Labour’s new campaign ad as Nats go negative

Written By: - Date published: 7:02 am, August 23rd, 2017 - 56 comments
Categories: election 2017, jacinda ardern, labour, same old national - Tags: , , ,

Labour’s new campaign ad is great! Compare and contrast with Nat attack ads…

https://twitter.com/nzlabour/status/899809905602813952

https://twitter.com/andykirton/status/899820076253052928

56 comments on “Labour’s new campaign ad as Nats go negative ”

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  1. CLEANGREEN 1
    23 August 2017 at 7:34 am

    Andrew,
    National will always use character politics when they are on the ropes so we are not surprised.

    However Andrew get jacinda or another person to skilllfully place that “guilt” back onto National again by asking “National will not tell the electorate what next public assets they will sell before the election”

    “National, Is it Kiwirail, Kiwibank, Transpower, ACC, our hospitals or health care or some airports and ports so national are you going to come clean here??????

    • tc 1.1
      23 August 2017 at 9:58 am

      And a none too subtle reminder about their bs last election about no further assett sales V the reality of state house flogging.

    • Sigh 1.2
      23 August 2017 at 12:31 pm

      No one believes National are going to secretly sell assets. They signposted it clearly before an election in 2011. The public trust them on this.

      • In Vino 1.2.1
        23 August 2017 at 7:01 pm

        Are you mad? Charter Schools – another step to privatisation. You write like that only because you approve of it?

        • In Vino 1.2.1.1
          23 August 2017 at 7:19 pm

          Or are you referring to those secret recordings made of Blinglish? If so, the general public remained pretty much unaware.

    • tracey 1.3
      24 August 2017 at 3:45 pm

      They have to do it themselves this election. Their third party stooges seem to have dried up

  2. Eco maori 2
    23 August 2017 at 7:56 am

    + 10000 Clean an Green

  3. AsleepWhileWalking 3
    23 August 2017 at 8:17 am

    Great ad

  4. Cinny 4
    23 August 2017 at 8:20 am

    Lmao the Nat’s are freaking out if they are wasting time and money on attack ad’s.

    People want hope, attack politics do not seem to win over kiwi voters, it usually just turns them off.

    • Eco maori 4.1
      23 August 2017 at 8:37 am

      Yep we are not as gullible as voters in the USA.We are down to earth people just like that Great Honorable Rugby legend that just past bless him and his family

    • UncookedSelachimorpha 4.2
      23 August 2017 at 10:49 am

      Yes, but turning people completely off – so they don’t vote at all – is usually a winning strategy for National. Attack ads can achieve this, perhaps.

  5. ianmac 5
    23 August 2017 at 8:56 am

    Great ad Jacinda. Prime Ministerial indeed.

  6. esoteric pineapples 6
    23 August 2017 at 9:16 am

    Once again, journalists who use words for a living don’t understand the meaning of the words they are using. Unless I am mistaken, “attack ads” are ads put out by organisations supporting political parties, not parties themselves. An attack ad is not just when you attack your opposition. It’s like when journalists started to use the term”weather bomb” to denote any type of bad weather rather than what that term specifically refers to.

    https://www.stuff.co.nz/national/politics/96037949/national-goes-after-labour-in-new-attack-ads–but-not-ardern

    http://www.stuff.co.nz/national/politics/opinion/89849345/andrew-geddis-open-slather-for-electionyear-attack-ads-by-individuals-and-wellfunded-pressure-groups

  7. roy cartland 7
    23 August 2017 at 9:41 am

    That Nat ad was truly awful, as a piece of media.

    Remember how we all looked at the last election’s Nat Boat ad vs the Cunliffe standing-round-asking-for-things ad? Even though it was cynical, it was a good ad. Even Iwi/Kiwi was effective – but this one just sucks. Too wordy, can’t hear the dialogue, boring.

    Sad, really.

  8. Ad 8
    23 August 2017 at 9:52 am

    If Labour don’t have the stomach to go negative with attack ads that highlight the government record over 9 years, they risk a really bad case of Hillary Clinton.

    Without negative ads ready, they had better have some awesome proxy commentators ready to punch back hard.

    English is going to empty the tank on this.

    • tc 8.1
      23 August 2017 at 10:02 am

      Agreed, this positive nice approach also needs a dose of reality to inform people in simple terms the wrecking job done in health, education, housing etc

      Dangerous approach not countering nationals BS which their msm echo chamber will run with.

      • Anne 8.1.1
        23 August 2017 at 7:31 pm

        … this positive nice approach also needs a dose of reality to inform people in simple terms the wrecking job done in health, education, housing etc.

