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


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