The Woman Who Made Up Her Mind – new Better Together referendum broadcast

Sorry mate, don’t mean to embarrass you, but…er… your strategy is showing

The Better Together campaign have released a referendum broadcast that tries to appeal to undecided female voters.

It features a mother talking to the camera about her concerns for an independent Scotland: the security of Scotland’s oil supply, funding for education, the way “there’s only so many hours in the day and there’s so much to weigh up”.

The script wreaks of inauthenticity – it lists every single Better Together line of attack without breath.   It’s so obviously aimed at undecided female voters that it feels terribly awkward.  If the average viewer’s initial reaction to seeing your comms is “ah, I can see what you’re doing there pal” rather than some level of emotional gut response, you’ve completely ballsed it up.

And the characterisation is fairly patronising – the lead woman is mainly concerned about household tasks and complains that it’s her husband who cares about politics.  It’s this latter element that has led to something of a twitter storm using #PatronisingBTLady

H/T to @frances_ryan for sending

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