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.
The 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
part of me would like to see Kevin win the election just to see Alan Jones and Singo’s reaction………..but I hope people see its the whole party not just Kevin or Julia.
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It would be nice if Abbott had “Real Solutions” but it would be even nicer if the went on TV to explain what they are. So far all we get is “we have solutions” without any solutions. A debate with Rudd would be a good start.
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No doubt Jones and Singo’s reactions would be much like Donald Trump’s tweet last year when he expressed his disgust at the re-election of the Obama Administration. Jones and Singo would no doubt struggle to comprehend that it is the will of the people, not their partisan interests and those of the Murdoch press, that decide elections in Australia if they choose to return the Labor Government at the forthcoming election. I am hopeful sanity will prevail, people will realise what a liability to this country the Lathamesque Abbott and his bunch of Coalition lackeys would be, and that they will (narrowly) vote for Rudd.
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I liked it. I will vote for Abbott (there, somebody’s actually said it.) I’m a swinger normally, but another three years of this Labor pantomime is too horrific to imagine…
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DS, and in no time you will realise true horror with the Mad Monk in charge and be yearning for the past.
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The trouble with the theme that Rudd is full of hot air and no substance is that it is backfiring. It reminds viewers that Mr Abbott has no substance either. You only have to read the “Solutions” booklet to see that. And his repetitive slogans have worn threadbear. Is it too late to get M Turnbull back to lead the campaign?
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Lipstick on a pig doesn’t alter that it is a pig. Abbott is still Abbott, still nasty.
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DS, Regardless of any Labor pantomime, the show Abbott is promoting “Budget Cuts” has been running in Europe for a few years now and nobody wants it to continue. Nobody is happy with it, but if you think we will be the only country in the world to make it work then vote for Abbott and his team.
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@ Lindsay… surely the European countries you talk of massively overspent first and foremost (Greece the prime example) hence the dire need for the austerity measures you see now. Sure, Labor can keep spending, spending, spending trying to buy the vote but ultimately – like the Europe disaster you talk of – it will come back to haunt BIG time. Anyone who owns a VISA card know this…
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@ Lindsay PLEASE. Those European countries you talk of were leftist governments (ie Labor), who borrowed, borrowed, borrowed (ie Labor) and basically bankrupted the country after they defaulted. The austerity measures where then placed on them by the EU and the banks to basically save them from becoming insolvent. To liken it to a Liberal government proves you have absolutely no idea what you are talking about.
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What bothers me is if Rudd gets in his own party cant stand him and ousted him so who will we get ? In twenty eight years Labor has stabbed every voted in leader in hte back and deposed them not exactly stability is it ?
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Mr Abbott could be so much more sellable if:
– he had a policy
– he could speak properly
– Malcolm wasn’t such a better alternative
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The Liberals ad and subsequent release (http://liberal.org.au/latest-n.....ncial-year) is disgusting.
It is NOT illegal to seek asylum, even if arriving by boat.
They are not boat people but PEOPLE, this is xenophobic language inserted into the lexicon after Howard’s rabbit in the hat (aka the Tampa) and reinforced by the media.
Asylum seekers arriving by boat make up less than 2% of Australia’s annual immigration.
We rank 77th in asylum seeking arrivals.
More than 90% of asylum seekers who arrived by boat were found to be genuine refugees.
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@ Jane…. No it’s not illegal to seek asylum, but Australia has every LEGAL right to protect its borders and set quotas on its refugee program. Something it should do and the electorate expects. And Foreign Minister Bob Carr said last week that he felt 100% of these boat arrivals were illegals. They simply know the rules, turn up with no papers and claim they’re stateless and we can’t get rid of them. Like any Australian I agree with a fair and just refugee program, but this is not it and it’s a total disaster resulting in 1000s of deaths at sea and billions overspent in policing, detaining and processing these people. The solution’s simple – we set a quota per year and only approved people from refugee camps come and are flown safely here. Hop on a boat and yes, you’re towed back to Indonesia.
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Sorry Bruce (15 Jul 13 6:44 pm) governments in Europe come in all sort of spots. Left, Right and bits of both. The ones in deep trouble now are the ones with massive budget cuts and that is what the Liberals are saying they will introduce in Australia if they win office. Yes, the European governments may have spent more than they should have in the past, but it is the budget cuts which are causing the trouble now. If we too had massive budget cuts we too would follow them into recession. To suggest otherwise is to avoid the facts.
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The name ‘Real Solutions’ has an unfortunate whiff of fascism about it.
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Lisa, just as well Abbott didn’t stab Turnbull in the back. What’s that … he did?
Also just as well that Costello DIDN’T stab Howard in the back when he had the chance after Howard reneged on their secret deal – he left that to the electorate of Bennelong to do instead.
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This is really ugly advertising.
It’s not unsurprising given the nature of Aussie politics right now but highly disappointing nonetheless. The Liberals clearly deployed a personal agenda against Gillard, and now they’ve simply locked onto Rudd. There’s nothing new and nothing positive at all about this. It’s obvious, boring and, I’d guess, won’t shift the dial an inch.
The sentiment in the country at this time is that we want a proper, reason-based political debate. We’re fed up with the hollow hyperbole and we’re fed up with the blunt, reactive oppositional politics. We want a viable, believable alternative. In fact, that’s what we should rightfully have in a two party system.
So what do the Liberal party offer in this latest campaign? More of the same yawn-inducing yapping and ankle-snapping. They’ve missed the mark by a mile with this one, pandering to their own partisans rather than helping anyone else reconsider them. Put a point of view forward! Talk in a positive way about what you would do better! I’d rather be subjected to a ‘What’s New’ ad than this.
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We comin’ rougher every time: https://www.youtube.com/watch?v=zKoQgODwveE
I love Aussie political ads so much. They perfectly sum up the way things are…
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But Nick, the Libs have a pamphlet. I know I’ve seen them waving it around all the time. Why would you want policies when they have a pamphlet?
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Wrong JG. Abbott didn’t knife Turnbull in the back. Turnbull wanted an ETS. Abbott didn’t. They and many other party members debated the issue at length. Turnbull saw the vote as a test of his leadership. It was he who called a spill on the issue. The whole party room voted. Turnbull lost narrowly. It was never about personalities. It was about an idea.
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