Don’t let him sacrifice your job so he can get a better one

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.

Alan Johnson launches Labour In For Britain

The Labour Party have released a new video promoting their Labour In For Britain campaign around the EU referendum.

Alan Johnson, leader of the Labour In campaign, tells a personal story of how he made his decision to vote ‘In’ in the 1975 referendum.  Telling a personal story is a nice way to make a connection with an audience and in that respect it’s a persuasive piece of communication.

The motion graphics used for the visuals are fairly well done, but it’s no substitute for an actual idea.  At points the animations are slightly distracting from the storytelling, instead of reinforcing it.

It would have been fun to have seen Alan Johnson walking through the decades since 1975, Hovis-style,  or to have used the lens of the 1970’s to deliver a more memorable and entertaining film.