In UK election news, the Liberal Democrats have a clever new campaign that’s attacking both Labour and the Conservatives through the use of fake ads for a fake party, the “Labservatives”. From the Guardian:
The Labservatives use the slogan “For more of the same”, and has a logo of a scribbled tree sitting on top of a rose stem.
The outdoor ads feature a number of different headlines placed on a purple background, which merges Labour’s red and Conservative’s blue.
Headlines include: “Scandal. Recession. War. There’s no substitute for experience,” “You might not trust us but at least you know us,” and “We’ve had 65 years to get it right. So what’s another five?”
This is quirky and inventive and it’s no surprise that the Ad agency behind it is claiming to have been inspired by the kind of out-of-the-box thinking that Barack Obama used in his campaign stateside. But is it effective? I don’t think so. It suffers from the one thing you don’t want in an election campaign: too many messages. Look at all the points it’s trying to get across: Labour are the same as the Conservatives… They are both rubbish… Together, they’ve been in power for ages… They have a lot of experience, but since they’re rubbish this experience is actually a bad thing… They’ve had ages to get it right, but have only given us war and recession instead…
Great for a speech, not so good for a poster campaign. But to be fair, this isn’t really a creative fault. It’s a result of the ridiculously tricky situation that the Lib Dems, as the third party in a two-and-a-half party system, find themself in. On the one hand, they obviously need to attack the government, but they also have to make sure that those attacks don’t send voters into the arms of the Tories. In electoral terms, they are hindered by our brain-meltingly mental first-past-the-post voting system which means that while their candidates face mostly Labour opposition in the North of England, in the South they are mainly up against Tories. This means they are having to attack two flanks at the same time, and it makes electoral messaging very difficult.
Nice idea though!
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