The Conservative Party have launched a poster to accompany the video released earlier this week.
I’m not sure why the two weren’t released together as it has slightly reduced the media impact of the poster.
Nevertheless, this a good political advert and a nice follow-up to the ‘Miliband in Salmond’s pocket’ poster which caused such a stir.
It features a simple, single-minded message delivered with a provocative visual and clean art direction. It’s not the most hilarious thing I’ve ever seen, but certainly has enough wit to dampen the blow in the minds of the electorate.
I suspect the Conservative Party will worried about going over-the-top with their mocking of Ed Miliband. They will need to be careful not to seem like braying bullies and I wouldn’t be surprised if this poster is the high-water mark of the Salmond / Miliband baiting.
I’ve finally got around to posting this animated video by the Conservative Party which features Alex Salmond as a boogeyman who has Ed Miliband dancing to his tune.
The voice over is nicely done and it’s a well-crafted animation.
The juxtaposition of the serious tone throughout 90% of the film with the comedic ending works well.
The ridiculousness of the jig performed by the Labour leader is the nugget which has led to this video being shared widely and featured multiple times on prime time broadcast news.
On Saturday The Guardian ran a piece on the most recent Tory poster which featured the great and the good of political advertising (and me) giving their thoughts.
You can read the full article here.
The Conservative Party yesterday released a new poster that features the image of a wrecking ball and the copy “A recovering economy. Don’t let Labour wreck it”.
This is a classic piece of M&C Saatchi Conservative Party attack advertising and bears all the hallmarks of Jeremy Sinclair, the creative mastermind behind every Conservative Party advertising campaign since 1979.
The ad brilliantly reduces the whole election debate to 8 simple words and features a visual that packs a punch (or wrecking ball, in this instance).
The ad is also running as a digital animation and has already been spotted at several of the top poster sites around the country. One such example is the Euston Road underpass in London, featured below.
The Conservative Party are running paid-for video advertising on YouTube which is targeting voters in marginal constituencies around the country.
This is a ‘first’ in UK politics as no political party to my knowledge has used the platform in this way before. Yes, political parties have long been posting videos to YouTube (which tend to gain minimal views) but no one has put serious media money behind them in order to make sure target voters view the content.
TV advertising is widely accepted to be the most powerful media in hitting businesses objectives; the Conservative Party’s ability to pay for a TV-like medium in their campaign is a massive bonus.
As the Buzzfeed Political Editor notes:
“This gives the Conservatives a massive campaigning advantage over their rivals and allows them to reach potential voters who do not read newspapers or watch TV.”
Political advertising is not allowed on TV outside of sanctioned Party Political Broadcast slots, however as YouTube can now reach mass audiences that law seems increasingly outdated. And the fact that YouTube can target voters much more accurately than traditional TV channels means that, in some ways, it’s an even more potent platform.
The 3 videos featured above are examples of the adverts that target voters will have been served so far. As there’s no requirement for the videos to ‘go viral’ in order to drive views, the Conservatives can afford to be much more direct about their message – something that they seem to be relishing.
Plenty of commentators have pointed out the similarities between the electoral landscape that preceded the 1992 General Election and the circumstances that we find ourselves in now.
Indeed, the Conservative Party have quietly admitted to “dusting down the 1992 play book” in preparation for the 2015 electoral battle.
So, I thought it might be interesting to revisit some of the creative ideas from 1992 that Tory HQ may be resuscitating in the coming weeks.
Last Friday (2nd Jan), the Conservative Party released their first poster of their general election 2015.
The poster features a road that begins in the foreground of the image and runs into the horizon through a green and lush British countryside landscape. The ad carries the headline “Let’s stay on the road to a stronger economy”. The body copy features substantiation to the claim that the economy is improving, including the phrase ‘the deficit halved'; a statement which many in the media claim is a ‘porkie’.
I give the Conservatives credit for the fact that their first poster of the campaign is one which positively states their case for their re-election. That always feels like the appropriate thing for an incumbent to do, as opposed to beginning with an attack on the opposition.
This sort of enthusiastic communication will do a good job of reassuring voters who are already leaning towards voting Tory in May that they are doing the right thing.
However, it must be said, that this is a fairly dull piece of advertising. There is a little in the way of interest or reward for the viewer. Instead of trying to charm the electorate with wit or intelligence the party have tried to avoid risk and deliver a straight message.
The fact that this poster, which is unlikely to gain a huge amount of traction positively as it is so boring, is getting so much negatively publicity (around the deficit claim) will be very frustrating for the Conservative leadership.
Perhaps the middle of road isn’t always the safest place to be.