The Tories needed to be negative

There is only one way the Tories can lose the election and that is if it becomes a referendum on them rather than a choice between them and the government. We are in such an anti-politics moment that the electorate is unlikely to give a positive endorsement to any politician or political party. This—not the poor choice of photo—was the real problem with the Tories’ opening ad of the year: it invited voters to judge Cameron in isolation. Cameron is the biggest asset the Tories have but he is their biggest asset when contrasted with Gordon Brown. This is why I think Daniel Finkelstein is wrong to argue that the Tories should eschew negative campaigning. They need to remind voters what the alternative to them is.

Danny is critical of the Tory death tax campaign. But I think that campaign was necessary and of critical strategic importance.