National’s first TV ad

August 20th, 2014 at 4:00 pm by David Farrar

’s first TV ad. I was pretty critical of some of their advertising last campaign (the opening address was terrible) but I have to say I think this one is well done. A clear crisp message that has resonance, plus a bit of humour.

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84 Responses to “National’s first TV ad”

  1. straya (80 comments) says:

    Ah, Kiwis. Looking one way whilst moving in the opposite direction :-)

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  2. Unity (583 comments) says:

    I thought it brilliant. Very crisp and precise. The opposition looks exactly like they are behaving – sloppy and badly coordinated.

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  3. OneTrack (3,092 comments) says:

    Very good.

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  4. labrator (1,850 comments) says:

    The person in purple was way too small and only one person in green had a megaphone? I think you’ll find the Greens have both have a male and female coxswain. And no Hone or Winston?

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  5. Padriv Ustoev (68 comments) says:

    I don’t like it – men and women in the same boat, bare arms and legs on women. This is not the kind of thing I would want from my leaders.

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  6. Neil (586 comments) says:

    An excellent ad which sums up the bickering between the Greens,Mana,NZ First and Labour. After seeing the results of the Roy Morgan poll I think the NZ voters have more intelligence than the left think.

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  7. SPC (5,619 comments) says:

    Hidden due to low comment rating. Click here to see.

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  8. Viking2 (11,469 comments) says:

    ok, so my canoe is going forward while I’m looking backward. Hmm. Do I trust the helmsman?? Maybe its a committee that helms the boat.

    Greens and Reds in a lifeboat. Missed the rats leaving the sinking ship. :lol:

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  9. geoff3012 (75 comments) says:

    Bloody good…..and you are right about 2011 opening-terrible

    Please don’t do that again!

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  10. radvad (765 comments) says:

    Nats up, Labour/Greens down in latest Roy Morgan poll. Last 4 days were after Hager released his novel.

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  11. Viking2 (11,469 comments) says:

    Padriv Ustoev (13 comments) says:
    August 20th, 2014 at 4:13 pm

    I don’t like it – men and women in the same boat, bare arms and legs on women. This is not the kind of thing I would want from my leaders.
    ===========================
    fortunately most of us have moved on from the fucking stoneage.

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  12. Grizz (605 comments) says:

    I have always felt that the old classic message “Its the economy, stupid!” Rings true. Greens andvLabour bleat on about the many ‘nice to haves’. None of this is possible without your economic backbone. I have felt that National have been very slack at pressing their economic achievements and have been poor at deflecting untrue criticism of their management. I expect this is the first of a series. Further adds will emphise wafe growth, jobs growth and falling unemployment. They could try to bog themselves down in Dotcom’s dirty tricks campaign but instead should stay on message and push home their positive achievements to date.

    It is easy to say what you are going to do, but it is better to report on positive things you have already done.

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  13. SPC (5,619 comments) says:

    The music is from the Eminem song Lose Yourself. Did National buy the rights or steal from the owners?

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  14. thedavincimode (6,759 comments) says:

    Downloaded it from mega I expect SPC.

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  15. Unity (583 comments) says:

    Hilarious, Labrator.

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  16. Fentex (974 comments) says:

    Nice effort to associate with the success of NZ rowers who have been doing well in recent competitions – and can be expected to win some medals in the soon to start World championships. Right in the middle of electioneering.

    But very, very light on policy. Which is forgivable in a short TV spot that only intends to set a tone, but if not addressed in latter advertising is only going to beg the question of what people are really voting for – governments don’t run economies and don’t do the work that builds wealth so advertising that you’re at least not interfering too much with those who do goes only so far.

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  17. Captain Pugwash (98 comments) says:

    The one thing I truly detest about elections, the political party TV advertisements. In the age of My Sky will anyone other than the loyal political party activists ever watch?

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  18. tvb (4,421 comments) says:

    Pretty slick. The touch of humour showing the state of the left speaking with two voices at both ends of the boat is quite well done.

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  19. labrator (1,850 comments) says:

    The music is from the Eminem song Lose Yourself. Did National buy the rights or steal from the owners?

    Similar, not the same. If that was the measure of copying music then we wouldn’t have Led Zeppelin for one.

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  20. SPC (5,619 comments) says:

    Are there 8 billionaires living here, or 8 billionaires who are New Zealanders or both?

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  21. polemic (460 comments) says:

    Very Good ad clear simple message.

    Safe Stable management or

    A vote for Labour is a vote for the “Co-Boat”

    Who looks more reliable?

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  22. wreck1080 (3,909 comments) says:

    The quality of the ads are irrelevant. They will be drowned out by the whaleoil email leaks .

