Canada

"Our peer presure is good because we tell you it's ok to fear and hate but their societal pressure to be a better person is bad for making you feel bad about yourself."

You have my sympathy, I used to be the exact same person as you politically. Play the ball, not the player, and all that. I learned the hard way that for populist authoritarians, people like us are marks, suckers. Plain as that. Today it's vote your conscience, tomorrow it's think what your family would say. Today it's "free speech absolutism", tomorrow all the dissenters get deplatformed for the greater good. Whatever can sound reasonable and promote their agenda that Tuesday.

Considering a "reasonable" appeal they make in isolation, outside the context of their overall goals and values, is exactly what they want you to do. A separate bubble reality for each day, for each issue, for each political scuffle, where they get to pick what ethical values to emphasize and what moral high ground to manufacture. They're happy as long as you don't see the big picture and don't ask yourself questions like "wait... do these people actually believe in individualism? That I should do what I want with my life regardless of what anyone else has to say about it? How important has that value been to them historically?"

Societal pressure is all people have to influence others. Advertising, campaign ads, friends and family, etc. The ballot box is private so people can't coerce you or punish you which is good.

But we should absolutely be telling our friends, family, and neighbors how we feel about their political choices if they talk about them. That's what society is for.

This ad is taking the protections the secret ballot gives and implies you should lie to others. Which is great if you're afraid of violence. But if you're doing it because your ashamed of your vote, perhaps you should consider why you're ashamed.

An issue with the ad is that it says you should feel embarrassed voting for them