This is a masterclass in how NOT to do a piece of attack advertising. Negative political ads should remind voters of something they already think, or they will backfire horribly. Just like this one has.
The Labour Party have been focusing on crime for the past few days. They done media appearances and run adverts about issues like fly-tipping, police funding and domestic violence.
But all that will be remembered is an ad which makes a poorly substantiated and abhorrent accusation about Rishi Sunak.
The ad has been condemned by politicians from across the political spectrum.
Yes, the ad has generated publicity for Labour’s ‘tough on crime’ positioning, but it will be more effective at creating sympathy for Sunak.
Even Sunak’s fiercest critics would not genuinely think that the Prime Minister would want to keep adults convincted of sexual assault out of prison.
Therefore the immediate reaction of any right minded person in the country who sees this ad will be to defend Sunak, rather than disparage him.
What a total own goal.
politicaladvertising.co.uk 