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.