Should you ever say sorry in an ad?
I don’t think I’ve seen a political party say sorry for its misbehaviour while it’s still in power before.
But NSW Labor isn’t like other parties.
However, if you treat the party as a brand then I wonder if this campaign marks the moment when the political marketers found their key insight.
(Video courtesy of Xtreme Information)
The starting point for brands is to be honest.
And political parties often forget that – and the public sees through that cynicism.
Dreadful as many voters will have seen the NSW Government, I wonder if this ad will mark the moment the party’s fortune turned.
If the insight is that the public thinks the party has done a dreadful job, then perhaps honesty will turn out to have been the best policy.
Tim Burrowes
Tim Burrowes founded Mumbrella in 2008. He worked on Mumbrella until 2021. At various points he was editor, content director and editor-at-large.
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They could start by saying sorry about the $330 million they pi$$ed up the wall for the CBD Metro that never happened…
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Or the Parramatta to Epping rail link! NEVER FORGET.
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And the fact that they appear to have elected an American by mistake?
Hasn’t her working holiday visa run out yet?
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Is it just me or does she talk too slowly?
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Or for the paedos, pervs, drug-peddlers, and beyond the pale self-service and corruption all the way to the top. Half of them will probably be working for Mac Bank within days of being booted out.
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I think you have missed the point if you think this is an “Honesty” campaign.
This is an “admission we %#cked it up” campaign or a “we have nowhere else to go ” campaign.
The cynical imagery of Police and fair go for families will do nothing to avoid the well deserved fall over the precipice outcome for Labor.
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They say sorry though are laughing all the way to the bank when the NSW taxpayer shells out for their “hard work” post their political career! F’ing rubbish government!
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Is it just me or in NSW inhabited entirely by white, middle-class young families with kids?
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Surely no resident in NSW is going to be sucked in by this rubbish?
She apologises for the government (Gillard-style – she even uses “off track”), and then proceeds to tell us the wonderful things that have happened since she became Premier. What, like the electricity sell-off schemozzle? The CBD metro debacle that cost $500mil for nothing? Road projects delayed or cancelled? Train projects delayed and cancelled – Epping rail link anyone? The shambolic state of NSW hospitals eg Hornsby? Not to mention scandal after scandal that have continued under her watch, and the resignation of 20-something MPs, like rats deserting a sinking ship.
No wonder so many Labor candidates have the Labor logo so small on their election posters it’s practically microscopic.
After 16 years, It’s time…
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I am speechless. We live in the most highly taxed state in the country and the $330 million wasted on the aborted CBD Metro is just the tip of the iceberg – I have no idea where all my tax goes. I naturally am a left-wing leaning voter but there is nothing on earth that could get me to vote the Labor party back into NSW government.
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“I wonder if this ad will mark the moment the party’s fortune turned.” – I think not
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Hell no. “Sorry we f’d up, give us another 4 years to keep on doing so”
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Guess what labour government – you owe a lot more than an a crappy apology in a crappy cliche ad.
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How much did they manage to pi$$ up against the wall with this complete tripe !?
If we need ANOTHER reason to turf them out, there it is !
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Idontknow – What about all the Libs who are laughing all the way to the bank while the NSW taxpayer shells out for their ‘hard work’ post political career?
You don’t sound too informed, more blinded by the love of the Rabbot and all things Liberal.
I’m more worried about energy. What’s BOF’s stance on that?
He doesn’t have one. The whole party doesn’t have one.
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“The starting point for brands is to be honest” – yes, but I dont think that means admitting you are crap.
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The reason they are saying sorry, is that have absolutely nothing else to say or nothing else to do. They have nothing to boast about, they have achieved nothing, other than jaw dropping self aggrandisement. So their marketeers (read – venal scum) have figured, “what the hell, let’s say sorry! There’s a million to one chance it might work – which is better than the zero chance we’ve got if we talk about our track record. Anyone got any better ideas?”
This is without doubt the most nausea inducing government since Joh Bjelke Petersen’s. They deserve nothing less than annihilation, and unless the people of NSW are forced at gunpoint to put an X beside Labor on election day, these reprehensible swine will be anninilated. I have never looked forward to an election more! They’re sorry? What about us? Fuck them.
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Labor needs to be booted out as it has become simply all about power and employment for party functionaries.
that said, I don’t think anyone is looking at O’Farrell and the Libs with any great affection, its more that we need to punish labor so they reform and get better.
