Lib Dems launch ‘Labservative’ as their campaign theme – but is being negative enough?

Political advertising is an extremely inexact science despite the presence of endless pollsters and researchers. And the client is the ultimate nightmare of course.

Even though everybody is talking of a hung Parliament in the UK the Lib Dems, who may be the power brokers, are languishing on 17 per cent in most of the polls. They need 22 per cent of the actual poll to maintain their representation in the House of Commons.

They’ve just produced their first ads, by agency Iris, saying that the Tories and Labour are effectively the same (which actually they’e not), dubbing them Labservatives.

Well at least it’s an idea. But they need a better one than that to actually move forward in the election.

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About Stephen Foster

Stephen is a former editor of Marketing Week and London Evening Standard advertising columnist. He wrote City Republic for Brand Republic and is a partner in communications consultancy The Editorial Partnership.