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
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
A broadcast going out this week shows a couple sitting around a kitchen
table discussing issues such as local schools, hospitals, tax and
Unlike Labour, the Conservatives are running the same broadcast in
England and Wales.