Behind Trudeau’s YouTube cameo

A daily look inside Canadian politics and power.
Jul 03, 2024 View in browser
 
Ottawa Playbook

By Zi-Ann Lum


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In today's edition:

→ How the PMO cooked up a cameo with a YouTube comedy star.

→ Playbook’s exit interview with SABINE SPARWASSER, who just retired as Germany’s ambassador to Canada.

→ The next moves on the U.S. campaign trail.

Talk of the town

Toronto-based comedian Julie Nolke created a YouTube sketch that stars Prime Minister Justin Trudeau.

Toronto-based comedian Julie Nolke created a YouTube sketch that stars Prime Minister Justin Trudeau. | Courtesy Julie Nolke

HOW IT’S MADE — Toronto-based comedian JULIE NOLKE had two weeks to prepare a YouTube sketch with Prime Minister JUSTIN TRUDEAU.

“It was my first foray into politics and I’m not interested in staying in that domain, but I’m proud of what we came up with,” Nolke told Playbook during a call about how it came to be.

The end result, a video titled “I interviewed to be the Prime Minister's Assistant” was posted on Canada Day, a date Nolke said she decided after they filmed footage in early May.

“It rides a fine line of being entertaining, informative, while also letting the prime minister have his talking points — but not necessarily. … I didn't want it to be like a piece of propaganda, if that makes sense.”

Trudeau has avoided crossing paths with non-HEATHER HISCOX reporters after a high-drama week, which is why Playbook was curious to know when the sketch was filmed.

— PMO budget roadshow: Trudeau sat down with Nolke on May 4, weeks before he officially set the date for the Liberals’ ill-fated June 24 by-election in Toronto-St. Paul’s.

Tracing the dates two weeks back from early May brings us to within a few days of Deputy Prime Minister and Finance Minister CHRYSTIA FREELAND’s April 16 budget reveal.

Nolke said YouTube Canada linked the Prime Minister's Office to her. Trudeau’s team, she said, was interested in working with Canadian creators.

“I got on Zoom with the Canadian YouTube team, and they just talked me through what they were looking for,” Nolke said. “I think it's a fun way to try and bring a little bit of comedy into politics, if that's even possible.”

— Goals: Not a stiff interview vibe. The aim was for “fun and entertaining,” she said. “Bonus is if we get to talk about real issues that Canadians deal with, I'm all on board for that.”

— Green flag: Nolke asked PMO folks if it was fine to make Trudeau the butt of her jokes. Absolutely, they replied. She confirmed the government didn’t pay her for her work on the sketch.

— Out-of-bubble feedback: The bit about the federal government’s capital gains inclusion-rate hike came from Nolke.

“Particularly for my audience, I think there's a lot of question marks around it,” she said. “People have no idea what it is — same with the [Canada] Carbon Rebate.”

— Behind the scenes: Nolke said she wrote the script, which was followed by a “few back and forths” with the PMO. Some of the “a little bit more critical” housing jokes got scrapped — ones she said “kind of represent the state of how everyone's feeling.”

— What the PMO wants: It’s thirsty for more support from millennials and Gen Z — a voting bloc of roughly 40 percent of eligible voters that could decide the next election.

Nolke’s audience skews younger. That’s the exact demographic budget-makers had in mind when they included C$8.5 billion in housing and affordability measures designed to break through to Canadians under 40 who are tuning out Trudeau and Liberals, despite the multi-billion dollar baubles.

The PMO comms shop, led by MAX VALIQUETTE since the fall, has been on a tear in an effort to boost Trudeau’s clout by getting him in front of different audiences including niche podcasts and popular YouTube channels.

Trudeau has yet to go live with a shisha pipe in hand to talk about money like Conservative Leader PIERRE POILIEVRE has done a few times.

Poilievre has 448,000 YouTube subscribers whereas Trudeau has 5,700. For now, the PMO play seems to be angling for guest spots on other peoples’ channels with big audiences. Nolke has more than one million YouTube subscribers.

