This One’s About Trust

This New Zealand Labour Party  commercial ran in the week leading up to parliamentary election polling day on November 8th; the NZ Labour Party were incumbents and lost.

Mary is a voter considering voting for the opposition but who ‘just doesn’t quite trust’ the leader in these difficult economic times.  A highly negative spot that says little about values or ideas of the incumbent, but plays on the fears of electorate. 

Although the “things are going well, don’t let the others wreck it” path is well trodden in political advertising, this commercial has almost gone for “yes, it’s bad… but it could get worse!”

The lighting is dark, the tone is downbeat and there is literally nothing remotely positive about it.  It’s a last ditch attempt to haul back those being tempted elsewhere and far from a rallying cry behind a cause or idea.  I hate these sorts of adverts, I’d love to see some research as to their effectiveness – can anyone enlighten me?