Labour ‘attack ads’, the political campaigns that have cut through and their impact on elections
Labour is continuing to face a backlash over its social media posts criticising Rishi Sunak’s record – but the party is far from the first to use so-called dirty tricks to win over voters.
One of the earliest and most famous attack ads was used by Lyndon Johnson against Barry Goldwater in the 1964 US Presidential election.
Known as “Daisy”, the ad showed a little girl plucking petals from a flower before a nuclear blast filled the screen. “These are the stakes. To make a world in which all of God’s children can live”, said a voiceover by Johnson in the background.
The message – that Goldwater’s approach to the Cold War could lead to nuclear annihilation – was not lost on the American people, who voted in Johnson two months later.
The ad pioneered negative political advertising, which soon made its way across the Atlantic.
Here, Sky News looks at some of the most memorable attack ads in British politics – and their impact on elections.
Labour isn’t working
The ‘Labour isn’t working’ campaign is considered one of the most influential attack adverts in British politics
A decade on from Daisy, a 1979 poster for the Conservative Party declaring “Labour isn’t working” heralded the arrival of US-style political advertising in the UK.
Created by Saatchi and Saatchi, the ad showed a picture of a snaking dole queue outside an unemployment office.
The designers planned to use 100 extras but only 20 from the Hendon Young Conservatives showed up – so the effect was achieved by photographing the same people over again and striping them together.
Labour’s Denis Healey denounced this in parliament, claiming that the Conservatives were “selling politics like soap powder”.
But his criticism served only to generate widespread newspaper coverage of the poster- which came to define Margaret Thatcher’s victorious election campaign.
Labour’s tax bombshell
The Conservative’s ’ 1992 Tax Bombshell poster helped secure another election victory
Maurice Saatchi also developed a poster widely credited with swinging the 1992 election in the Conservatives’ favour.
In response to Labour’s budget plans aimed at leaving eight out of ten families better off, the Tories created a giant poster of a bomb and the tagline: “Labour’s tax bombshell: You’d pay £1,250 more tax a year under Labour.”
It tapped into voters’ concerns that Labour’s tax and spending plans would hurt ordinary people, and helped to propel John Major to an unexpected victory.
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Tony Blair’s eyes
The Blair devil eyes campaign created a lot of noise but ultimately didn’t gel with the public
Not all the Conservatives’ attack ads have been successful. The 1997 Tony Blair’s eyes campaign generated many headlines but failed to prevent a Labour landslide victory.
It showed a picture of a smiling Tony Blair with a strip containing his eyes torn away and replaced with demon eyes. “New Labour, New Danger,” ran the slogan beneath.
An ad industry magazine named it their campaign of the year, claiming it had successfully played on public doubts about Mr Blair as well as generating £5m worth of publicity on the back of £125,000 spend.
But the Advertising Standards Authority received 150 complaints, including one from the Bishop of Oxford.
The image also did not gel with voters. Labour won a 179-seat majority at the 1997 election – ending 18 years of Conservative government
Be Afraid
A Labour poster depicting Tory leader William Hague’s face with the hair style of Margaret Thatcher
In previous elections, Labour adverts were generally seen as being one step behind the more ruthless attacks from their opponents.
But that changed when Blair recruited top ad executive Trevor Beattie – whose famous work included the Wonderbra “Hello Boys” poster and French Connection’s “FCUK” campaign.
Beattie was also the brains behind Labour’s 2001 “Be Afraid” posters depicting Tory leader William Hague with Thatcher’s hair at No 10.
While Blair reportedly had concerns the campaign was flippant, his communications director, Alistair Campbell, persuaded him it was funny while making a “really powerful negative point”.
Gene Hunt
This ad backfired on Labour during the 2010 election
Labour rolled up its sleeves again in 2010, with a poster depicting then Tory leader David Cameron as Gene Hunt, the politically incorrect star of Ashes to Ashes.
Cameron was pictured above the words: “Don’t let him take Britain back to the 1980s.”
But the move backfired when the Tories adopted the image and replaced the slogan with: “Fire up the Quattro. It’s time for change.”
