The Campaign TV Openings
October 29th, 2011 at 3:59 pm by David FarrarLast night saw the televised opening broadcasts from National, Labour and the Greens.
Here’s my scores on the following attributes
- Style
- Policy Focus
- Creativity
- Team Focus
- Relevance
National
- Style – 1/10 – the technical quality was appalling, both in terms of sound and lighting. May have been a deliberate decision to go for substance over style, in which case they wildly succeeded. There is a difference between no style and not overly flashy though!
- Policy Focus – 8/10. Key talked on the major issues. He talked both about what the Government had done and what it will do if re-elected.
- Creativity – 0/10. Did not inspire.
- Team Focus – 2/10. In that environment had to be Key only, but could have mentioned other Ministers more.
- Relevance – 9/10. It wasn’t about trivial stuff, but stuff that people are interested in and want to hear about. Stayed current
- Positivity – 8/10. Talked about themselves, didn’t knock opponents. Focused on a brighter future.
Labour
- Style – 8/10. Was well done and engaging. Used the visual medium well. You actually wanted to hear the next few minutes of the story.
- Policy Focus – 3/10. Did
nothardly mention any of their current policies at all.SolelyBasically attacked National’s policies and records – not just the current National either, but those of the last 80 years! - Creativity – 7/10. Not the usual format. Was a good focus on why their MPs are Labour.
- Team Focus – 6/10. Sensible to use attractive and personable MPs such as O’Connor, Nash, Ardern, Robertson etc. However no mention of Deputy Leader, David Parker. And use of O’Connor was cynical as he is not even on the party list and probably won’t even be an MP.
- Relevance – 2/10. Not only failed to mention a single policy they were promoting, also spent far too long campaigning against Sid Holland and Rob Muldoon.
- Positivity – 3/10. Spent most of the time knocking National, and revisiting past grievances. However balanced that a bit by positive statements from some MPs.
Greens
- Style – 7/10. Good use of outdoors scenery. The odd technical hitch with lighting and camera shaking. Nice start talking about richer NZ, then having co-leaders talk.
- Policy Focus – 9/10. Talked relentlessly about their policies, and how they planed to achieve them.
- Creativity – 6/10. A basic concept executed well
- Team Focus – 5/10. Brief mention and profile of rest of the team.
- Relevance – 7/10. They talked well about the issues around their brand. However not necessarily the issues for all NZers. Nice linking of environment and economy.
- Positivity – 9/10. Relentlessly positive about what could be achieved if you voted for them. Highlighted their achievements with National. Even when negative such as state of rivers, talked on turning it around.
How did you find them?
I might rate the other party ones tonight, but not sure I can be bothered watching them all 
Tags: Election 2011, Greens, Labour, National
October 29th, 2011 at 4:09 pm
Wow. Nice try but Labour did mention policy. (you said no mention) Watch it again. I know its hard because it blew the Tory one out of the water but you need to be honest here. Cap Gains was in there big time. GST off fresh fruit veges was mentioned. The tax free threshold was in there. I give you 10/10 for being wrong, wrong, wrong.
Vote:October 29th, 2011 at 4:11 pm
O’Connor standing next to coal wagons .. they will need the Greens to form a Govt. Not sure if the Greens are coal fans Damien.
Adhern in her old ghost town .. It didn’t become like that in the last 3 years. Had 9 VERY loong years to do something there, did nothing.
They included Sepuloni .. WHY???????????????????????????????????????????????????????????????????????
Silent T walking through a forest .. fantastic
Goff and Dad ummmmmmm
All about the past .. loved how they managed to slag of Douglas .. so negative to a period of their rule when the actually achieved something long-lasting
Mork and Mindy in schools yards and in parks by the sea .. lovely
The Nats saved a shit load of money on their ad BUT spoke about the past (3 years only) and the future.
Vote:October 29th, 2011 at 4:18 pm
have Labour named the Expert Tax Panel yet by the way?
Vote:October 29th, 2011 at 4:21 pm
“Did not mention any of their current policies at all”
A few of the most explicit statements of policy that I picked up:
@17:00 – Capital Gains Tax
@17:50 – Apprenticeships for young people (using existing youth benefit money)
@18:10 – First $5,000 of income tax free
@18:20 – GST off fresh fruit & vegetables
Plus I don’t think they ever said “we won’t sell assets” or “we won’t privatise ACC” but you’d have to be painfully stupid not to hear a clear policy message on both those issues.