— Perfect meta-zinger: At the end of the sketch, the PM invited some advice from the YouTuber. “What would you recommend that I do to keep the country on the right track?” he asked.

“Well, whatever you do, don’t do one of those tacky media tours where you hit up every podcast and YouTube nobody,” she said. “It just reads as desperate.”

Since Trudeau sat down with Nolke and her trombone in May, interviews with the PM have come out on the “The Gritty Nurse” podcast, a WNBA-themed pod called “The Pick Up” and “The Plain Bagel” with Ottawa-based personal finance YouTuber RICHARD COFFIN.

A PMO cold email to The New York Times’ “Hard Fork” pod also delivered Trudeau a guest spot.

Watch for more of Trudeau as he has an international image to manage when he heads to NATO’s Washington summit next week where Canada’s rep as a defense-spending truant will follow him like a shadow.

Where the leaders are


— Prime Minister JUSTIN TRUDEAU has evening plans in Montreal where he’s due at a Liberal fundraiser hosted by SORAYA MARTINEZ FERRADA and MÉLANIE JOLY.

— Deputy PM CHRYSTIA FREELAND is in Toronto with no public events on her schedule.

— Conservative Leader PIERRE POILIEVRE, Bloc Leader YVES-FRANÇOIS BLANCHET and NDP Leader JAGMEET SINGH did not release their public schedules by deadline.

— Green Party Leader ELIZABETH MAY has no public events on her schedule.

DULY NOTED


Bank of Canada Governor TIFF MACKLEM is in Portugal at the 11th edition of the ECB Forum on Central Banking, an annual elite gathering of central bankers and assorted technocrats held in the Ritz-Carlton’s Penha Longa.

Governor General MARY SIMON has embarked on a “cross-country Mental Health Learning and Listening Tour.” Today, she will visit the Regional Opioid Dependence Treatment Hub in Happy Valley-Goose Bay.

 

Understand 2024’s big impacts with Pro’s extensive Campaign Races Dashboard, exclusive insights, and key coverage of federal- and state-level debates. Focus on policy. Learn more.

 
 
For your radar


AUF WIEDERSEHEN — SABINE SPARWASSER joked last week that diplomats have nine lives. This week, she’s adjusting to a new one, settling into retirement after serving as Germany’s ambassador to Canada.

Sparwasser isn’t uprooting anytime soon. She and her husband GARY SOROKA, a Canadian, are staying in Ottawa after her seven-year tenure ended Sunday.

A week before her last official day, she hosted a farewell party in the backyard of her official residence in Rockcliffe where embassy staff and guests hobnobbed over drinks and a spread of house-made frankfurter, Oktoberfest and Nürnberger sausages.

— Spotted in the backyard: EU Ambassador MELITA GABRIČ, Ottawa Mayor MARK SUTCLIFFE, CBC CEO CATHERINE TAIT, Canadian Chamber of Commerce President PERRIN BEATTY, U15 Executive Director CHAD GAFFIELD, Rubicon Strategy’s DON NEWMAN, journalist PAUL WELLS, Reuters’ DAVID LJUNGGREN, The Economist’s ROB RUSSO, CTV News Chief Political Correspondent VASSY KAPELOS, Navigator’s CHRIS HALL, Coconut Lagoon Chef JOE THOTTUNGAL and pollster NIK NANOS.

— Incoming: Berlin is sending two ambassadors to replace Sparwasser. Wife-and-husband TJORVEN BELLMANN and MATTHIAS LÜTTENBERG will begin their tenure in August, trading each other off in the role to share parenting duties.

Playbook caught up with Sparwasser at Germany’s embassy overlooking the Rideau Canal in Centretown. During an exit interview in her last few days of work, she reflected on bilateral relations — and shared the job advice she’s already given to her successors.

