Paul Burke

How the Tories should respond to Labour’s attack ad

The Tories’ 1979 election campaign poster. Credit: Alamy 
issue 15 April 2023

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.’

GIF Image

Disagree with half of it, enjoy reading all of it

TRY 3 MONTHS FOR $5
Our magazine articles are for subscribers only. Start your 3-month trial today for just $5 and subscribe to more than one view

Comments

Join the debate for just £1 a month

Be part of the conversation with other Spectator readers by getting your first three months for £3.

Already a subscriber? Log in