Vote:October 29th, 2011 at 4:22 pm
http://whoar.co.nz/2011/commentwhoar-the-opening-political-speechespromos-from-national-labour-and-the-greens-a-review/
wow..!..i just watched the nat/lab/grn opening bits on tvone…
the national one both sucked and blew…
..key as stilted marionette..shocking set/lighting/suit…
..forced unheartfelt-speech..an exercise in dreary..
..then the labour one pinned my ears back…
..and as a mini-doco/potted-history of national vs labour histories..
.. it is a work of high creative art…
..seriously good..i couldn’t overpraise it..
..and will happily watch it again..(knock me over with a feather..)
..it also made good use of goff and the many mp’s who appeared..
..they almost persuaded me to vote labour..(i had to pinch myself..)
..then the greens’ one…oh dear..!
..cliche piled upon cliche piled upon awkward set-pieces..
..piled upon syrupy music piled upon kids playing by creek..
..featuring the leaders only..(big mistake..c.f..labours’opus..)
..with the nadir of the whole gruesome nightmare.being a walking camels’ foot from turei..
..oh dear..!
..i could feel my life draining away as i watched it…
..and would rather hot needles in the eyes..than watch it again..
..so..epic fails from both national and the greens..
..and a stellar/star-turn from labour..
..(go figure..!..eh..?..the underdog does/did best..casts the mind back to that recent oval-balled game..eh..?..)
anyway…it’s back to the drawing board for both greens and national..eh..?
..and hey..!..whoever the creatives are for both..
..boy do they suck..
..eh..?
phil(whoar.co.nz)
Vote:October 29th, 2011 at 4:38 pm
National’s clip was plain boring. Labour’s was moving. (The Greens’ was basically what I expected.)
I think Labour will grab a percent or two based on that.
Labour has a proud history. Unfortunately, the current lot can’t hold a candle to it.
Vote:October 29th, 2011 at 4:49 pm
the funniest comment i have seen was authored by a ben wilson..
“..labour won the haka…”
(heh..!..eh..?..)
phil(whoar.co.nz)
Vote:October 29th, 2011 at 4:51 pm
philu, please go easy on the full-stops. Try and conserve energy, eh?
Vote:October 29th, 2011 at 4:55 pm
Labour might as well have said ‘Quardle Ardle Wardle Doodle phil. For all the traction it would have got them!
Vote:October 29th, 2011 at 4:59 pm
Anyway. What’s this going behind my back like a fucking narc to DPF to try and stifle anti-phil comments?
Typical of leftie twats that can’t handle the heat when the chips are down!
Vote:October 29th, 2011 at 5:02 pm
Whoever did National’s needs to pack up his shit and leave. Obviously the same person who made their opening address in 2002 with Bill English. I got so bored halfway I went to take a shit.
I liked how Labour did a shout-out to Roger Douglas and ACT partway through their opening.
Vote:October 29th, 2011 at 5:04 pm
dunno there johnboy..all the commenters are calling last week labours’…
..they came out with policies that many rank and file national would agree with..
..and if you couple that with the economically-literate amongst national voters who are as horrified as many others at the very idea of flogging off commonly-held/inter-generationaly paid-for state assets…
..and if you factor in there is only a 5% difference between the c/l & c/r blocs…
..it really is game-on..
..eh..?
phil(whoar.co.nz)
Vote:October 29th, 2011 at 5:05 pm
“..Anyway. What’s this going behind my back like a fucking narc to DPF to try and stifle anti-phil comments?..”
are you talking to me..?
..if so..i did no such thing…
..once again..if talking to me..
..you really gotta watch that just-making-shit-up habit you have..
..eh..?
phil(whoar.co.nz)
Vote:October 29th, 2011 at 5:16 pm
Phool. Was it not Elaycee and Johnboy et al, regarding your pharmaceutical endeavors, that you were bleating about the other night or am I just a silly old Alzheimers person…eh..?
