The Labour Party has released its first election campaign advertisement. With leader Andrew Little hogging the spotlight -  Jacinda is spotted briefly - the commercial leaves the viewer none the wiser as to what Labour stands for other than a desire to get elected. It is about as inspiring as a commercial for washing powder.

IN THE LABOUR PARTY'S first election campaign advertisement, leader Andrew Little informs us that its time for "a fresh approach for New Zealand". But, by the end of the minute long commercial, you are no wiser as to what Labour's "fresh approach" might be.

The commercial highlights issues that Labour intends to campaign on including housing unaffordability, the state of the health system, "falling education standards" and, moving on into NZ First territory, "immigration that is outpacing infrastructure".

"We can be so much better,' says Little but the campaign advertisement offers zero indication as to exactly how we can do so much better - other than vote for Labour. When Little calls for "a fresh approach' he might as well as be calling for us to change our brand of washing powder.

While some might say there is only so much you can say in a minute-long advertisement, its worth comparing the New Zealand Labour campaign advertisement with one produced by U.K. Labour for its successful election campaign and directed by Ken Loach.

While in the NZ Labour commercial ordinary workers are merely props to show Little in a good light and demonstrate what a down-to earth and caring guy he really is, in this U.K. Labour campaign advertisement ordinary people, of different ages and from a diversity of backgrounds, speak directly to camera. Leader Jeremy Corbyn is nowhere in sight.

"We know there is no chief executive or shareholder value without the worker," says one woman, as the scene cuts to a man declaring, "We know that wealth, privilege and power are carved up in obscene fashion."

The hashtag is #WeDemand. The demand is for "health, work, home, education, and care in time of need" as delivered by "planned" means and "under democratic control". It is a clear rejection of the kind of market driven polices that NZ Labour plans to leave untouched.

The commercial ends with Labour's slogan "For the many, not the few." How much more inspiring that NZ Labour's 'Fresh approach' which is not only bland and meaningless but which also attempts to conceal that Labour plans to do little for the many while continuing to pander to the political requirements of the few.


  1. Having watched this commercial and listened to Andrew Little, I'm convinced that Labour have seriously misjudged this election. There is a real desire for real change but Labour's response is tepid and cautious. If ever an election was there for the taking, it is this one. But this Labour Party seems so anxious not to offend anyone it end up pleases no one.



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