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.
A woman accused of stalking the parents of Madeleine McCann allegedly left voicemails asking the mother of the missing girl for a DNA test, a court heard.
Jurors heard voicemails left by Julia Wandelt, 24, from Lubin, Poland, in which she was audibly upset.
She allegedly left the messages last year, over a period of months, and at one point asked: “What if I’m her?”
Co-defendant Karen Spragg, 61, began crying today at Leicester Crown Court and had to leave the dock when the voicemails were played.
Wandelt, whose head was down while jurors were listening, was heard saying: “I know you probably think Madeleine‘s dead. Well she is not. I really believe I’m her.
“Help me. Don’t think Madeleine is dead. This is a chance. Please, I beg you. The police don’t want to help me, they don’t want to help Madeleine. It’s all corrupt.
“I promise you that I will prove who I am because I know you love Madeleine.”
In another message, she said: “You probably believe Madeleine is not alive anymore.
Madeleine McCann went missing during a family holiday to Portugal in 2007. Pic: PA
“What if I am her? What if there’s a small chance that I’m her?”
Jurors also heard that, one night, Wandelt sent a message to Mrs McCann at 1am, saying: “I don’t understand why you don’t want to do a DNA test.”
Prosecutors allege that Wandelt, a Polish national, falsely claimed she was Madeleine while stalking parents Kate and Gerry McCann by sending emails, making calls and turning up at their address between June 2022 and February this year.
The court previously heard that Wandelt called and messaged Mrs McCann more than 60 times in a single day in April last year. This included alleged memories of Madeleine’s abduction.
Madeleine went missing during a family holiday to Praia da Luz in Portugal, in May 2007.
Wandelt and Spragg, of Caerau Court Road in Caerau, Cardiff, both deny one count of stalking.
The trial continues.
UK
Tommy Robinson refused to give phone pin to police as he drove his Bentley to Benidorm, court hears
Tommy Robinson refused to hand over his phone pin when police stopped his Bentley on the way to Benidorm, a court has heard.
He allegedly told officers “Not a chance, bruv” and said he was a journalist when they pulled him aside at the Channel Tunnel at Folkestone in July 2024.
Robinson, real name Stephen Yaxley-Lennon, is accused of “frustrating” counter-terrorism powers by refusing to give access to the phone.
He denies the charge.
The right-wing political activist was flanked by security guards as he arrived at Westminster Magistrates Court for the opening of the trial on Monday.
The 42-year-old faces three months in prison and/or a £2,500 fine if found guilty.
Robinson had £13,000 and 1,900 euros on him when he was stopped and told police he was going to Benidorm in Spain for a few days, said prosecutor Jo Morris.
He allegedly refused to give the pin as he claimed the phone had sensitive “journalist material” on it.
He’s said to have told police: “It’s my work, I’m a journalist,” claiming it contained information about “vulnerable girls”.
The court heard Robinson was stopped in his silver Bentley SUV because he gave “short, vague replies” about what he was doing and “made no eye contact”.
PC Mitchell Thorogood told the court it was also “unusual” he bought tickets on the day rather than in advance and was in an expensive car not registered in his name.
Pic: PA
When police took Robinson into an interview room and demanded his phone, he allegedly told them: “Not a chance bruv… you look like a c*** so you ain’t having it.”
Officers said they recognised Robinson when they stopped him and his lawyer, Alisdair Williamson KC, suggested the stop may have been “discriminatory” against his political beliefs.
Police can stop anyone at a UK port and hold them for six hours if they suspect they may be involved in planning or committing acts of terrorism.
They are legally obliged to answer questions and must give access to their electronic devices or face a criminal charge.
In a video on X before the hearing, Robinson said Elon Musk had “picked up the legal bill” for “this absolute state persecution”.
The case comes a month after Robinson led a huge rally in central London under the banner ‘Unite the Kingdom’.
The trial continues.
Steve Witkoff, the US special envoy to the Middle East, has claimed the UK played a “vital role” in helping negotiate the Gaza peace deal, smoothing over a potential diplomatic row between London and Washington.