[DPF: Off topic. Enough flaming]
Vote:October 29th, 2011 at 5:19 pm
National’s opening address was actually very cunning. The plan was to send everyone to sleep so they would not watch the other opening adresses which followed it. I am sure it was brilliantly effective at doing that. when the ratings come out it will show that 99% of viewers switched to Channel Four to watch Family Guy and ony 3260 political junkies actually watched the whole set – none of whom were undecided voters.
Vote:October 29th, 2011 at 5:24 pm
how is that going behind anyones’ back..?
noting that all you all do is throw shit at me ..meh..!
..any four year old could do that..shine on you crazy diamonds..eh..?
..stay strong..!
..and you all are hiding/snivelling behind fake-names…
..who’se ‘open’ here..?
(cue:..’that’s what he said when he was in jail’-jokes..)
phil(whoar.co.nz)
Vote:October 29th, 2011 at 5:35 pm
Good grief Phool. I thought you were a harder man that that.
Lucky your guardian angel is watching over you.
Vote:October 29th, 2011 at 5:39 pm
Johnboy
Have you not heard the story of how Phool held up a Pharmacy and terrorised the staff?
He claims he did it because he was a junkie, now that is no excuse as we all know however the most disgusting thing about that crime is that not once has Phool apologised for his crime.
So there you go, proof that Phool is nothing but a low life criminal and professional parasite.
Vote:October 29th, 2011 at 5:41 pm
What shit do we throw at you Phool?
Give me an example. But, just make sure that it is “shit” and not the truth.
Vote:October 29th, 2011 at 5:48 pm
I’d watch your arse here BB. I didn’t think I said fuck all at 5:16 but got the penguin seal of disapproval.
Must be working towards an ecumenical discourse come election time I guess.
Vote:October 29th, 2011 at 5:54 pm
Someone come up with a Greasemonkey script that blocks out Philu for the love of god.
Vote:October 29th, 2011 at 6:00 pm
Why are you being so nice to phool David?
He only comes here to stir the shit.
Shall we just ignore him or shall we get pinged by your childish demerit nonsense?
If that is the case I only have 20 to go so take them now and I will comment elsewhere for two weeks.
Or grow up and realise that you have created a monster and we are the ogres who inhabit it!
Vote:October 29th, 2011 at 6:02 pm
I expect an answer David!
[DPF: 20 demerits as requested. Bye]
Vote:October 29th, 2011 at 6:16 pm
Still waiting David!
Vote:October 29th, 2011 at 6:59 pm
dog (or ded?),
go here and follow the instructions.
Vote:October 29th, 2011 at 7:03 pm
don’t know what happened to that link- it is a comment from hagues above it at 12.24pm that you want.
Vote:October 29th, 2011 at 7:36 pm
@DPF good on you for amending your wording on the ‘policy focus’ part of your analysis of Labour’s address but you forgot to do so for the ‘relevance’ part. Cheers.
Vote:October 29th, 2011 at 8:00 pm
just watched the political party ads on 2 .. do we still have an Alliance Party?
Vote:October 29th, 2011 at 8:06 pm
Um DPF 2/10 for team focus where there is no mention of anyone but Key? Why not 0/10?
And 1/10 for style? Don’t you have negative numbers?
BTW on your scores National came out behind Labour but only just.
And I agree with Enzo. Watch it again and there are not only mentions of policy but the strong development of general themes.
Face it. This was a train wreck of a launch. I cannot believe how bad it was. What was National doing? Did you guys pay money for it?
Vote:October 29th, 2011 at 8:15 pm
Fortunately there are more important things than a launch for National to do.
Unfortunately, because of “political reality”, National does these more important things at a snail’s pace.
Vote:October 29th, 2011 at 8:27 pm
jaba (1,554) Says:
October 29th, 2011 at 8:00 pm
just watched the political party ads on 2 .. do we still have an Alliance Party?
Campbell’s standing for Wigram and Anderton is retiring so it’s strategically smart for them I guess.
Vote:October 29th, 2011 at 8:28 pm
ACT wasted at least 30 seconds of their ad just playing some random music rather than talking about policy.
Vote:October 29th, 2011 at 8:30 pm
Act seemed to be including their candidates – except Don Nicolson?? Maybe he just wasn’t available when they filmed.
Vote:October 29th, 2011 at 8:37 pm
TV3 does a good job of skewering the openings
http://www.3news.co.nz/Ali-Ikram-on-election-addresses/tabid/370/articleID/231129/Default.aspx
The “women’s prison” and “didn’t get out of the car” lines made me lol as I believe the young people say these days.
