BMP DDB Needham helped the Labour Party steal some of the limelight from
the Tories this week by buying three-quarters of the space on Maiden
Outdoor’s Spectacolor site at London’s Piccadilly Circus on Budget day.
The public was treated to several messages from seven in the morning to
seven at night on Tuesday. ‘You’re worse off under the Tories,’ one
read. ‘Beware your wallets and handbags, Kenneth Clarke is operating in
this area,’ ran another.
A third message referred to the amount Labour claims that a typical
family is paying a year in extra taxes from the Conservative Party since
1992. ‘IOU pounds 800,’ it read, and was followed by a signature which
read as though it had come from the Chancellor of the Exchequer.
This execution was changed by BMP soon after the three o’clock Budget to
put into perspective the 1p tax cut announced in the Chancellor of the
Gail Nuttney, BMP’s account manager for the Labour Party, explained the
move as being ‘to publicise the fact that the cuts made on Tuesday have
to be weighed against what has gone before. Even if the typical family
gets something back from the Budget, this is against a backdrop of an
extra pounds 800 a year on their tax bill since 1992.’
The electronic blitz was created by Richard Flintham, the art director,
and the copywriter, Andy McLeod - the pair who created BMP’s first
party political broadcast for the Labour Party (Campaign, 29 September).