Liberals roll out a two-fold campaign against Labor

The Liberal Party last night launched two new TV commercials as part of a campaign aimed at undermining Kevin Rudd’s popularity while also promoting the Coalition’s policy agenda.

On Sunday night the Coalition rolled out the TV spots, one called Rudd’s Record – which targets Kevin Rudd’s record as Prime Minister criticising his approach to the budget, border protection and the carbon tax – and the other called Our Plan – Real Solutions features opposition leader Tony Abbott talking about his policy document which he refers to as “Our Plan”.

This is not the first time the Liberals have targeted Rudd since his return to the Prime Ministership. On the night of the leadership spill the Coalition released an online ad featuring clips of senior Labor figures criticising their new leader Kevin Rudd.

However, this new advertising campaign also targets Labor’s brand featuring a final shot of Labor’s logo looking tarnished and broken.  This was a strategy that was also used in the Liberal National Party campaign for the state election in Queensland which saw the logo slowly break apart and becomes covered in flies over the course of the campaign.

LaborQueenslandThe Liberal Party has not disclosed who is doing the creative on their campaign advertising although news website Crikey has reported that Ted Horton is one again taking the lead on the 2013 campaign. Horton declined to comment telling Mumbrella: “I don’t talk about anything to do with politics.”

Liberal sources have today confirmed that the Brisbane advertising agency Kelly Gee is also involved in the creative for the 2013 Federal Election. The agency did a lot of the work for Campbell Newman’s campaign in 2012.

This latest effort has also been supported by print advertising with the Coalition also promoting its Our Plan – Real Solutions in full page newspaper advertisements.

The Liberal campaign, which has also generated significant amounts of free media, comes just a week after Kevin Rudd launched a TV advertisement which denounced “negative politics.”

Advertising creative Dee Madigan is among those understood to be working on the Labor creative.

Nic Christensen 


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