The provincial election call is still three months away, but New Brunswick's two main political parties are already buying advertising time on TV and radio.
They're test-driving messages they plan to take into the campaign later this year.
One Progressive Conservative ad targets the Liberal stance on a shale gas moratorium as perpetuating the need to go west for work.
It has two women chatting. "He's gone for a month this time," one woman says to the other about her husband working outside New Brunswick.
"It's a moratorium on jobs and a moratorium on families being together," the ad states.
Liberal Leader Brian Gallant's ad, meanwhile, serves as an introduction to him, describing a humble background.
"My parents worked at fast food restaurants and grocery stores their entire lives," Gallant says, telling viewers he had to put himself through law school on his own initiative.
"I'm a person who gets things done, and today New Brunswick needs a lot done," he says.
The ads come as a major pollster is in the field this month, surveying New Brunswickers on how they plan to vote in September.
Outside campaign periods, parties can spend $35,000 a year on ads, while riding associations can spend up to $2,000.