When I heard that the Conservatives were launching a campaign raising the profile (it it needed it) of their argument against Labour's attempt to reverse the recession I was a little sceptical. 'Labour's debt crisis' could have been a cheap attack, and the use of a baby well the mind boggled. But I actually think it is quite a clever ad.
The poster is fairly cute strategically. But the Youtube ad (above) uses some quite compelling imagery that could have a long term effect. The use of Labour's colour of red to signify danger harks back to that attack on Blair (Demon Eyes) but is much more clever. The way the red bleeds into the image accompanying the message about the level of debt that future generations will suffer does not have the lack of believeability that controversial poster had. Equally the message of 'babies' deserving better, the image of a blue sky and the phrase now for a change are an equally compelling combination of visuals and words that encapsulate the brand positioning of the Conservatives. Of course it is pure marketing communication and relies on two things, whether the floating voters trust the untested Cameron or Brown; and whether Cameron's alternative is seen as better. However a clever ad!