Maclean’s columnist Paul Wells just published his first book. It’s called Right Side Up. It chronicles the fall of Paul Martin and the rise of Stephen Harper, focusing mostly on the election that occured over the winter of 2006–07. The first ads that the Conservatives aired in that campaign were kind of dull — Harper on a TV studio set with a female anchor who asks a question, to which he responds. With that brief set-up, I’ll let Wells take over:
… through a mix-up that has never been revealed until now, the ads nearly wound up destroying the Conservative campaign at the outset.
Campaign ads are sent to television stations as paid advertising, and also to news organization in the hope that they’ll do a story about the ads. A little earned media to go along with your paid media. On the night the the first ads went out, [Conservative war room strategist] Yaroslav Baran got a call at Conservative headquarters in Ottawa.
It was the Conservative ad people in Toronto. They’d sent the wrong DVD to news organizations. These discs didn’t contain only the ads that had been approved for the first blitz, the hokey fake-interview Harper ads. These DVDs had every Conservative ad on them. Dozens of ads. Positive ads, attack ads, ads for contingencies that might never materialize. Mockups of ads the leader hadn’t even seen. If they got out, the Conservatives would have (a) sabotaged their own ad strategy for the rest of the campaign; (b) shown themselves to be plotting a negative campaign while Harper tried to recycle himself as Mr. Forward-looking Policy; (c) looked like idiots.
Baran started to sweat. How far had these tell-all DVDs travelled? Good news. The Conservatives had this much luck, at least: so far, the courier had delivered only one, to Sun Media.
Baran needed that DVD. What to do? Probably a heist was out of the question. Come clean? Baran called Lorrie Goldstein, a Toronto Sun columnist. His plan was to offer a major scoop down the road in return for a major favour tonight. But Goldstein wasn’t picking up his phone. So Baran just called Sun Media’s news desk.
“Let me guess,” the person who picked up the phone said, “you’re calling about the DVD.” Yes indeed, Baran said, unsure how to handle what they’d say next.
“Yeah,” said the person at Sun Media, “we don’t know what the problem is, but we can’t get it to play.”
Saints be praised. “Well, that’s why I’m calling,” Baran said. “There seems to be a problem with it. We just want to assure you that there’s a replacement on its way. All I ask is that you give the mesenger the one you have, because we need to figure out what’s wrong with it.”
Oblivious, the Sun person agreed to the swap. The single DVD that would have revealed every Conservative secret was safely retrieved. And that’s how Sun Media had, then lost, the scoop that could have derailed the Harper campaign from the outset.
[p. 183]