Witkoff took to X on Monday, ahead of meeting President Donald Trump in Israel, to praise the UK.
“I would like to acknowledge the vital role of the United Kingdom in assisting and coordinating efforts that have led us to this historic day in Israel,” Witkoff wrote.
“In particular, I want to recognise the incredible input and tireless efforts of National Security Advisor Jonathan Powell.”
His comments came 24 hours after education secretary Bridget Phillipson was branded “delusional” by Mike Huckabee, the US ambassador to Israel, for claiming that Sir Keir Starmer’s presence at a signing ceremony for today’s ceasefire deal in Egypt “demonstrates the key role that we [Britain] have played”.
The minister made her remarks on Sunday Morning With Trevor Phillips but did not say exactly what the UK’s role in the ceasefire, largely attributed to Donald Trump, is or was.
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Phillipson added: “We have played a key role behind the scenes in shaping this.
“It’s right that we do so because it’s in all of our interest, including our own national interest, that we move to a lasting peace in the region.
“These are complex matters of diplomacy that we are involved in. But we do welcome and recognise the critical role that the American government played in moving us to this point.”
Her comments prompted Mr Huckabee to repost the Sky News clip on social media, claiming: “I assure you she’s delusional.”
He added: “She can thank Donald Trump anytime just to set the record straight.”
Mr Huckabee was part of the negotiating team for the peace deal, with Mr Trump calling the former Arkansas governor “AMAZING” as he said he “worked so hard, and did so much, to bring about peace in the Middle East”.
In August, Mr Huckabee said the UK and other European nations that said they would declare a Palestinian state were “having the counterproductive effect that they probably think that they want”.
Israel: UK did not play key role in peace deal
Israel’s deputy foreign affairs minister, Sharren Haskell backed Huckabee, telling Sky News the UK played “the opposite” of a key role in the peace deal after recognising the Palestinian state.
“The message that the UK government has sent Hamas was the message that: the longer they continue this war, they will be rewarded.
“I mean, you must understand that when a terrorist organisation is thanking you. You are on the wrong side of history.”
It is understood the prime minister has underlined Mr Trump’s key role in securing this deal throughout the process. Publicly, he praised Mr Trump twice in his press conference in India on Thursday.
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Final preparations for hostages in Israeli hospital
Ms Phillipson stood by the September decision to declare a Palestinian state, saying it was “the right thing to do”.
Husam Zomlot, the Palestinian ambassador to the UK, told Sky News it was a “moment of leadership” for the UK to declare a Palestinian state, and a “responsibility to begin to correct a century of the gravest historic injustices committed against our people”.
He added: “That moment three weeks ago, when the UK did recognise, is a moment when we can say that the wheels of history are turning in a different direction.”
No plans for British troops on the ground
The education secretary also told Sky News the government has “no plans” to put British troops into Israel or Gaza as part of a stabilisation force after the ceasefire.
The US military will help establish a multinational force in Israel, known as a civil-military coordination centre, which is likely to include troops from Egypt, Qatar, Turkey and the UAE.
Tens of thousands of Palestinians have walked back to Khan Younis in southern Gaza. Pic: AP
On Friday, US officials said up to 200 US troops already based in the Middle East will be moved to Israel to help monitor the ceasefire in Gaza.
The day before, President Trump announced Israel and Hamas had “signed off on the first phase” of a peace plan he unveiled last week.
Pic: Reuters
Aid trucks have been gathering in Egypt to cross into Gaza after months of warnings by aid groups of famine in parts of the territory.
In Israel, the remaining hostages are due to be returned from Gaza by Hamas on Monday under the first phase of the peace plan. Twenty are believed to still be alive, 26 have been declared dead, while the fate of two is unknown.
The ceasefire agreement has been made two years after Hamas stormed Israel on 7 October 2023, killing 1,200 people and taking 251 hostages.
Israel’s military offensive has killed more than 67,000 Palestinians in Gaza, according to the Hamas-run health ministry, which the UN deems reliable.
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