OTTAWA — Conservatives are doubling down on the party’s appeals to “ordinary people” this Labour Day Monday with a multi-pronged advertising campaign designed to woo workers.

A 60-second television ad celebrates “the people who rise when it is still dark” and describes a litany of problems that plague them, including crime, inflation and unaffordable housing. The ad ends on a hopeful note, with a voiceover from Conservative Leader Pierre Poilievre describing a “new dawn rising” where “everyone gets a fair shot at a good life.”