        Labour has made this mistake time and again. It seems to be a case of… lets ignore it and with a bit of luck it’ll go away. It doesn’t go away because there are a lot of stupid people out there who believe the attacks. Hence the reason Labour has done poorly for the past three elections.

        The election of Donald Trump to POTUS is a prime case in point. That isn’t to say our stupid people are as bad as America’s stupid people but that doesn’t mean ours are not stupid – if you know what I mean. 😉

    • weka 8.2
      23 August 2017 at 10:29 am

      Labour’s ad is very good, including how it sets the tone. I can’t see National’s ad, but I agree that at some point Labour will have to directly address how bad National are as well as doing their positive change the govt framing. I assume this isn’t the only ad that Labour are going to use though.

      • tracey 8.2.1
        24 August 2017 at 3:47 pm

        Or pay others to attack so they can pretend they arent attacking. That worked for Nats from late 2007

    • marty mars 8.3
      23 August 2017 at 10:37 am

      No I disagree. Stay like this and ignore the gnats – save that for the debates where JA will destroy him like Lange did Rob.

      People will not like the gnat negativity – they are over them – the change is inevitable imo.

      • gsays 8.3.1
        23 August 2017 at 11:46 am

        Agree with you Marty.
        All of us have our own perception of how life in Aotearoa is.
        To try and pin all the woes of the world at nationals feet (no matter how accurate it may be), is foolhardy.

        Keep positive and articulate the future you will provide.

  9. patricia bremner 9
    23 August 2017 at 11:08 am

    People are living how bad National is in 70% of cases.

    People want hope. They want a caring intelligent Leader. They want people based policy.

    People have come to meetings hopefully, and are uplifted by Jacinda’s positivity.

    They want to compare and contrast sift and consider, but they know right away,

    Here is their Leader, and it will snowball.

    People now believe they can change things, starting with the Government.

    We are going to own the New Zealand way again. We are going to be proud again.

    We have no need to get in the gutter, we need to lift people out of it.

    Thank you Jacinda for your strong sense of what can be, you have made us believers.

    Come on Kiwis. All together now make it happen!!!

  10. gsays 10
    23 August 2017 at 12:01 pm

    This stood out in the article:
    “National’s ads each have what campaign manager Steven Joyce describes as a “small amount” of money put behind them to promote them to a targeted set of Facebook users.”

    Reminiscent of trumps campaign, using Cambridge Analytica and Facebook logarithmic hocus pocus, to target certain folks.
    To great effect.

  11. alwyn 11
    23 August 2017 at 12:37 pm

    Oh dear.
    I watched the ad with the speakers off. I don’t know whether it would be any better with a sound track.
    The only thought that seemed to be going through Arden’s head was something like this.
    “If I can keep the Leader of the Opposition job after the election I will have to see if Ministerial Services will get new headlining in this Beemer. This colour really, really doesn’t go with my complexion.”

    • The Fairy Godmother 11.1
      23 August 2017 at 3:43 pm

      Nice to know thoughts go around in your head. Guess the add isn’t aimed at committed uncaring National voters. That’s ok don’t let it bother you.

    • Pat 11.2
      23 August 2017 at 3:48 pm

      as you appear to have your crystal ball out (careful!)….can you tell us whether Bill will retire post the election and will Paula become leader of the opposition?

      • alwyn 11.2.1
        23 August 2017 at 5:14 pm

        Only Winston Peters can answer the first part of this question.
        As for the second. No. Personally I think that Stephen Joyce will succeed Bill English. Probably in 2021 if National is Winnie’s choice this time around. Earlier if Winnie puts his money on Red.
        Winston will happily go with either of them if he is the King-Maker. There won’t be any Green MPs to worry about so he will be number two in either case.
        Labour will have to give him a Knighthood of course.

        • WILD KATIPO 11.2.1.1
          23 August 2017 at 10:16 pm

          L0L0L0L0L !…. seriously though , as for satire , you earn top marks.

          🙂

          Long history of National leaders calling Winston names,… OK ,… yep he’ll go with National all right,… but we wont mention Pike River, the TTPA , and Keys self assurances then departure…

          Green MP’s?

          Hehehe… depends which poll you like to read… last one I saw had the Greens conservatively at 8-9%. As for Joyce, he is just an appendage of the Dipper and his former leader the Don key’s fame… he is of little consequence. Purely a lightweight.

          I suppose I must explain…

          Judging by his performance as campaign manager of Northand… and then Roskill ,… and taking into consideration Judith Collins and Simon Bridges 7 bridges road… Joyce is out of the picture.

          So that leaves Sweetie.

          Dear wee Sweetie… the motel lady.

          Scratch that. Wont work. Too thick. ( bloody nasty eh ?… but sadly its the truth.)

