Labour uses five 30-second ads to fill PPB slot

The Labour Party has taken a radical approach to the party political broadcast by producing a series of five 30-second commercials to run consecutively, together filling the traditional two-and-a-half- minute PPB spot.

The Labour Party has taken a radical approach to the party

political broadcast by producing a series of five 30-second commercials

to run consecutively, together filling the traditional two-and-a-half-

minute PPB spot.



The five ads, scheduled to be screened on Monday 26 April before the

mid-term local elections, each concentrate on a different aspect of

party policy.



They promote Labour’s achievements in education, transport and the

health service. The endline, ’New Labour: making Britain better’, will

appear on screen at the end of each spot.



Senior Labour communications experts approached a variety of advertising

agencies with a series of briefs to make the spots. It is notoriously

difficult to come up with ideas for broadcasts to run mid-way through a

government’s term of office, and Labour’s solution to this problem was

to brainstorm the best minds in the advertising industry.



A Labour spokesman said: ’The broadcasts were produced in-house but the

ideas came from a variety of sources.’



A similar device has already been used for broadcasts in Wales this week

in the build-up to the first elections for the Welsh Assembly.



Five different films were made to illustrate the Labour Party’s five

pledges to the Welsh people.



The Conservative Party has also developed a new approach to its

PPBs.



A broadcast going out this week shows a couple sitting around a kitchen

table discussing issues such as local schools, hospitals, tax and

jobs.



Unlike Labour, the Conservatives are running the same broadcast in

England and Wales.



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