The Better Together campaign in Scotland have this week released the above billboard.
Having received widespread criticism for running a negative campaign, Better Together have clearly decided that some positive posters are the order of the day.
I think this is a mistake.
It is the role of challengers to sell anger about the status quo – something which the Yes campaign have been doing to no small degree, albeit occasionally blended with messaging around hope.
However, it is the role of the incumbent to sell fear of change. If they fancy sticking some ‘there’s still so much to do’ in there for good measure, fine. But the fear should be non-negotiable.
Better Together should not allow themselves to be put off course by the Yes campaign’s complaints about the tone of their campaign. When polling day comes, it will not be vanilla, forgettable copy and imagery like the above which will make the electorate think twice about putting a cross in the ‘yes’ box.
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 Green Party released this video last week to coincide with EU debates between UKIP’s Nigel Farage (pronounced like ‘garage’ with an f) and the Lib Dem’s Nick Clegg MP.
It’s very long. So, so long.
Something’s got to be intensely interesting to keep your attention on YouTube for over 3 minutes and I’m afraid this doesn’t quite cut it. There’s some funny moments, but I bet any vaguely normal person would have closed the window before the Green Party spokesman appeared.
The party win points for timeliness, but get a slapped wrist for overindulging themselves.