While Justin Trudeau’s popularity has been waning, and things have been looking up for the Conservatives for quite some time, Pierre Poilievre and the Tories still have to convince Canadians they’re a government in waiting.

One new way the Tories have tried to do this has been with a series of videos, putting Poilievre front and centre, some focusing on the leader, some focusing on issues that are resonating with Canadians.

But as political communication goes, how effective are they?

National Post Parliamentary Bureau Chief Stuart Thomson joins the show to discuss why the Tories are trying this approach, what are the benefits of it, and what pitfalls the party should watch out for

Background reading: Poilievre's Conservatives are using the 'selfie' video to remake the Canadian political conversation

Learn more about your ad choices. Visit megaphone.fm/adchoices