The latest video from the Stronger In Europe referendum campaign is out, and it’s rather good, highlighting with Brexiter themselves are saying.
Plausibility comes from directly quoting leading anti-EU campaigners, showing them saying the words that are attributed to them, and it has a good one-two punch: the risks of leaving the European Union followed up at the end by the hopeful future from remaining in the EU.
The style of the video is very similar to rebuttal and attack ads that we’re used to seeing in US-politics. Features of this style include:
- Using your opponents’ own words against them
- Relentless repetition of key messaging
- Grainy ‘secret recording’ style footage to imply malice
… This combination of tight strategy, sharp messaging, polished creative and sensible media investment is very impressive. If I were backing ‘leave’ at this stage, I’d be getting a bit worried.