Oh, there’s an election going on. That’s a big deal. But where’s the excitement and interest? At its best politics should be engaging, inspirational and lifechanging.
When it’s really at its best – so should advertising.
So in theory political advertising, and election advertising in particular, should be a dream moment where creativity is allowed to run free to communicate ideologies, whip up a frenzy of interest, and get voters engaged so that come polling day they know what the issues are, they care about them and are inspired to be voting in a leader they believe can deliver.
Why then is the first run of advertising the Coalition and Labor have spun out so mind numbingly dreary?
A politician is a product. For a product to be successful a number of elements need to align. Firstly, it has to be a good product. Secondly, it has to communicate its unique point of difference in a clear and compelling way, using insight and strategic thinking to nail a message that appeals to the audience.
Thirdly, it has to be desired or at least needed. Neither Turnbull nor Bill Shorten are nailing any of these. It’s not exactly like Turnbull (or Shorten for that matter) didn’t know he was going to announce a 2 July double dissolution. He’s had weeks and months to get a crack team of creatives and strategists working on an inspirational, engaging campaign true to the party’s ideology.
Instead, what we have is Turnbull reeling out policy lines direct to camera. Shorten is doing exactly the same and both are taking cheap shots at the other. Monotone deliveries, awkward postures and dry policy talk that washes over the audience. Where is the cutting edge insight? The creative ideas? For a leader promising to build Australia into the ‘innovation economy’ Turnbull’s hardly practising what he preaches.
I was only 13 when M&C Saatchi London’s ‘New Labour, New Danger’ anti- Labour campaign for the Conservatives came out, but I remember it being shocking. I was moved by the Obama Hope campaign. I had a hankering for a life in Canada when Justin Trudeau’s campaign was rolling through. I don’t feel any of those things in the current Australian political climate. Then there’s Donald Trump. The thing about his bid for the US presidency is that he gained support, not so much on his questionable policies but, on the way that he speaks and the brand message he gets across.
Trump speaks in a language that resonates with people disillusioned with politicians. It makes them feel something whether that’s agreement, disbelief, passion or disgust. The same was true of Clive Palmer. He was bold and ballistic. These politicans make people feel something and isn’t that what politics – and advertising – is meant to do?
Our exploration of political advertising, and how it and social media could play out leading up to the federal election is available in AdNews print issue. You can download it here.