I can only guess, in relation to National’s really badly presented offering, that this is what happens when Joyce is otherwise occupied. Good messages and all, but just awful viewing.
Vote:October 29th, 2011 at 9:33 pm
Personally, I thought the Greens delivered the best performance by far.
They delivered policy, style and an approach that hit home with the ‘rivers and lakes’ rhetoric. It was a reflective statement about our environment moving forward and policies that can safeguard sustainability.
10/10 for me.
Labour did deliver over and above expectation with its party history summary. Sadly, the current Labour party is no reflection of New Zealand’s working class today. Social activists, lawyers and unionists are not the bread and butter of New Zealand’s blue collar society.
5/10 for me. Policies reeked of incompetency but the delivery was very effective.
National didn’t deliver for me. It was far too dry and politically tedious. John Key needs to get his tongue around New Zealand English. I lost count of the times where he mumbled or was caught tongue-tied.
A very poor handle on NZ English. Plenty of policy achievements though.
2/10.
Vote:October 29th, 2011 at 9:55 pm
All the opening addresses can be accessed here:
TVNZ: Election campaign opening addresses continue
Vote:October 30th, 2011 at 12:05 am
having watched them all now my rating
1st Green
2nd Alliance
3rd Labour
4th Act
5th United
6th Mana (who didn’t have 1 but better than those below)
7th National (so those below were awful)
8th NZ First
9th ALCP
10th CCCP
11th Maori (who really are a party who had no policies)
If there was another party I forgot them
Vote:October 30th, 2011 at 12:13 am
jaba
Vote:The Alliance exists. In fact I’m Energy Spokesperson
October 30th, 2011 at 12:30 am
I recall now I missed Libertarianz. They were bad but still not the worse so move the CCP and Maori Parties down a place
Vote:October 30th, 2011 at 9:17 am
David, as usual, your pretty harsh on Labour. National did not inspire me at all..Key looked more like the godfather rather than the prime minister. And what about that lighting… what a load of crap! this is a government without any real plan to get New Zealand going. Only hypocrisy. Everything Key does is starting to backfire because he really isn’t interested in getting this nation back on its feet. IF it wasn’t for the news media manipulating everything in his favour, National would be out. Key “owns” the media. I have to congradulate Labour for inspiring ad. Smart, very smart. National’s ad…. 1/10, Labour’s 9/10.
Vote:October 30th, 2011 at 10:03 am
Inky_the_Red, a pretty objective list I see that has not been affected at all by your political allegiance. I think if you replace Libertarianz with Alliance around on the rankings it would be more accurate.
Vote:October 30th, 2011 at 4:40 pm
Saw a party political broadcast from the maori party last night, it featured a maori woman who had her hair died blonde, and another one rapping in a New York accent, telling us about the importance of their cultural identity…
Vote:October 30th, 2011 at 10:25 pm
hahaha…goodnite JohnBoy
Vote:October 31st, 2011 at 8:29 am
I broadly agree with David’s assessment.
National were appealing to intelligence. It was not entertainment, and many would be bored by that. The staged audience questions format was a bit lame. “Substance over style”. Scenes from the *actual* town hall meetings would have been better. Some good editing, some music, cuts to interviews with people on the street, etc. Will appeal to Nationals base, but not the middle ground or Labour’s former voters who are now saying in polls they will vote National. I am also kind of concerned National are painting themselves into the same corner Labour did with the Helen cult-of-personality. Without Helen, Labour are an empty party. Without Key will National cope?
Labour appealed to emotion – with historical feel-good links to Labour’s strong history (pity about the current bunch). National bad, Labour good. Simple narrative, will go down well with their base. Trying to stop the bleed to National and the Greens as well. No focus on Maori issues at all (interestingly – have they given up?). Good use of ‘team’ promotion rather than a single person. The advert should work on those fronts. But if you know your history it was a very one sided account (propaganda for the win). “Style over substance”.
Greens did well and were on message appealing to emotion but also their alternative point of view of what constitutes wealth. Mentioned their simple successes (investing in insulation in homes which I agree has been long needed and is an excellent policy). Clearly low production quality, but that’s fine by me. “Style with substance”.
Vote: