Yesterday Kevin Rudd confirmed September 7th for the pending Federal Election and so with the end in sight the ALP and Coalition both released timely new TVCs to ignite full fledged campaign mode. Let’s take a look at both.
#Auspol Wars Episode IV: A New Hope
The Coalition ad is called “New Hope” and it’s focus is on change. Tony Abbott stays out of frame for the majority of the ad and instead employs pleasant stock images of ‘every day’ human beings from all walks of life including school kids, retailers, scientists, blue collar workers, everyone except Asians, and couples them with nebulous platitudes spoken by Tony’s disembodied voice e.g. “we believe in backing ourselves to meet the challenges that lie ahead”.
What isn’t included is any exposition of what exactly those challenges might be and how exactly the party plans to meet them, but to that I say good move! Identifying actual concrete reforms or intentions for policy doesn’t necessarily make for an enjoyable viewing experience, but you know what does? Photo after photo of people looking completely calm and jolly – even the two guys with chainsaws who have, unmistakably, just come from fighting a forest fire.
Choose The Road Less Traveled
Kevin Rudd and the ALP also focus on newness with their spot “A New Way”. It’s basically a promise to be less terrible with some subtle fear mongering thrown in for good measure. Kevin addresses the camera in his just a normal guy smart/casual business attire and tells us how it is and how it’s going to be: “The old politics of negativity just won’t work,” he says. “Now with the China mining boom receding, we need a new way to drive the economy.”
While the Coalition’s TVC proffers an abstract feeling of bland Asian-free positivity, Kevin has gone a more clinical route, employing stats, forecasting (“$1 Billion Australian jobs planned”) and reform promises (“An average $1.5 million extra for every school”). Sure, it’s information but does it whip you into a state of pre-election fervour?
My favourite thing about this spot is the way Kevin’s referred to his Grade 12 Debating Handbook of Non-Verbal Communication for this presentation, because the gestures he uses to drive home his major points (note the hands for the line: “just won’t work” at the start, and “a better way, a smarter way, a new way” at the end) are exemplary.
Who do you think has got the edge for this round? Abbott’s ad didn’t actually say anything but it DID have this dog. Hmmm.
