Labour In for Britain, the Labour Party’s campaign to remain in the EU, have been running this graphic as a paid Facebook post for a few weeks now.
It was the first advert of note which used Boris Johnson’s perceived careerism as a reason to vote to remain.
Labour In will see their audience as existing Labour voters and supporters and their task as getting them out to vote, therefore a personal attack on Jonhson with a message about jobs is a potent combination.
Johnson for many in the Labour Party represents the worst of the Conservatives: they see his manner as frustrating and lament his record as Mayor.
Labour supporters also loathe him because they know (even if they try not to admit it) that a Boris Johnson-led Conservative Party would be a formidable opponent in the 2020 general election: swing voters were twice won over by Boris’ charms in London.
The headline in the advert has a lovely rythm to it and the piece as a whole is very well put together.
There’s a few pieces being written about Stronger In adopting a “take out Boris” strategy in the final weeks.
Personal attacks often backfire and they would do well to make sure that any negative ads targeting Boris are – like this one – linked tightly to an area of policy.
politicaladvertising.co.uk 
Hi Benedict
Lovely to see you guys at James’s the other day.
Loving reading these, very insightful
I wandered if you would possibly give us your private opinion on a Pro Euro ad we are putting together….it is going to be aimed at the youth vote, will be about giving it the chance to go viral.It is an edgy pic shot in Banksy’s Dismaland but the message is difficult because it is of Cameron who is obviously in the remain camp.
We are going to mock something up but would be interesting to get you opinion on the clarity of the meaning as it would abject for it to backfire…
Do you mind if I fire something across to you.
Cheers
Barry
Sent from my iPad
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Barry! Great to hear from you. Please do send across – sounds very interesting.