Rishi beats Brexit drum to bash Truss’s record

Rishi Sunak has released his first batch of Meta ads and he’s gone big on Brexit.

Sunak supported Vote Leave in the 2016 EU referendum whilst his opponent Liz Truss backed Remain.

Using contrast advertising is a smart play from Sunak.

A candidate that is trying to cut a polling deficit needs to find ways to slow the opposition’s momentum.

Highlighting a negative of your opponent in a way that puts your candidate in a positive light is a good way to do this.