          Now ,… Peters… well,… he doesn’t particularly have a soft spot for neo liberalism ,… and yeah , a knighthood would be nice,… but then again … we have a character who bailed after Operation Burnham , Pike River and a housing crisis because his shallow tire kicker sales routine was failing… all salesmanship and no substance…

          And just so you remember … there’s this …

          So much for neo liberalism and its popularity… and you can send the message on to the New Zealand Initiative as well, my dear wee matey…

          John Key booed off the stage at the Big Gay Out – LGBT … – YouTube
          you tube▶ 3:14
          https://www.youtube.com/watch?v=GEXo6VfQg6Y

    • red-blooded 11.3
      23 August 2017 at 5:36 pm

      Golly alwyn – I wonder if actually listening might help you to understand the message more clearly? (I’ve got my doubts…) Plus, why are you assuming a woman must be thinking about clothes and complexions? Perhaps, just perhaps, there might be more important issues to consider?

      • alwyn 11.3.1
        23 August 2017 at 7:01 pm

        “actually listening”.
        I shall, if I see it on TV or get some new speakers for my computer. The existing ones have died.
        “assuming a woman must be thinking about clothes and complexions”.
        Why on earth should I think that? Actually clothes never occurred to me. As you will see I never mentioned them, did I? Is that some obsession of yours?

        “more important issues to consider”. Of course there are. It is just that that ad doesn’t make me think that she has anything more on her mind. I certainly didn’t see anyone else in the ad that she was taking the slightest notice of though. The only thing she seems to be looking at is the upholstery of the car.

        • Muttonbird 11.3.1.1
          23 August 2017 at 7:11 pm

          Lol. Didn’t listen to it because of busted speakers and obviously can’t afford to buy new ones.

          You’ve just been outed as sexist – at least have the balls to admit it.

          • alwyn 11.3.1.1.1
            23 August 2017 at 8:15 pm

            “can’t afford to buy new ones”.
            I am glad to see that you are sorry for a poor old hard up pensioner like me.
            Perhaps you would be willing to contribute to saving me from penury?
            No? Thought not.

            I shall ignore your second comment. You are obviously not feeling well.

            • WILD KATIPO 11.3.1.1.1.1
              23 August 2017 at 10:41 pm

              Well you know old fella, I’m not that far from bein retired meself,… more than happy to see you in comfort and happiness and ruddy good health . Those new generations need so much.

              Just so much.

              But its worth it when you see those kids gleefully playing and you know you can help out… its a matter of being able to spread that love,… after all, that’s what we are all here for.

              That’s what its all about.

              Community.

    • Foreign waka 11.4
      23 August 2017 at 8:37 pm

      alwyn at 11: Not to worry, National will change the fleet because this would have more priority then clean rivers.

  12. WILD KATIPO 12
    23 August 2017 at 12:54 pm

    Its a great ad … but it reminds me of a little bit of this sort of thing…. L00L !

    But the message is still great 🙂

    Hertz. 1988 Love Hertz Advertisement – YouTube
    love hertz ad▶ 0:32
    https://www.youtube.com/watch?v=cinueo30oK8

  13. Policy Parrot 13
    23 August 2017 at 1:40 pm

    The National Party ad of Twyford talking about taxes isn’t going to scare swing voters. Swing voters know that good public services and infrastructure need to be paid for, and as long as it doesn’t impact the family home (which it doesn’t) then realistically – this National ad actually promotes the Labour message of being courageous, prepared to make the tough decisions to move society towards improved shared prosperity.

  14. Andre 14
    23 August 2017 at 1:46 pm

    Ok, I’ve had all day for this and I still don’t get it. What message am I supposed to take from lingering shots of Ardern gazing pensively out the window of a luxury limousine?

    • indiana 14.1
      23 August 2017 at 2:02 pm

      You are meant to be swayed by her “feelings” for a better New Zealand, irrespective of the policies that may increase your cost of living. Just remember that she drove past a whole bunch of people that looked very content with their lifestyle – there were no scenes of people sleeping in cars, her limo never got accosted by a bloke with a squeegee at an intersection, she never drove past WINZ with long queues outside, nor did she cross any bridges where kids were thinking twice before having a swim.

      • Andre 14.1.1
        23 August 2017 at 2:06 pm

        You sound like a closet green voter. It’s OK, you can come out here.

        • OncewasTim 14.1.1.1
          23 August 2017 at 5:47 pm

          🙂 smirk.
          But if I were a gNat, i’d be bloody careful about going too negative.
          Tory St. and Mr Choice spring to mind for starters
          Apparently, what plays in Vegas stays in Vegas…..until it doesn’t

      • Mrs Brillo 14.1.2
        23 August 2017 at 5:23 pm

        Queues at WINZ?
        It’s all by appointment these days. No queues whatsoever.
        I’d hate to see any ad you made. It would associate your party with every negative image you could think of, and would be half an hour long.
        I think the ad makers knew what they were doing, and it’s a tidy piece of work.

