One of the defining images of the 2008 American presidential election, regardless of who wins, will be the “Yes We Can” viral video created by Black Eyed Peas' Will.i.am. It’s one of the most influential meetings of celebrity and politics ever seen. Set to a sparse acoustic guitar track, the video splices together images of Scarlett Johansson, John Legend and a slew of other actors and musicians singing lines from Barack Obama’s “Yes, We Can Change” speech, with clips of Obama delivering the oratory in South Carolina. The defining feature of the current Canadian campaign: Stephen Harper in a sweater vest.

The overlap of celebrity and politics seen in “Yes We Can” is nothing new. Hollywood elites like Warren Beatty and Barbra Streisand have rubbed elbows with the Democrats for decades. While the star-power of Republican supporters tends to shine a little dimmer, they have proven more inclined to roll up their sleeves and put their money where their mouths are. Ronald Reagan, Sonny Bono and Arnold Schwarzenegger each slogged it out in Hollywood prior to their leap into politics. The current campaign is no different. Actors and musicians are falling over each other as they throw their support behind Obama and John McCain. Both candidates understand the importance of branding themselves and the role celebrities play. The “Yes We Can” video meme was an opportunity for Obama to make allies with some of Hollywood’s hottest talent and with them, their young, influential fans.

Canadian elections in comparison tend to be short, cursory affairs. There are no star-studded rock concerts and few actors, if any, are stumping for candidates. “That fusion between the world of celebrity and politics isn’t quite what it is south of the border,” says celebrity watcher and National Post columnist Shinan Govani. “The prospect of speaking out or being too polemic about these matters isn’t in our DNA.” The only sign that our glitterati are even conscious that an election is happening are their protests against arts funding cuts and that’s more akin to a union protecting jobs than backing a political ideology.

But according to Ruth Corbin, managing partner of marketing sciences firm Corbin Partners Inc, from a branding point of view, the lack of celebrities in the election campaign is a “missed opportunity” for our politicians. “Accepting an endorsement enhances the brand,” she says. Numerous psychology studies confirm that who you associate with affects other people’s perceptions of who you are and celebrities bring with them an aura of cool.

Part of the reason for the dearth of celebrity on the Canadian campaign trail is that, like many voters north of the border, actors and musicians who make it big in the States tend to find the election in their adopted country more engaging than the one back home. Canadian Ryan Reynolds and new wife Scarlett Johansson are vocal Obama supporters. “They’re the cool celebrity couple that have Obama’s back,” says Govani. And even if these stars aren’t publicly backing a candidate down south, he says, Canada’s election isn’t high on their radar. “I don’t think Keanu Reeves is staying up at night thinking ‘who will prevail: Dion or Harper.” Endorsements from our homegrown stars have limited reach since the Canadian media soapbox is much smaller than the one in the U.S. says Govani. How much weight can Mary Walsh’s opinion really carry?

In 2003 U2’s Bono gave a surprise speech at the Liberal party convention, praising Paul Martin for his commitment to increase foreign aid in Africa. But his subsequent public vilification of Martin after he reneged on the promise couldn’t have helped the then prime minister’s image. “You pursue [celebrities] at your own peril,” says Nelson Wiseman, a political science professor from the University of Toronto. Corbin agrees. “It’s such a dynamic risk,” she says. Your images become entwined and the decisions made by one reflect on the other.

That many of our politicians are more recognizable than our actors and musicians — they regularly appear on sketch comedy shows like The Mercer Report and This Hour Has 22 Minutes — should be an asset for the Liberals with their deep roster of recognizable MPs. But says Ray Heard, former Liberal party communications director and vocal critic of Dion, the party is missing the boat. Young, recognizable candidates like Ruby Dhalla and Justin Trudeau are pushed to the background while voters are treated to the likes of Bob Rae and Michael Ignatieff instead. “Rae and Ignatieff are yesterday’s generation,” he says. “The Liberal party needs to re-engineer itself.” Ruby Dhalla was a bonafide star in Bollywood prior to becoming an MP for Brampton-Springdale and she was recently ranked third in Maxim’s list of The World’s Hottest Politicians. “She has that star quality,” says Heard. And though unproven in politics, Justin Trudeau is a magnet for attention. Trudeaumania is the closest thing Canada has come to the Cult of Obama. “It’s about the charisma or buzz that they have,” says Heard, “and Justin Trudeau exudes buzz.”

The Conservative camp is similarly ignoring high profile ministers like Peter MacKay, Jim Flaherty and John Baird, instead focusing their entire campaign on Stephen Harper. It’s the most sophisticated act of branding among the parties says Wiseman, but Harper is hardly the dynamic figure on which to build a brand.

In past elections The NDP attracted the most Canadian star-power with Sarah Polley and the Barenaked Ladies’ Steven Page giving the party their support. This time out the NDP have taken a page from the Conservatives playbook and focused their campaign around their leader. “Jack Layton has personal charisma,” says Robert Logan, a physics professor at the University of Toronto and former advisor to Pierre Trudeau. As far as he’s concerned the rest of the leaders are bland in comparison.

Of all the parties, says Wiseman, the Green Party has the best brand. “The name sums it up.” Elizabeth May has done a lot to bring the party into the mainstream but hasn’t been able to break their image as a one-issue party. “She’ll be lucky to win her seat,” says Logan.

Although celebrities do bring many benefits to a political campaign, nothing inspires voters like a charismatic candidate. “No amount of branding could energize the Canadian electorate the way Barack Obama has in the US,” says Logan. And both Heard and Logan agree that Canadians haven’t seen a leader like that since Pierre Trudeau. Until another leader with those indefinable qualities comes along, Canadians will have to settle for observer status to America’s hysteria and Stephen Harper’s sweater vests.