The Alberta NDP has chosen to reintroduce Naheed Nenshi to the public this week, nearly a year and a half into his leadership and two years ahead of the next election. The party released a new video showcasing Nenshi’s background, including his working-class roots and his commitment to addressing the challenges faced by ordinary Albertans. Some may view the video as a campaign-style advertisement, which is not uncommon in political messaging.

To execute this relaunch, the NDP enlisted the services of a U.S. political ad agency known for its successful track record in winning elections. The agency’s consultants, such as Zohran Mamdani and John Fetterman, have been instrumental in progressive politics in the United States.

The choice of Fight Agency was based on their ability to effectively communicate progressive messages to working-class individuals, a strategy that aligns with the NDP’s goals in Alberta. The new video focuses on Nenshi’s personal narrative, addressing key issues in affordability, healthcare, and education, while making pledges for improvement without providing detailed plans.

In addition to collaborating with a prominent U.S. ad agency, Nenshi has also made unconventional staffing decisions by bringing in former federal Liberals to his team. This shift towards a diverse team reflects Nenshi’s strategy to challenge the UCP in the upcoming election.

Despite potential criticism for aligning with federal Liberals, the NDP’s resurgence in popular support is evident. Recent polls show a narrowing gap between the NDP and the UCP, with Nenshi’s approval rating surpassing that of Premier Danielle Smith for the first time.

As the election approaches, the NDP’s campaign director, Mike Burton, is focused on recruiting candidates for the expanded 89-seat slate and navigating the changing electoral landscape in Edmonton and Calgary. While the impact of the rebranding efforts remains to be seen, the NDP is positioning itself to engage with Albertans in a new way under Nenshi’s leadership.