One of the latest ads from the B.C. Liberals aims for sincerity, but political scientist Denis Pilon says it seems like both party leaders have trouble hitting that mark.

In an ad focusing on the youth vote in B.C., Premier Campbell speaks to the camera in a conversational tone of voice.

Campbell says that despite the fact that young people are “concerned about their jobs," they’re “pretty optimistic.” He also touches on the fact students are worried about the job market after graduation.

The Liberals party leader says one of “the biggest challenges we have is to say to young people, this is your election, this is where you decide where you want the province to go.”

Dennis Pilon, a professor at the University of Victoria’s department of political science who criticized B.C. New Democratic Party leader, Carole James, for failing to appear sincere in one of her ads said the Premier has the same problem.

“Neither James nor Campbell are about to win a charm offensive here,” Pilon told The Tyee. “Both look stiff in front of the camera, especially when they have been coached to act natural,” he continued.

Pilon went on to recommend that both parties employ an actor to perform these ads as he described the Premier as “eerie,” and said James “sounds like she is reading something.”

“The parties should hire someone who can do this sort of stuff, like an actor, who can talk about the party and its leader, rather than having their leaders do it, if they can't pull it off.”

Morgan J. Modjeski is a reporter for The Tyee