This ad is really a nothing ad. The best thing that can really be said about it is that it does no damage. One theme running through the responses to the ads is that advertising can’t sustainably create something that isn’t there. The Labor negative ads fail because they step beyond what voters are prepared to believe. This ad does poorly because voters are voting against the government, not for the LNP. There is no enthusiasm for the LNP, so a positive ad is not likely to be particularly well-received.

“It's important to hear from Lawrence first hand but this doesn't really grab me.” Female, 25-34, Consultant

“Not sure about stability of LNP” Male, 55-64, Retired

“Lawrence is hardly inspiring, but I look at him and feel that I can at least trust him (unlike Bligh).” Male, 25-34, Educator.

“As per the previous answer. Let's give them a go.” Male, 65-64, Retired

“i dont trust them” Female, 55-64, Retired

“I hate Springborg but an ok ad” Female, 25-34, Engineer

“The advert is about creating hope for the future, promising a new approach, doing things which the ALP has failed to do, doing things which are popular. Yet, that is what he would say. Nothing new, nothing precise, too generalised.” Male, 75+, Consultant

“very vanilla rerun election promises....the time for change and slowing economy is enough for the LNP (if they don't get in the way of themselves)” Male, 35-44, Broker/Trader/Advisor

“But only just ... am I the only one BORED with this stuff?” Female, 45-54, Public Servant

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