Magazine article Marketing

Tories Promise More Shock Ads

Magazine article Marketing

Tories Promise More Shock Ads

Article excerpt

The Tory advertising team will be hitting Labour hard and low in the six weeks up to the election and is prepared to risk mute controversy, with ads intended to make a similar impact to the 'Demon Eyes' poster of last year.

The strategy is designed to persuade the electorate to switch from Labour and play safe with the current government. Neither the Tories nor their agency, M&C Saatchi, are expecting to make a big impact on Labour's lead in the opinion polls before voting day, but believe that what voters say in polls and what they do in the ballot box could be different.

A Tory party insider said the campaign team was unrepentant about its tactics: "We never plan to be controversial, we just do good ads to make a point."

With opinion polls showing Labour is 18 to 25 points ahead of the Tories, the strategy will need to deliver one of the biggest upsets in political history. But the Tories insist their ads are having an impact.

The insider said headline polls, indicating Labour would achieve a victory, were deceptive. "I think the polls are more wrong than ever. If you look at the trends, people's concerns about what might happen under Labour are increasing," he said. …

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