Conservative Leader Pierre Poilievre is striking a softer tone as his party launches a new advertising campaign aimed at affordability and national sovereignty.

New Conservative ads set to begin airing Tuesday across Canada, focuses on the Liberal record since 2015 and the rising cost of food since then. The ads accuse the Liberal government of making life less affordable under Prime Minister Mark Carney’s leadership.

In the ads, Poilievre does not mention U.S. President Donald Trump by name but says Canada should be “a country that stands on its own feet,” and “bows before no nation, a country that is unbreakable.”

The tag to the campaign is “affordable, safe, strong here at home.”

“Pierre Poilievre has always done a superb job at holding the Liberals accountable in the House of Commons. Everybody has seen that,” said Conservative MP Melissa Lantsman.

“I think Canadians have asked to see other types of his leadership style, things that have always been there,” she said.

Poilievre announced last week that Conservatives would push to cut federal gas taxes to zero, arguing the move would ease pressure on Canadians facing high fuel prices.

Speaking to reporters at the announcement, Poilievre said he planned to speak later that day and hoped to collaborate with Prime Minister Mark Carney to offer ideas about improving the country’s future.

The messaging marks a departure from the sharper rhetoric Poilievre has often used, relying instead on more restrained language and policy-focused criticism.

Will Poilievre’s shift resonate with voters?

Poilievre’s shift is not limited to paid advertising. In recent weeks, he has appeared on two of the world’s most popular podcasts, reaching massive international audiences on “The Joe Rogan Experience” and “The Diary of a CEO.”

Unlike previous media appearances, Poilievre did not directly attack Carney or the Liberals. Instead he characterized a difference of opinion with the Liberal government.

The interviews also offered a more personal portrayal of the Conservative leader, with Poilievre speaking about his childhood and family.

It remains unclear whether the shift will resonate with voters though.

Professional pollster Nik Nanos points out that Poilievre still trails behind Carney by a wide gap of more than 30 points in “best prime minister” ranking. He believes the Conservative leader has a long way to go with Canadians.

“I think it’s going to take more than some ads. Because the thing is he’s built up his brand over the last number of years. It has been very clear: it has been tough, it has been combative. And you know all of a sudden they see a softer Pierre Poilievre? It’s going to take a persistent and consistent strategy” Nanos said.