“It was never hard to be an ambassador here in Ottawa … but the cascade of crisis has energized the cooperation enormously,” she said.

This interview has been edited for length and clarity.

How would you describe Canada-Germany relations today compared to when you started your term as ambassador in 2017?

We always had good trade and people-to-people relations. But what happened in the past too often was the focus was always on the U.S. in Canada. The focus was always on Europe in Germany. We overlooked the potential that lies in this bilateral relationship between Canada and Germany. The mandate I gave myself was to make it clear to us that we don't just like each other, we actually need each other.

In those seven years, world circumstances changed dramatically. And in the course of all of these things that are like a cascade of crisis, Germany and Canada have really realized we do need each other.

If you look at the cooperation we do on foreign policy. During the German G7 presidency [in 2022], the G7 became the management board of world crisis, in particular on the Ukraine crisis. The relationship of our two foreign ministers [ANNALENA BAERBOCK and MÉLANIE JOLY] is extraordinarily close. They work together, talking to each other on WhatsApp.

Canada has extraordinary resources, critical minerals, energy. Canada can be a world leader in renewable energy in particular when it comes to hydrogen. And for us, preferably green hydrogen. Germany is a country that has just replaced its dependence on Russian energy with LNG but ultimately, our commitment is to replace our energy needs with renewable energies.

We've made a lot of headway, but we will still need to import green energy [in a] big way.

Tell me more about that tendency for Canada to focus on the U.S. and Germany on Europe. How was that a challenge for your mandate goal?

I wouldn’t call it a challenge because that’s too negative. The job of being a diplomat for Germany in Canada — it's never been a hardship posting. It's a very, very like-minded environment in which you're operating. It's never been hard, but it hasn't been as dynamic as what we're seeing now and what we've seen even since Covid.

What have you learned about Canada outside the Ottawa bubble?

What you need to do as an ambassador is go out and travel a lot. This is a huge country. It's an extremely diverse country. Beautiful, too. And I thought I knew Canada at the time because I've been here before. But I hadn't really been up north much.

Global Affairs offered this trip to the north where you go to all three territories to several points and you really spend time and meet people — you would never be able to organize so many contacts by yourself. I went up north very early in my tenure and I came back home to Ottawa, and I thought, “Hmm, maybe we're not doing the right kind of things.”

Up north, I realized that anything to do with climate, energy, also natural resources, science are the big drivers of what we can do, how we can effectuate positive change for our societies. And we actually concentrated our resources in the embassy much more on that.

That really great experience translated into policy change.

I want to talk about politics for a minute. The far-right Alternative for Germany (AfD) made gains in the EU elections and we’ve seen the party make connections with parliamentarians last year. Is there a cautionary tale here for Canada — what kind of trends should we be anticipating ahead of an election year?

Let me begin with foreign interference because it relates, right? Foreign interference is, by now, in all our Western democracies. It's a very concerning phenomenon. It's very strong.

In Germany, it's very clear we are more in the focus of Russia. We see a lot of hybrid threats. We have seen disinformation campaigns that have affected some outcomes for politicians.

The attempt is to foster the extremes to destabilize the democratic consensus within a country. And we've seen that the AfD, the right-wing extremist party, has received support from Russia. … There are lots of connections and you can see this is a real danger.

We've just had a European election and even with everything that has happened, and all these things that have been revealed about Russian influencing of AfD politicians, the AfD has still had a strong result.

It's very difficult to see how to debunk that kind of influence. We really need to show the light on those activities and explain to people right-wing extremism. Extremism right now is a global phenomenon.

It is also a nearly normal phenomenon in times when you see societal and transformative change happening. Very often when you’ve had technological revolutions and societal change happening, it creates winners and losers. It creates lots of anxiety. People feel they don't understand the world anymore and they go in for the simple answers. And it is difficult sometimes to explain and face the complexity of what's happening to us.

