When I was writing ads for Labour’s 1997 election campaign, I’d never have presented an idea as factually, creatively and strategically wrong as Labour’s recent ‘attack ad’ on Rishi Sunak. If I had, I’d have been the one under attack for failing to understand the simple principles of advertising.
What you need when writing any ad is calm, dispassionate advocacy rather than silly, partisan evangelism
Let’s start with the first and most obvious one: ‘Don’t tell lies.’

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