      • North 14.1.3
        23 August 2017 at 6:02 pm

        Indiana you are so Trump.

      • North 14.1.4
        23 August 2017 at 6:09 pm

        Maybe there was a thoroughly yukky rightie zealot already there in the water under the bridge like a troll.

      • WILD KATIPO 14.1.5
        23 August 2017 at 11:34 pm

        L0L !… another denier… would you care to balance up your opinions against the Salvation Army…?

        Probably not.

        My sister,… was in charge of Bethany. You do know what Bethany was all about don’t you?…

        It was a govt funded sector of the Salvation Army that tended to the the needs of young mothers with baby’s… pregnant young women ,… often from broken homes , gang backgrounds ,… yes that’s right… recognized outlaw gangs by the NZ Police.

        I taught those benevolent Salvation Army women workers Japanese jujitsu combat restraining techniques because they were often challenged by hostile gang members / affiliates, – three times their strength ,- I was concerned with them not having the tools needed in the absence of security personnel , so forced to using strength in numbers … it was unpleasant to have to do so… but I did.

        Giggling , laughing, and feeling awkward ,… these peaceful women workers were .. learning arm restraints,.. … I instilled in them ( somewhat ) the ‘Sun Tzu type attitude ‘ needed… to act as a unit…

        To be able to provide protection for them , and their charges… until the law arrived.

        My sister was on TV3 frequently , I’m proud of her. She pleaded the case often, on a govt with deaf ears. On a govt that only was concerned with fiscal results, not human results. I watched as Bethany was closed down. Due to govt withdrawal of funding.

        I often wonder where young mothers who feel threatened, who are pregnant, who have literally no support or nowhere to go turn to.

        You can be as militaristic as you like, but the question remains,… what are you fighting for?

        What are you protecting ?

        Is it not for the weakest link in the party ?

        Do we not advance forward as a unit ?,… as a community ? Is there not strength and support in numbers ? Do we learn nothing from the sacrifice of millions who fought for a better society ?

        Is it really down to the personal gratification of the few against the survival of the many ?

        Sun Tzu would disagree. He was for the many. And hated the degradation of fighting.

  15. The Chairman 15
    23 August 2017 at 2:06 pm

    Far better than the ad featuring Little.

  16. savenz 16
    23 August 2017 at 2:20 pm

    Liked the visual style that seemed authentic and non manufactured as an add.

    But, one word of caution, many people in NZ are doing well economically (not so much socially) and we still have the demographic of 65% ish Pakeha, more wealth for select Maori with treaty settlements, 65% homeowners etc. So if you watch Natz adds they have the middle class pakeha as a dominant group shown they ‘support’. Labour need to have more middle class representation in their adds, Labour love to show it’s support for minorities, but election’s are about the majorities as well.

    And the wholesome apple pie Jacinda has leapt in the polls, because the middle class can relate to her.

    Add a bit more middle class demographic into Labour advertising and win outright in the polls.

  17. AsleepWhileWalking 17
    23 August 2017 at 5:38 pm

    Speaking of attcks…David Seymour..wow what a prick

    • The Fairy Godmother 17.1
      23 August 2017 at 5:42 pm

      Yep I hope every left wing voter in Epsom votes for the National candidate. Seymour really needs to go.

    • Grey Area 17.2
      23 August 2017 at 6:02 pm

      Yep. Not sure what’s going on there but he seems to be getting nastier and nastier. I suspect he always was but can’t be bothered keeping the mask in place anymore.

  18. NZJester 18
    23 August 2017 at 5:51 pm

    I clicked on a YouTube video today and was surprised to see Jacina pop up on my screen as the advert that played before the video.

  19. North 19
    23 August 2017 at 5:57 pm

    Hey SaveNZ…….@ 16…….I take it you’re just being a bit Crosby Textor there……just giving marketing advice, sort of thing. Not…..you know, believing……

  20. lurgee 20
    23 August 2017 at 8:25 pm

    I thought the ad was a bit twee, just quietly.

  21. Tanz 21
    23 August 2017 at 11:20 pm

    Far better than the 2014 ad from Labour, it seemed messy and awkward, scones and tea and renovations. It was funny though.

  22. peterlepaysan 22
    23 August 2017 at 11:56 pm

    The Ardern ad was aimed at a specific demographic. Most of the above commentators are obviously unaware of this, Sigh!

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