in Question Period especially when it was delivered by one of our attack dogs. The SO 31 allowed one minute of time to stand, while a question only allowed 34 seconds. That one minute statement also allowed more time to drive home our message than any question could. The added advantage for us was the Prime Minister had no way to reply but had to sit and take it.

He concludes it’s now time to change the rules.




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Live-action attack ads

  1. Shorter Keith: We don’t like it when they do to us what we did to them.

  2. Translation: Ethics are for the other guys.

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