New Democrats and Conservatives have both launched television ads that attempt to define Tory Leader Pierre Poilievre to union voters, a group politicians see as having increased power in the next federal election.

The commercial the New Democrats launched across the country last week featured union leaders describing Poilievre as a career politician who 鈥渉as never been a worker and never stood with workers.鈥� Images include shots of party Leader Jagmeet Singh on picket lines in various locales throughout the country.

The Conservatives countered that attack on Monday by releasing an ad of their own. Theirs argues Poilievre will bring a new beginning, 鈥渨here hard work is rewarded, where there鈥檚 affordable food, and a home in a safe neighbourhood where everyone gets a fair shot at a good life.鈥�

After showing images of late night workers such as nurses, servers and truckers, the Conservative party ad closes with a tag line: 鈥渁fter the night, no matter how long or dark, comes morning鈥� as Poilievre appears on screen, smiling in a field at dawn.

They also launched an accompanying radio ad attacking Singh for keeping his supply-and-confidence agreement with the minority government, as Tories continue to blame Liberal policies for increased national crime, a shortage of housing and long lines at food banks.

New Democrats have used the deal to push forward initiatives such as dental care and pharmacare and a federal ban on replacement workers during a strike, the latter of which passed with all parties support. When it comes to the cost of living, the NDP blame corporate greed and wage suppression, which they argue has flourished under Liberal and Conservative governments.

Federal parties have ramped up their efforts to court union votes as the labour movement experiences a renaissance, said George Soule, former NDP communications director, who is now a principal at the strategic communications firm Syntax.

鈥淵ou see it in the (United) States where the sitting president actually went to a picket line, which by the way I鈥檒l note is a place you鈥檒l never see Pierre Poilievre,鈥� he said in a phone interview.

Since Poilievre became leader two years ago, he鈥檚 met with more than 60 unions and visited over 200 traditionally blue collar workplaces such as factories, facilities and mills in eight provinces while claiming other federal parties have abandoned them.

But New Democrats point to his absence on picket lines and his silence after Canada鈥檚 two railways locked out its unionized workers, citing them as evidence that Poilievre is a 鈥減hony, fake and fraud.鈥�

鈥淵ou never once hear him talking about corporate greed, never once hear him taking on the big bosses,鈥� said NDP labour critic Matthew Green.

鈥淚nstead he hosts these massive fundraisers in these multimillion dollar mansions while going out and putting on a workforce vest, and some fake scuffed up shoes, pretending like he鈥檚 been on the front lines the whole time.鈥�

The Conservatives didn鈥檛 immediately respond to a request for comment.

Since Poilievre took the party helm two years ago, Conservatives have laid out several policies affecting workers. They include opposing the use of foreign replacement workers at electric vehicle battery plants and imposing tariffs on made-in-China EVs, steel, critical minerals and other products.

His party also supported a bill banning replacement workers, while vowing to keep the law in place if Conservatives form government.

It鈥檚 a change in tone from his earlier days in Parliament, where he voted in favour of a private member鈥檚 bill that sought to force labour unions to publicly disclose how they spend their money. Another bill he backed paved the way to allow workers in unionized environments to opt out of paying dues.

National opinion polls suggest his shift is resonating with Canadians, as Conservatives have a substantial lead over other parties.

The Conservatives and New Democrats will soon go head-to-head in another way 鈥� at the ballot box in an upcoming byelection in a Winnipeg riding with a history of strong labour and New Democrat ties.

鈥�(Poilievre) is trying to make the point he can take those working class seats. He鈥檚 doing a lot of talking, and this is his chance to show if he can actually pull it off,鈥� Soule said.

Conservatives have ramped up their attacks on New Democrats and their leader Singh in recent weeks, and the NDP has reciprocated. Both parties sense change is coming.

鈥淚f you want the list of things that Canadians are looking for in the next election, frankly one of them is to replace Justin Trudeau, period, no matter what he does,鈥� said Soule.

鈥淚 think it鈥檒l be a pretty blue and orange election. Poilievre and Conservatives spend a lot of money on polling, they see that coming, so they鈥檙e putting up that fight early on.鈥�

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Mickey Djuric, The Canadian Press