If the Libs had a moderate Greiner type leader, I’d be more confiednet voting for them, but they seem to be hiding their crazy right wingers somewhere until after the election
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I was appalled by one of her press conference comments that ‘the cost of living is the biggest isue’. WTF? What about traffic-choked roads, overcrowded transport, corrupt leaders, a failing health system… Sure, I earn above the average wage, but I can tell you that plenty of my peers would rather give back the energy rebate and not live in a crumbling state.
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“…the government was too focused on itself”
!
What is that code for?
What does that actually mean?
If they want to fess up, be specific and then we know there’s a chance they won’t do it again… guess it would be a long list, though.
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The different coloured outfits for different scenes goes just a little too far…
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Sorry ALP – sorry doesn’t cut it this time. You can’t make up for 16 years of pathetic government with a single “sorry”. I think a spell in the naughty corner, less pocket money and less media exposure is what you all need ALP.
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They should’ve gotten the team that did the ‘Peta vegetarians have better love life’ campaign, instead of this. Might have gotten them the bogan vote at the very least…
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Let’s just make sure they get voted out this time. I am hearing Kristina say sorry – I am not hearing Barry O’Farrell say anything at all. Come on Barry where are you?
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Should you ever say sorry in an ad? Yes – but only if you really mean it.
K.K. saying sorry: fail.
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Curious if they are sorry for spending taxpayers money to make that filth and then buy the media space?
This isn’t honesty Tim and surely you are well aware of that. This isn’t even a “we fucked up campaign”. This is advertising in its ugliest form – attempting to make people believe by conning them and overselling an apology. It smells like used car salesman techniques.
What is that advertising law about misleading and mispresentation? Sure there is something around like that… might have to ask Optus…
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The inner-west is plastered with “Keep Verity” posters… (which make me think of “Save Ferris” every time I see them).
But the ultimate irony: Verity Firth’s office on Glebe Point Road is up for auction, with a massive sign out the front. Too funny.
I know lifelong Labor voters – ardent left wingers – who are voting Liberal this time around, as for Labor to win again means the effective death of democracy in NSW.
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On SBS news tonight they showed a string of past NSW Labor Premiers since Bob Carr, all saying how sorry they were, but they would do better. It was a repeating theme in each campaign.
So far from being unusual or refreshing, this seems to be standard NSW ALP tactics And I guess it’s worked for them for the past 4 elections…
Hi ho, hi ho, it’s off to Green I go…
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Looks like the NSW Libs have had some fun with this ad… A complete KK piss-take.
http://bit.ly/eoMyMn
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Dear All,
You may all be surprised to learn that NSW Labor actually tried to cook the books on the CBD Metro. I was a submitter to the Environmental Impact Study. NSW Labor tried to take the properties even before approval. This was in mid 2009. They sent the CBD Metro authority (defunct) into Rozelle, Pyrmont and the CBD and told us all we had to sell. Virtually none of us did despite the bribery offers. Labor then spent 120 million on buildings in the CBD worth 55 million to try and get the campaign (sorry CBD Metro) ball rolling. On New Years Eve 2009, our friend and trustee Mr Tony Kelly approved the project in secret. Its on the Dept Of Planning website. Go see. Then Kristina Keneally rescued him and herself by cancelling it. Pure evil. How can you say sorry ? Labor has failed its very own ideals. What do you all think?
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Excuse me while I vomit
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I think she’s hot
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The sociologist Dr Brené Brown established that for a meaningful connection to occur between people, each needs to be candid about their vulnerabilities. Social media is evolving consumers’ relationships with brands closer to real interpersonal dynamics. The brands that are candid about their flaws will have a more receptive audience when they communicate their strengths.
Political opinion aside, this is pretty bold as a marketing tact for a political party, where opponents are looking for any ammunition against you, however petty.
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being candid about your failures is brave and I respect that – however, when I believe somebody is just saying sorry to be seen to be sorry, well then I reject that apology upon the basis that i perceive it to be a disingenuous stunt. Everything i know about politics, politicians and how the NSW Labor Party operates, indicates to me that this is just one such stunt. Bring Rees back if you want my vote – he at least had the semblance of a person who truly did mean what he said.
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Nice work
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Sorry ? Sorry I spilled the tea on you. Sorry I misspelt stupid. Sorry just isn’t enough for major Govt management failures. It doesn’t address the problems. Sorry is what Labor will be as it weeps itself to sleep on election night.
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@re: turn on
That’s a solid point re: admitting vulnerabilities and is simllar to the concept that admitting fault leaves nowhere for your retractors to go.
It may have had some legs in this context had this execution left it there but unfortunately the “sorry” turned into a “but, look at what we HAVE done..” and that completely negates any apology.
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