    No doubt the whaleoil ‘leaker’ will release proportionally more damaging material the closer to the election.

    IMHO there is a stronger chance that national will lose the election.

    However if labour do win it will be fascinating to watch this slow motion train wreck.

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  23. thor42 (971 comments) says:

    Good ad!
    Very slick and professional – gets a good little dig in at the other parties at the end without overdoing it.

    I’m hoping that the Nats will have an ad showing the main economic points –

    * Benefit numbers down.
    * Crime down.
    * Employment up.
    * Education standards up (and that *includes* Maori and Pasifika students)
    * Economic growth up.
    * Immigration up (and almost all of it from good countries – not Somalia and the like)

    A very good scorecard to go into an election with.

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  24. Inky_the_Red (759 comments) says:

    I thought I heard Key say yesterday that he wanted a campaign based on policies. Looks like he forgot to tell however made that ad.

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  25. kiwi in america (2,449 comments) says:

    A superb ad and light years ahead of the lame campaign opening one from 2011. The sleek smooth coordinated rowing 8 against the backdrop of the text roll of economies we are outstripping (with a subtle nod to the sporting success of rowers) and the reassuring dulcet ‘steady as she goes – don’t rock the boat’ message of the commentator’s voice creates a near perfect audio/visual image of National’s past success and current direction. The contrast with Labour is brilliant. There’s more than a hint of snark without any negativity and the image of the dis-unified and confused crew was priceless. The masterstroke was the colour coding of the crew which reinforced the visual message of the messy mishmashed coalition Labour must pull together.

    When I went to Labour’s website to see their ad, the link to the ad said “The page you were looking for was not found.”

    Says it all really!

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  26. G152 (339 comments) says:

    The person in purple was way too small and only one person in green had a megaphone? I think you’ll find the Greens have both have a male and female coxswain. And no Hone or Winston?

    …..
    Aha. Not seeing the sea anchor and the mooring buoy means they’ve sunk and are dragging the ship of fools to the bottom :)

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  27. kiwi in america (2,449 comments) says:

    Inky
    The best political ads the world over encapsulate broad themes that resonate with majority community opinion. The 1984 Reagan re-election campaign “Morning in America” ad captured the mood of optimism as the US experienced the many benefits of the strong recovery Reagan presided over. Reagan carried 49 states. Detailed policy gets done in meet and greets on the campaign trail and at coordinated policy release speeches or photo ops.

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  28. SPC (5,619 comments) says:

    Joyce said that National bought the rights to the music.

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  29. rangitoto (247 comments) says:

    The greeboreintermana boat should have been sinking at the stern with fatcon sitting there

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  30. trout (939 comments) says:

    Excellent ad. Deals with the major issue of this election – whether or not the Country can be governed by a rag tag bunch of parties that have very different agendas. Radio NZ covered this in Morning report (probably by accident) by questioning David Parker about how Labour and the Greens were going to mesh their very different tax and spend policies. He fumbled around trying to establish that Labour were the dominant party and would make policy – with Labour dipping and the Greens growing in confidence (and lining up their cabinet places)- yeah right!

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  31. Judith (8,534 comments) says:

    Not sure I would have launched that ad this week. I can see where a water themed ad might be open to a bit of tomfoolery by some clever digital artist. (inset jaws music)

    Still, that aside, yes a very attractive advert.

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  32. balletgirl68 (19 comments) says:

    I think its precise and concise! Good message making the right points of difference. Go National!!!

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  33. georgebolwing (849 comments) says:

    he key takeaway from the latest Roy Morgan poll is this: “The latest NZ Roy Morgan Government Confidence Rating has risen to 139pts (up 4pts) with 63.5% (up 3.5%) of New Zealanders saying New Zealand is ‘heading in the right direction’ compared to 24.5% (down 0.5%) that say New Zealand is ‘heading in the wrong direction’”.

    15.5% of the voting population who intend to give their party votes to parties other than National think that the country is heading in the right direct.

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  34. ShawnLH (5,025 comments) says:

    “The quality of the ads are irrelevant. They will be drowned out by the whaleoil email leaks . No doubt the whaleoil ‘leaker’ will release proportionally more damaging material the closer to the election.”

    Hagar’s book and the leaks are a fizzle. One small hit against an already dodgy minister. Big whoop. IF they had anything more it would be in the book. Hagar and his cronies thought they had a smoking gun, but it turns out it was only a half filled water pistol.

    The ad does a good job of setting the tone of the election. Kiwi’s know that politics gets dirty, and aren’t fooled by the Left pretending to be innocent. What Kiwi’s expect is economic growth and a broadly united and competent government, not a one that will be economically reckless and an ongoing disunited circus.

