The SNP have released a new party election broadcast and it’s been given a huge amount of flak online and for good reason.
It doesn’t start well.
The studio setting is too dark, almost funereal. Within this setting, when John Swinney talks directly to camera in a severe tone, the whole thing feels depressing.
But then it gets worse.
We suddenly cut to reveal that Kate Forbes is in the studio! It’s bizarre. It’s like Kate’s been eavesdropping on John’s conversation with the nation. Surely there should have been a wide shot at the start to establish that she was there from the start?
And then real problems begin.
The initial setup of John speaking to camera was dry and dour, but at least it made sense. With the introduction of Kate Forbes neither of them knows whether they’re meant to be in conversation with one another or talking to voters, which means the awkwardness dial gets turned up to 11.
It’s a real poorly conceived piece of communication that’s been badly executed.
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