This is the latest campaign video from the Conservatives. It highlights the £17,000 debt that every child born in Britain today will inherit.
Some very powerful emotional cues here: a baby suckling on a bottle, a soft female voice accompanied with nursery style music.
Deliberately or not, the reference to Burke’s conservative mantra of government for ‘those who are living, those who are dead and those who are yet to be born’ is very clever.
It is a measured and considered criticism of the government with a positive message for change as the end line. A great spot.