The focus of the Labour Party’s communication activity has now pivoted from defence against UKIP to attack on the old foe that is the Conservative Party.
The lines of attack are now familiar and will become more so as we move ever closer towards polling day in May next year.
What is new is that Labour have created a brand logo for their attack. Creating a singular visual point of consistency which encapsulates the values of an organisation and lodges itself into the minds of an audience is hardly a new practice, but it’s fairly unusual to create one for an opponent.
It seems like a smart move to me and it will be interesting to see if it’s something that lasts beyond conference season.
The Labour Party’s line of attack against UKIP during their conference in Doncaster is “UKIP: more Tory than the Tories”.
The aim of the communications is to remind people in Labour’s heartlands who have a deep and visceral aversion to the Conservative Party that a flirtation with UKIP is tantamount to getting into bed with Margaret Thatcher.
These ads are aimed squarely at the working class in the midlands and north who might be tickled by Farage’s brand of anti-elitism and pub populism.
I’m not a fan of the strap line – it just reads like it’s been written by a Labour spokesperson. It’s void of humanity and is not the language of everyday speech.
The strategy, however, is sound enough.
The Islamic State of Iraq and Syria (ISIS) have released a video promoting their (as yet unrecognised) state and militant organisation.
The 13-minute long video is professionally shot and edited, and shows a group of young men – including those from Britain and Australia – holding weapons and reciting militant Islamist slogans and passages from the Qur’an.
The aim of the video is to encourage young, western Muslims to travel to Iraq and Syria and become part of their jihad (struggle).
The creative strategy for persuading potential recruits is to portray members of the militia as relatively normal people who the audience could associate themselves with.
The setting for the majority of the video is a verdant, thriving and bright forest; this is to imply that the environment recruits could look forward to would be comfortable and relaxed. Occasionally there is footage showing groups of young men, often in balaclavas toting machine guns and seemingly having a good time; the sense of camaraderie and solidarity will no doubt appeal to the audience.
The video is however very long indeed and there isn’t enough interesting things happening or being said to justify this duration. The speeches often seem slightly confused, incoherent and are not particularly inspiring.
Nevertheless, I suspect the mere fact that the organisation has produced a professional looking video that speaks directly to the small group of people who were considering making the very dangerous trip will be inspiration enough for the potential recruits.
The Economist newspaper published today has an article on political advertising that is worth a read.
And in case you don’t make it all the way through, I’ve kindly pulled out the key quotation above.
Don’t mention it.
UKIP have released a new batch of billboards in advance of the upcoming EU elections.
The posters are the most polished and creatively driven that the party have ever produced. This, combined with their punchy, straight talking tone has meant that the adverts have already generated a huge amount of press interest.
They use the slogan ‘take back control of our country’ and, amongst other things, highlight the fact that 75% of British laws are made in Brussels and that UK taxpayers fund the ‘celebrity lifestyle’ of EU bureaucrats.
The party has taken aim at the huge number of people who feel alienated by Westminster politics and who would sign up to a “common sense” approach.
The fact that their content will annoy the liberal political elite is testament to their likely success.
The posters are funded by millionaire Mr Sykes who has pledged a blank cheque to UKIP leader Nigel Farage to try and win the upcoming election.
The Conservative Party have released this ad attacking Ed Miliband’s response to the budget today.
It’s fairly straight and won’t set the internet on fire, but it’s a useful piece of content for helping to win the social media budget battle currently raging online.