The Conservatives have launched a new party election broadcast that ran for the first time this evening on BBC One and ITV. The video (which you can view below) is made up of lots of different voters explaining why they’re backing Boris Johnson. But what does this advert tell about the Tories’ overall election strategy?
Getting Brexit done is still the central message
Unlike the Labour party, who are reportedly changing their strategy just two weeks before election day, Boris Johnson is firmly sticking to his central message. But as Katy and James explained earlier on the Coffee House Shots podcast, Conservative strategists are more worried today than they have been at any other point during the campaign. Their concern is that YouGov’s new poll, which puts the party on a 68 seat majority, could turn the tide against them – creating complacency amongst Tory voters and encouraging Labour-leaning undecideds to get out and vote.
This election broadcast consolidates the Tories’ key message of getting Brexit sorted. The tone, however, is notable. There is no mention of the benefits of Brexit. Instead, the video is an appeal to the politically fatigued. It is the kind of messaging that could attract a less entrenched Remain voter sick of the current political climate. ‘Like most people I am tired, I am frustrated’, explains one of the talking heads. At one point even Johnson appeared frustrated. Which brings us on to the second point.
Boris Johnson is a politician you can trust
Trust has been seen as a key issue for Johnson. Using the voices of apparently normal voters, filmed in a seemingly authentic, selfie-style way, lends the message credibility.