Mediaboss Marketing

There are many strong elements in their advertisement.

Loading

First the delivery. Its a carefully worded script, but Morrison delivers it naturally, as though it is his off-the-cuff thoughts. Few pollies can present as well as that and he comes across as human, yet statesmanlike. Thats a tough balance to achieve in just 60 seconds or so.

The background music helps a lot and is well-chosen its stirring, but not to the point of being cheesy.

The challenge is that Morrison knows he must address areas where hes copped a lot of criticism his handling of natural calamities and the pandemic, for example but also look like he administered them well, given the cards he was dealt.

Yet he cant just play a good defence, he must attack in every ad and leave us with a positive vision of the future under his leadership.

This he does, but with an example I find perplexing. Of all things to end with, offering the number of people in a trades school who want to open a business as an example of what a good job hes done, is a weak non sequitur.

Overall, the Liberals approach has been executed proficiently.

I wish I could say the same about Labors ad. Its a stunningly boilerplate solution; a politician merely ticking off constituencies for whom he will do good if elected. Its boring and it makes no impact whatsoever.

Albanese may well win this election, but it wont be because of this TV commercial.

Loading

This Labor ad is just information, bereft of any form of persuasion, and unlikely to get noticed or remain in the viewers mind 30 minutes later.

Opportunity, and millions of dollars, blown.

Just seven seconds have been spent on attacking Morrison, and neither he nor the Libs are mentioned by name.

At least at this early point, Albanese has elected to emphasise the list of good things his government will bring to the table, rather than focus on how poorly the incumbent rulers have performed. That may well be a mistake.

These are early days in this campaign, and Im sure both sides have at least five other TV commercials already completed, with potentially different tactics. But so far they have both chosen to walk a very traditional political advertising path.

Looking at the polls, Labor can perhaps afford to do that. The Liberals definitely not.

See the original post:
Thats why I love Australia: Liberals pip Labor with rousing TV ad - Sydney Morning Herald