David Cunliffe is in Labour's ad, while National goes
Labour has gone for the heartstrings in TV ads to be
aired today while National has taken a more light-hearted
approach as the on-screen political campaign begins.
Under electoral rules, parties can begin using their
allocated broadcasting airtime this morning.
In its first television ad, the National Party aims to help
voters make a "simple choice" between its own management of
the economy or a Labour-Greens-Internet-Mana leadership.
National portrays itself as a young, hard-working, sleek
rowing team "staying on course".
It is competing against a hapless, bumbling rowing boat with
two red and green cockswains, and one of its rowers in
In a voiceover, the ad says voters should "keep the team
The ad is unusual because of the absence of Prime Minister
John Key, who is usually front-and-centre in National
Campaign manager Steven Joyce said Mr Key would be in future
Labour leader David Cunliffe features in all of his party's
four ads, designed by Auckland agency Running With Scissors.
The ads extend the "Vote Positive" theme seen on its
billboards, and politicians are mostly sidelined in favour of
Campaign manager David Talbot said the material was more
emotional than past campaigns, without being cheesy.
Labour has also made a Maori-focused ad which will run in
Maori and English on Maori Television.
National is entitled to $1.05 million worth of radio and TV
advertising time this year, and Labour to $920,000.
The values are set by the Electoral Commission with a formula
based on parties' votes at the previous election and other
- by Isaac Davison, NZ Herald