My ultimate response would be that giving into despair is not an option. We need to try and establish rules for those things. We need to actually trust the strength of our democratic system and convince our citizens to stand up for it. And that's what happened in Germany at one point at the beginning of the year.

2024 WATCH

President Joe Biden pauses during the CNN Presidential Debate.

U.S. President Joe Biden will sit for an interview on Friday with ABC News. | Justin Sullivan/Getty Images

BLAME GAME — Democratic Rep. LLOYD DOGGETT publicly called for President JOE BIDEN to withdraw from the U.S. presidential race, marking the strongest statement as a handful of prominent Democrats start to outwardly criticize Biden’s startling debate performance.

“Instead of reassuring voters, the President failed to effectively defend his many accomplishments and expose Trump’s many lies [during the debate],” Doggett (D-Texas) wrote in a statement.

“Too much is at stake to risk a Trump victory. … President Biden saved our democracy by delivering us from Trump in 2020. He must not deliver us to Trump in 2024.” POLITICO’s JARED MITOVICH has more on that story.

The New York Times reports that in the weeks and months before the debate, Biden’s lapses seemed to be growing “more frequent, more pronounced and more worrisome.”

— Today: California Gov. GAVIN NEWSOM will travel to Washington to attend a meeting between Biden and Democratic governors amid the fallout.

In related news from JOSHUA ZEITZ in POLITICO Magazine: Any move to replace Biden just four months before the election carries considerable risk.

— On Friday: Biden will sit for an interview with GEORGE STEPHANOPOULOS of ABC News. Excerpts will air that evening on “World News Tonight;” the extended conversation will run on the network’s Sunday morning program.

In more related news from POLITICO:

— Now what? JOSH GERSTEIN and MERIDITH MCGRAW outline the next moves for all the key players after the Trump immunity ruling.

DONALD TRUMP would be unlikely to quit NATO outright, according to interviews with former Trump national security officials and defense experts who are likely to serve in a second Trump term. Even still, reports MICHAEL HIRSH, that doesn’t mean NATO would survive a second Trump term intact.

MEDIA ROOM

Prime Minister Rishi Sunak, delivers a speech at a Conservative Party campaign event at the National Army Museum in London on July 2, 2024.

Rishi Sunak appears poised for electoral oblivion on Thursday. | Thomas Krych/AP

— Heading into Thursday’s vote, the U.K. Conservative Party’s fifth leader in eight years seems doomed to electoral oblivion, writes POLITICO’s TANYA GOLD. But what will PM RISHI SUNAK be remembered for?


— Also from our colleagues in London: Everything you need to know about the U.K. election.


— A team from the Star reports that Trudeau has been working the phones to tamp down any caucus discontent, including on a call Tuesday with his national caucus representatives.


— “Never trust centrists or liberals to get the job done,” ERICA IFILL writes in The Hill Times. “Last week, we saw liberalism brick some easy layups, taking ignominious Ls for their efforts.”

ELLIN BESSNER is on today’s episode of “The Decibel” to talk about how Jewish Canadians have been affected by a rise in antisemitism.

— “You can join the give-up-on-Canada crowd, or you can roll up your sleeves,” ANDREW POTTER writes on The Line.

— In a column for National Newswatch, DON LENIHAN encourages political writers to use AI to reinvent the way they write and think about policy and politics. “ChatGPT is up for the conversation. Are you?”

PROZONE


Our latest policy newsletter for Pro subscribers via KYLE DUGGAN: The very least Canada can do. 

In other news for Pro readers:

USTR report shows soaring auto tariffs under USMCA.

Federal judge blocks Biden’s pause on LNG export permits.

Nearly every EU country blows major climate plan deadline.

U.S. Supreme Court opens door to ‘tsunami’ of regulatory challenges.

Inside a leadership 'implosion' at Greenpeace.

