I just finished watching the closing addresses on TV, a whole series of commercials paid for by you and me, broadcast on the TV station that we pay for, featuring people we pay telling us why they are best qualified to spend our money.
They are important because the last ads are the means that literally thousands of people use to make up their mind--in a campaign you ignore them at your peril.
I'm going to suppress my rage for a few minutes and sum up the sum ups.
National
Quite well produced, no negative messages, was a quite effective and simple summary and plea for your vote. Didn't mention Labour much (that I can remember). Well crafted, almost convinced me that it wasn't phony. It reminded me of the type of commercial you would see in an American campaign actually. They were able to articulate their policies quite well.
Acid test: would an undecided voter be more or less likely to vote National? probably more--it addressed any residual questions that a voter might have about putting a guy who's been in Parliament 10 minutes into Government House.
Interestingly, did not feature or even mention any other National MPs 8/10
Labour
Labour's ad was a microcosm of their campaign--bitter, negative and insincere. Helen Clark badly reading a teleprompter and lecturing me about trust and honour? piss off.
I don't quite understand Labour's strategy this campaign. Very early in the campaign they decided that Clark herself was their biggest asset, so they pushed her face into our skulls at every opportunity. I don't know if that was the right tactic.
Their thinking seems to be: -we're unpopular, people see us as arrogant and tired? the solution? get Helen to earnestly talk to them and try to make John Key out to be the bogeyman. The polls haven't opened, but I don't think it has worked.
Acid test: Would an undecided voter be more or less likely to vote Labour? No. I would have responded to a more positive message, and an admiussion that they've made mistakes but young growth is coming through. The scare tactics and the "don't change horse in mid-stream" line just doesn't have the impact it might have. An ok, but surprsingly amateur, ad that did the bare minimum it needed. Labour needed more than that, so this ad earned a fail mark. 4/10.
Maori Party
I liked this ad--it had a nice tone. it did what it was required to do--firm up the base, don't scare the horses and possibly extend into the non-Maori vote. I don't think they'll ever do that, but it was a good ad.
Best moment: the white guy saying: "you don't have to be a Maori to vote for the Maori Party!" in a thick pakeha accent. 7/10.
Acid test: maybe.
New Zealand First
Winston seemed to be giving a press conference to smart-alec journalists. Why relitigate?
Hmmm I never know what to make of those ads. His aim was to firm up his traditional voters, and I think he actually suceeded. I give it a 6/10.
Acid test: would someone who had voted for Winston in the past vote for him now? a few, but the damage is done I'm afraid.
Greens
If there's one thing I'm most looking for to is that after today I'll never have to look at that malnourished fucking kid standing in front of Mt Rangitoto again. Enough already! Extreme slow motion shots of kids gawking at the camera with pathetic, miserable looks on their dials? Enough!!!
Boring ad which did what it need to do to solidify their base, and repeated their key messages, which they have hammered over and over during the campaign. An ad which just passes. 5/10.
Acid test: I don't think anyone who was considering votng Green would have said to themselves: "that's it!! they get my vote".
JimAndertonisgreat Party
Hasn't Jim put on a lot of weight?
Isn't he a pompous arrogant cunt?
Isn't his hair-piece terrible?
What the fuck is wrong with the people of Wigram? Why do they return him to Parliament?
Highpoint: the cued up shot of two miserable oldies shivering under a blanket.
Acid test--why bother?
United
As bad as Jim's hairpiece may be these days it doesn't win the prize for worst hair-cut. Peter Dunne these days looks like he snuck into the Dracula museum and stole Bella Lagosi's wig.
This ad was a talking head piece of Peter Dunne spouting out cliched shit that someone has obviously cut and pasted from the internet.
What I said about the people of Wigram applies double to the Ohariu-Belmont.
Acid test: when will Dunne fall into a tankard of acid?
ACT
This was, by far, the weirdest ad. I think it must have been made by the same people who make children's television programmes. It was like watching the Stu show from the 1970s: Rodney shouts at the camera, non-linear editing, Rodney walks around shaking hands, unconventional camera shots show Rodney fucking around with terrified members of the public, Rodney drives past in the Rodney-mobile really fast shouting, Rodney tells jokes and Rodney laughs. Rodney dances with some guy with look hair inexplicably shouting: "You ARE a Labour supporter...You ARE a Labour supporter!!" (perhaps you had to be there). I was waiting for Rodney to give the thumbs up and shout "Giz a go!!!". Whatever Rodney's on I want some.
Towards the end of the Rodney-show some policy was mentioned as an after-thought.
Underneath all of this was a serious message: "National are going to win, since they are going to win you should give ACT your vote and we'll make sure there's real change and now more of the same, We'll keep the Nats honest"
I typed that in about 9-10 seconds. Rodney wasted 5 minutes and sort of got around to saying it. 5/10.
Acid Test: Hmmm this is tough to answer, tactical Natinal voters are pretty smart and would have already worked it out for themselves.