With less than three weeks to Election Day, mayoral candidates are giving voters the hard sell. PR rep Sandra De Carvalho and political science expert Nelson Wiseman break down Rocco Rossi’s radio ads — what’s the message, what does it mean and how will it matter?


Rossi is called a “wise guy,” “goodfella” and a candidate with “bocce balls,” for his business sense, charity work and recall policy — all in a New Jersey accent.

Tagline: “We don’t want another typical mayor. On Oct. 25, vote for me for real change.”

Tactic: Plays on Italian heritage, Rossi says.

Sample line: “When he’s mayor, he’s gonna give us the power to recall him. You know, kick him out if he don’t deliver. How many politicians do that? Now that’s bocce balls.”


Wiseman: “He mentions waste and change but he doesn’t spell out how he represents that change.”

De Carvalho: “He’s almost making himself a cliché by associating himself with the gangster theme.”


Wiseman: “It’s directed, in my opinion, to a more highbrow crowd ... A lot of mainstream Canadians don’t know what (bocce balls) are about.”

De Carvalho: “He manages to link it back to exactly what he’s done. In the “goodfella” ad he references the half-a-billion dollars he’s raised and his years in public service.”


Wiseman: “I think people will enjoy listening to them more than the others. They’re not vote getters unless some people go on that. And some people do.”

De Carvalho: “I think it’s a really hard line. You either really like the ad campaign or you don’t, and I’m not sure where on the bell curve that falls.”