Recent election advertising makes me wonder whether it is possible for any political party to make an ad that doesn’t look like propaganda. Maybe it’s from all the film analysis I had to do at school, but I sincerely struggle to see these ads as anything less than ridiculous.
Without further ado, the awards are…
Surprisingly, this does not go to Tony Abbott. No, the Greens have stolen it.
When I first saw this Greens ad, I genuinely thought it was a joke. On second look, it has the perfect amount of, in the words of Tony Abbott, “sex appeal”, to keep the viewer hooked until the punch line at the end. It even incorporates an iPhone to show that the Greens are hip and down with the young people and there are enough close-ups of screaming faces at the end to make sure you understand the emergency of the situation.
Most Natural Performance
“I believe that investing in local schools (pause), like this one here, ” he says, pointing behind his shoulder while his eyes remain fixated down the barrel of the camera. The seamlessness of Kevin Rudd’s performance deserves an Oscar. At the very least, he could give weather presenters a run for their money.
There stands Prime Minister Rudd on a sunny day amid background shrubbery. His voice, of course, is accompanied by happy music, which crescendos as the video progresses to match the rising level of inspiration. “I know for sure that the old politics of negativity Just. Won’t. Work”, he says with a sort-of-smile on his face and hand gestures to match.
With this positive outlook in mind, I bring the next award.
Best Horror Film
Cue the doomsday music you often hear in horror films when the killer is hiding behind the curtain. A high angle shot looms over Tony Abbott’s helpless victims. A gloomy voiceover croaks into your ear as the stage light is symbolically switched off over the glum-faced ‘losers’. The simple slogan “If he wins, you lose” evokes the appropriate amount of edginess in anyone who doesn’t like losing. Most importantly, a dark shadow is cast over Abbott’s sinister face, looking more like a character from The Godfather. Real subtle, Labor.
This Liberal ad speaks to the sentimental among us, marking the third anniversary of “Labor’s Carbon Tax Lie”—there’s even a cake and a candle! The sombre music and slow-motion montage bring back a flood of haunting memories.
If you look carefully at the bottom-right, you can even spot a sneaky Kevin prancing and laughing jubilantly, followed by his best pal, Julia, after the carbon tax is passed. The ad even sneaks in that awkward photo of what looks like Kevin and Julia smooching.
Best Disney Remake
I sense Walt Disney won’t be happy with how similar the background music of this Liberal ad sounds to ‘Beauty and the Beast’. It has the magical feeling of a Disney movie with smiling faces and a sprinkle of Australian slang—“having a go” and “land of opportunity”—in true Tony Abbott style.
At the end of the ad, there sits Tony on an airplane (in what looks like Business Class), looking out the window with hope as the light shines on his face (hint: symbolic for the promising future under the Coalition).
So there you have it – the ads that are supposed to inform the electors. Mind you, I’m not complaining. I would rather political agendas be sensationally blatant than perniciously subliminal. Use all the dramatic music and plastered smiles that you want – just don’t expect us to take your ads seriously.
Published in Vibewire, 24 August 2013.