What makes this ad fail is the way it caricatures Springborg. Labor has a credibility problem with respondents who see it as driven by spin rather than substance. It needs to be careful about what it says. Exaggeration is not and option, because even when it tells the truth many voters disbelieve it.

Comparisons with Barack Obama are also part of the exaggeration. Would Anna Bligh stand-up to a comparison with him?

There is also a sense that the government has been in too long and that it is repeating itself. The “Whingeing Wendy” style of ad first debuted in 1987 when it was used by Bob Hawke against the John Howard opposition. The ad exemplifies this.

“Too contrived and so obviously a fake” Male, 55-64, Tourism Operator

“Silly advert, it really annoys me. Everybody knows the economic situation we're faced with. The LNP are very aware of Qld losing its AAA rating and the job losses across the state. And if we want to talk semantics, neither Kevin Rudd nor Malcolm Turnbull will use the word recession yet. So what do Labor really think this ad is achieving? It just annoys me.” Female, 25-34, Consultant

“i dont want to vote for labour there is no alternative party , Springborg is a moron & he isnt getting any better.” Female, 55-64, Director

“Too condescending, too low brow - Queenslanders aren't hicks or idiots” Male, 35-44, Public Servant

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