CLANCY OVERELL | Editor | CONTACT
The Liberal Party wants voters to know that they cannot afford three more years of Labor.
It’s a growing feeling that they tapped into during the Indigenous Referendum campaign.
Australians are angry that things cost more since the global pandemic that shut down the global economy for three years and caused major global supply chain issues as well as an unprecedented global inflation crisis.
And they cost more under Labor.
The Federal Opposition have perfectly articulated this rumbling nationwide sentiment in a very sophisticated and perfectly executed new campaign ad, that shows two men wearing corporate creative attire and drinking draft beer out of those fancty restaurant style schooner glasses.
As the major parties get to the pointy end of the federal election campaign, it is up to Peter Dutton and the three or four other household names in the Coalition shadow cabinet to pitch themselves as the better option.
While it remains unclear if it was beneficial for Peter Dutton to bring his son onto the campaign trail to talk about a housing crisis that doesn’t really affect anyone in their family, it’s the TV advertisements and social media campaigns that are doing the hard work.
Dutton is also aided by ad campaigns from complete third-party organisations like the shadowy right-wing lobby group Advance Australia, who are plastering at least two advertisements every TV ad break that aim to smear the Prime Minister’s reputation as a woke globalist elite.
But it’s the new Liberal Party ad that dropped this week that is expected to shift the opinion polls.
It’s just two punters having a yarn over a few beers. While they watch the news on a mounted TV. In some sort of licensed venue.
The Liberals have been praised for setting the ad in venue that looks nothing like an old fashioned Australian front bar, and have instead utilised what appears to be a Merivale restaurant. The fact that the men are dressed like graphic designers also suggests the Liberal Party are targeting a very specific demographic.
Throughout their tense conversation, the two men talk about the type of things that most Australian blokes would talk about at the pub. Like that referendum from two years ago that everyone wishes never happened. They also earnestly discuss vague fears about their own personal safety against unknown forces.
The Liberals have made a move for Middle Australia. And this ad proves they know exactly who their base is. Middle aged men that look like they studied creative writing at QUT and now work for Uber’s marketing department.