PLAYBOOKERS

Birthdays: HBD to MP CATHAY WAGANTALL, Power Corporation’s PAUL DESMARAIS JR. (70), former MP ADAM VAUGHAN, professor and former journo MATTHEW FRASER, GREG LOERTS of Bluesky Strategy Group, CAMERON PENNER of Blackbird Strategies.

HBD+1 to Liberal MP JOANNE THOMPSON who apparently has a special fondness for ice cream.

Spotted: The Conservatives’ hunting and angling caucus launching their annual summer fishing contest where entrants get an MP-branded fishing lure … Bloc MP JULIE VIGNOLA in a kayak with the sounds of lapping water and birds around her.

Movers and shakers: Royal Canadian Navy Cmdre. MATTHEW COATES assumed command of Standing NATO Maritime Group Two from French Navy Rear Adm. YANNICK BOSSU during a ceremony in Toulon, France.

Governor General MARY SIMON adding another title to her CV: Honorary chief commissioner of the Canadian Coast Guard.

NDP MP HEATHER MCPHERSON celebrating “work husband” RICHARD CANNINGS being named PentictonNow’s 2024 Gold Winner for “Local Elected Official.”

In memoriam: The Canadian Press is mourning the untimely death of broadcaster and audio editor LORI PARIS.

RICK CLUFF who retired in 2017 after a 41-year-career with CBC News, has died. “I walked across Checkpoint Charlie, I stood in the DMZ in Korea, I was behind the Iron Curtain in the 1970s,” he told an interviewer as he retired. “It really has been a remarkable career."

WHAT'S HAPPENING TODAY

10:30 a.m. Industry Minister FRANÇOIS-PHILIPPE CHAMPAGNE will be in Montreal with European Commissioner for Innovation, Research, Culture, Education and Youth ILIANA IVANOVA to sign an agreement on science, research and innovation.

12:30 p.m. (10:30 a.m. MT): Just ahead of Stampede, Environment Minister JONATHAN WILKINSON will make a clean energy funding announcement in the Campbell Theatre at Gowling WLG in Calgary.

12:30 p.m. (10:30 a.m. MT): PrairiesCan Minister DAN VANDAL and Employment Minister RANDY BOISSONNAULT will be in Wabamun, Alberta, to make an energy and infrastructure announcement with Parkland County Mayor ALLAN GAMBLE and DENNIS PAUL, technical adviser to Paul First Nation Council.

1:45 a.m. Cabmins MARCI IEN and ARIF VIRANI will be at the Toronto Kiwanis Boys & Girls Club to make an announcement about the Canada summer jobs program.

5:15 p.m. Champagne will participate in an armchair discussion organized by the Conseil des entreprises en technologies environnementales du Québec (CETEQ).

TRIVIA


Tuesday’s answer: NDP MP PAT MARTIN once warned against the House about a zombie apocalypse.

Props to KATE MCKENNA, RACHEL CHERTKOFF, BRANDON RABIDEAU, JOHN ECKER, SARAH ANDREWS, MARCEL MARCOTTE, JOANNA PLATER, GREG MACEACHERN, DARREN MAJOR, ADAM ENKIN, CHIP SMITH, PATRICK DION and MALCOLM MCKAY.

Wednesday’s question: Canada’s 11th prime minister was born on this day in 1870. Name the Canadian war artist who painted his official portrait.

Answers to ottawaplaybook@politico.com

Writing Playbook tomorrow: NICK TAYLOR-VAISEY.

Playbook wouldn’t happen without: POLITICO Canada editor Sue Allan, editor Willa Plank and Luiza Ch. Savage.

Want to grab the attention of movers and shakers on Parliament Hill? Want your brand in front of a key audience of Ottawa influencers? Playbook can help. Contact Jesse Shapiro to find out how: jshapiro@politico.com.

 

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Kyle Duggan @Kyle_Duggan

Zi-Ann Lum @ziannlum

POLITICO Canada @politicoottawa

 

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