Politicos may cringe, but Sunak’s Home Alone-style film got box office reach and helped make the PM a more likeable character.
It is sometimes possible for political leaders to play a part in major cultural moments.
If a politician can place themselves authentically within a cultural moment it can make them seem like they understand the collective spirit of a nation. It can position the leader as a unifying force. It can enable them to transcend traditional political divides and connect with voters on a human level.
It’s why things like major sporting events (Olympics, cup finals) and Royal events (deaths, marriages, jubilees) are such a bunfight for politicians in Britain.
They all want to be the one to be seen to be part of “the moment”. Can you imagine how jealous every politician was when Penny Mourdant went viral for carrying a sword during King Charles’ Coronation?
In his advent advert, Sunak has tried to play a part in the cultural moment that is Christmas.
His video, done in the style of a Home Alone movie and set within 10 Downing St, is successful on two counts.
Firstly, it received widespread (largely positive) news coverage and found its way into tens of millions of people’s social media timelines.
This means that the mainstream of society, who will not have watched much or any of the video, will likely be aware that Sunak has done something “fun”. As plenty of voters perceive Sunak to be “out of touch”, this is a win.
Secondly, for the minority of people that watched the video, it positioned Sunak as hardworking (he was the last one in the office) and it detailed biographical details that enable people to connect with him on a personal level (he likes Coca-Cola, his cat and cricket).
Given Sunak is still relatively new to the collective consciousness, building these personal brand values is a big positive.
To the politically interested, the video is incredibly cringeworthy. We can see what he is trying to do with total clarity and we find it terribly embarrassing.
And it’s true that this is definitely not Tony Blair calling Princess Diana the “People’s Princess” in 1997 or Boris Johnson waving the Union Jack at the Beijing Olympics in 2008.
But Sunak has, in a small way, forced himself into the Christmas 2023 cultural moment and his team will view this stunt as “runs on the board” in the year long test match that will be the 2024 General Election.
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