Miliband in Salmond’s pocket
In 2015, the Tories ran ads depicting Ed Miliband as being in the pocket of the SNP
In 2015, having lost the 2010 election, Labour said it would not use Cameron in any of its advertising and focus on “issues not personalities”.
But the Tories made no such promise and depicted Ed Miliband in Alex Salmond’s pocket, in posters warning about the threat of an SNP-Labour coalition.
Although Miliband ruled this out, the message cut through to the public and dominated much of the general election debate.
An internal inquiry into Labour’s 2015 election defeat said allowing the Conservatives to raise the threat of the SNP in government impacted the result.
Corbyn ‘chlorinated chicken’
While some political strategists argue negative attacks are key to winning elections, MPs have expressed concern they can drag down standards in public debate, isolating voters.
In September 2019, the Conservatives were accused of “silly playground behaviour” by their own party after launching a campaign depicting Jeremy Corbyn as a chicken over his decision to block an early general election.
The Conservatives’ Twitter account shared a doctored image of the former Labour leader in a chicken suit, with the caption: “Hey (KFC), we’ve found an even bigger chicken than you.”
Brexit bus
Vote Leave’s NHS Brexit Bus claim was one of the most contentious claims during the referendum
Not all of the most memorable political adverts in recent years have been attacks.
The claim that the NHS would get an extra £350m a week if the UK left the EU, emblazoned on the side of a big red bus, was a key element of the successful Vote Leave campaign.
While factually dubious it sent a message to the public that Britain sends a lot of money to Europe that could be spent on domestic issues – something which cut through to ordinary voters.
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As Sky’s political correspondent Rob Powell points out, Labour’s recent controversial claim that Rishi Sunak doesn’t want to see child abusers jailed is a tactic taken straight out of Vote Leave playbook.
Broadly speaking, this works by disseminating dubious and inflammatory content, waiting for a backlash that amplifies the message before sending out spokespeople to stand by the campaign and give it a longer media shelf life.
The result is that amid the maelstrom of outrage and the process of journalists picking apart the accuracy of the suggestions, most ordinary voters only really perceive the core message.
Labour party Tweet
In 2016, that message was that the UK sends a lot of money to the EU.
In Labour’s recent case, it’s that the Tories have gone soft on crime.
Metropolitan Police is to stop investigating “non-crime hate incidents” to “reduce ambiguity” after prosecutors dropped a case against Graham Linehan.
Linehan, 57, will face no further action after being arrested over his social media posts about transgender people.
The Father Ted and IT Crowd creator said his lawyers had been told the case wouldn’t proceed. The Crown Prosecution Service confirmed the move.
Linehan, 57, was arrested on suspicion of inciting violence when he landed at Heathrow from his home in the US on 1 September.
The incident drew criticism of the police and government from some politicians and free-speech campaigners.
Met Police said today it would stop investigating “non-crime hate incidents” to “reduce ambiguity” and “provide clearer direction for officers”.
Posting on X, Linehan announced : “After a successful hearing to get my bail conditions lifted (one which the police officer in charge of the case didn’t even bother to attend) the Crown Prosecution Service has dropped the case.
“With the aid of the Free Speech Union, I still aim to hold the police accountable for what is only the latest attempt to silence and suppress gender critical voices on behalf of dangerous and disturbed men.”
The union said it had hired a “top flight team of lawyers to sue the Met for wrongful arrest, among other things”.
“The police need to be taught a lesson that they cannot allow themselves to be continually manipulated by woke activists,” it added.
A Crown Prosecution Service spokesperson confirmed it had reviewed the case file and decided “no further action” would be taken.
Linehan said he had to be taken to hospital on the day of his arrest. Pic: PA
In one of his posts, Linehan wrote: “If a trans-identified male is in a female-only space, he is committing a violent, abusive act. Make a scene, call the cops and if all else fails, punch him in the balls.”
Another was a photo of a trans-rights protest, with the comment “a photo you can smell”, and a follow-up post saying: “I hate them. Misogynists and homophobes. F*** em”.
