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Prime Minister Jacinda Ardern is, perhaps unsurprisingly, at the center of Labor’s first major election announcement, hinting at how the party wants to frame its campaign.
The ad will run heavily on television next week and in shortened form thereafter. It’s one of the first big television spots of the election, although the Greens did launch their Think Ahead. Vote Green. announcement just over a month ago.
Television ads are one of the first pieces of any election campaign, as they show a party summarizing its message in a short 30-second clip. The announcement is an early opportunity for voters to see how a party would like to see the campaign framed.
The Labor ad shows Ardern, sitting at her desk; The desk is deliberately not the one used by the Prime Minister at the Beehive, but rather a staged set, focusing on Ardern’s Covid-19 effort, before moving into the future. .
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“Together we strived in the beginning to fight Covid,” says Ardern. “Our plan now is to rebuild the economy even stronger.”
He briefly outlines some areas in which the Labor Party is focusing politics in this election – learning and business support, before ending with a very subtle reference to the stability of the current government. National is not mentioned at all.
DOMINICO ZAPATA / STUFF / Waikato Times
Jacinda Ardern was visiting Tauranga earlier this week.
“These are uncertain times, but we’ve seen what we can accomplish with a solid plan, so let’s stick together and keep moving forward,” says Ardern.
The ad focuses squarely on Ardern, a break from previous ads pushed by incumbent governments, which have chosen to focus on the party and have a crack in the opposition; National’s infamous Eminem-style rowing ad focused on the party’s branding in the 2014 election, much like the party’s ads in the 2017 election.
