For all the concerns about the Cons paying absolutely no political price for their constant dishonesty, the NDP working to change that assumption:
So how effective does the new ad look to be, particularly compared to past efforts to develop the theme that the Cons can't be trusted?
Well, the good news is that the NDP has avoided the trap which regularly tripped up the Libs. Rather than portraying the Cons' dishonesty as an affront to the official opposition (which would have been rather easy to do given that the columns cited refer to lies about the NDP in the first place), the new ad highlights the relationship between the Cons and the public. So viewers with concerns about the Cons should react relatively similarly regardless of their relationship to any opposition party.
But there looks to be ample room for improvement in the execution, as the ad is both text-heavy (featuring only a single photo of Stephen Harper at the beginning), and based entirely on media opinions rather than direct quotes. Which means that it doesn't build much of a connection between the Cons' contempt and any actual Cons - or even any of their talking points.
Of course, we have no reason to expect Harper's party to stop lying anytime soon - so there should be plenty of opportunities for the NDP to polish up its response. But while the new ad makes for a reasonably effective first step, there's a long way to go in making the message stick.