A Met Police statement after the case was dropped acknowledged “concern” around Linehan’s arrest.
It added: “The commissioner has been clear he doesn’t believe officers should be policing toxic culture war debates, with current laws and rules on inciting violence online leaving them in an impossible position.
“As a result, the Met will no longer investigate non-crime hate incidents.
“We believe this will provide clearer direction for officers, reduce ambiguity and enable them to focus on matters that meet the threshold for criminal investigations.”
Linehan said on his blog that he was arrested by five armed officers and had to go to A&E after his blood pressure reached “stroke territory” during his interrogation.
Police said the officers’ guns were never drawn and were only present as Linehan was detained by the aviation unit, which routinely carries firearms.
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JK Rowling, who’s regularly shared her views on women’s rights in relation to transgender rights, was among those who had criticised the arrest, calling it “utterly deplorable”.
Reform’s Nigel Farage, shadow justice secretary Robert Jenrick, and ex-foreign secretary Sir James Cleverly also hit out at the treatment of Linehan.
UK
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The son of former England footballer Stuart Pearce has died in a crash, his family has said.
Harley Pearce, from Marlborough in Wiltshire, was driving a tractor near Witcombe, Gloucestershire, on Thursday, when he was involved in a collision, police said.
The 21-year-old farming worker died at the scene, on the A417 Old Birdlip Hill in Witcombe, around five miles from Gloucester.
No other vehicles were involved, Gloucestershire Constabulary said. Emergency services were called to the scene of the incident at about 2.30pm on October 16.
Stuart Pearce at last year’s FA Cup Final at Wembley. Pic: PA
Harley Pearce was 21 and worked in farming, according to reports.
‘Our shining star’
In a tribute posted on Facebook, Harley sister, Chelsea Pearce, said the family was “truly shocked and utterly heartbroken at the loss of our cherished son and devoted brother, Harley”.
He was, the family said, was a soul “who left an unforgettable imprint on all who knew him”.
“He was a golden boy with an infectious smile, and this shocking tragedy will leave a huge hole in the hearts of those who were fortunate enough to have known him.”
He had “a quiet, understated strength and deep kindness”.
The family said they were “so proud of the young man he had become, exhibiting a wonderful work ethic and entrepreneurial spirit in the farming industry.
“He will always be our shining star. Rest in Peace, our beautiful son and brother. You will never, ever be forgotten.”
What have police said?
Harley ran his own company, Harley Pearce Agricultural Service, talkSPORT said.
Gloucestershire Constabulary said on Thursday: “The driver of the tractor, a man in his 20s and from Wiltshire, was pronounced dead at the scene.
“His next of kin are aware and being supported by specially trained officers.”
The force is appealing for any witnesses or anyone with dashcam footage to contact them.
‘Tragic news’
Harley’s father, Stuart Pearce, played 78 times for England and was part of the Three Lions squads which reached the semi-finals of the 1990 World Cup and Euro 96, the FA said on its website.
He was later the head coach of the England Under-21s.
During a long club career, he made more than 400 appearances for Nottingham Forest, many of them as captain, during a 12-year spell at the City Ground.
He later managed the club, as well as another former club, Manchester City.
Pearce currently works as a pundit on talkSPORT, which said on its website that Harley and Chelsea were the two children he had with his ex-wife Liz.
Presenter Jim White said during a broadcast on Monday that “everybody here on this show and at talkSPORT sends our heartfelt condolences to the family of Stuart Pearce after that tragic news we’ve just heard”.
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Several of the clubs he played for posted tributes on X, including Forest, who said they were “deeply saddened”.
The club said: “The thoughts of everyone connected with Nottingham Forest are with Stuart and his family at this truly difficult time.”
West Ham United said: “We are saddened to hear of Harley Pearce’s passing.
“Everyone at the Club sends their deepest condolences to Stuart and his family at this tragic time.”
Manchester City said: “Everyone at Manchester City sends their love and thoughts to Stuart and his family at this very difficult time.”
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