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  35. rangitoto (247 comments) says:

    Whaledump shot itself in the foot today. Even a number of the commie journo’s are distancing

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  36. Steve (North Shore) (4,561 comments) says:

    Six months in a leaky boat.
    Actually it has been six years for the lefties, and likely to be another six at least

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  37. ManuT (51 comments) says:

    A waste of money people. It won’t be noticed as long as this Whaledump character and his mouthpiece Hager control media coverage of the campaign. Judith Collins has to step down, the National party must distance themselves from Cameron Slater and if John Keys office has used SIS files unethically they have lost my vote for the next two elections.
    Left wingers are acting like very mean schoolyard bullies and getting away with it. Oz looking better every day.

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  38. RRM (9,919 comments) says:

    Brought a tear to my eye ;-)

    (No, not really.)

    Very good job, I thought it conveyed the message (National is doing the business) well. I’m used to political talk being a lot more… infantile!…

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  39. ManuT (51 comments) says:

    yea yea thumbs down for making sense; that’s it i’m taking my ball and going home.

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  40. RRM (9,919 comments) says:

    I would have modelled any boat with slim dotcom in it on this though…

    http://update.gci.org/wp-content/uploads/2013/01/Life-of-Pie-300×209.png

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  41. dime (9,972 comments) says:

    “The music is from the Eminem song Lose Yourself. Did National buy the rights or steal from the owners?”

    well, eminem is filthy rich, therefor hes an asshole, right?

    anyway, not the same music

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  42. anticorruptionnz (215 comments) says:

    Hidden due to low comment rating. Click here to see.

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  43. RRM (9,919 comments) says:

    Roy Morgan seems to disagree Penny :-P

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  44. kiwi in america (2,449 comments) says:

    ManuT
    Harden up. The media and the Opposition attacked Judith Collins for week after week over an incident that happened on a trip to China only weeks before. Here they are rehashing a 5 year old incident – all for negligible polling affect re Oravida and likely the same result now. People are sick of the Hager email obsession – there comes a point where middle NZ lower information voters switch off and say to themselves “they’re all a pack of bastards” (all meaning politicians). Key’s version of the SIS OIA release was backed by Rebecca Kitteridge (an even handed and professional public servant as you will ever find). Key has rightly said that Collins’ leak to Slater was inappropriate and that were this a recent occurrence, she’d have used all 9 lives. Finally Key HAS distanced himself from Slater. Voters want to hear policy debate not muckraking.

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  45. wreck1080 (3,909 comments) says:

    @ShawnLH

    I think you overestimate the intelligence of people. Just look at those who think the moon landings were faked or that water fluoridation is some kind of government plot to make people docile.

    The whaledump emails will be released regularly up to the election date and the weak minded might be sucked in by the conspiracy theories.

    Just a theory, I admit I could be wrong (and I hope so for the sake of my tax rate and genesis shares).

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  46. FeralScrote (217 comments) says:

    Reality not your strongpoint,Penny?

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  47. Andrei (2,651 comments) says:

    Saw this ad on TV

    It came between an ad for female incontinence pads and an ad for funeral plans -

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  48. duggledog (1,556 comments) says:

    This is what I’ve been saying National needs to do for months now; simply give the voters a choice and remind them: Us, or a committee. So on principle, perfect illustration but badly made. Where the hell do they find these people? Would have cost an arm and a leg too. I put the actual cost of that commercial at $5 – 10k.

    Not enough time on the key selling point far too quick; those quick witted enough to grasp it will be voting National at the very least anyway, the more dim witted who they need to persuade won’t get it. So I think National have lost an opportunity at sign off. Must be using the same agency as Colin Craig, or the same idiots who thought it was a good idea to use a Coldplay ripoff that time. FFS

    7/10. Must do better.

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  49. goldnkiwi (1,304 comments) says:

    Are Penny and Judith clones? Such negativity, I think they live in a different country to me. If not, I wish they would lol.

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  50. Alan (1,087 comments) says:

    Is everyone in the national boat white?

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  51. Lance (2,655 comments) says:

    Ah SPC!
    Sucking the lemon juice of life.

    I guess your not voting National then?

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  52. Lance (2,655 comments) says:

    @Alan
    I think you will find the racism and xenophobia is pretty much coming from the lefties now.

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  53. publicwatchdog (2,593 comments) says:

    errr…. this is my first post today Kiwibloggers:)

    Where’s the bit where the slick, sleek National Party canoe hits the great big Whale?

    (Meant of course in a caring, albeit somewhat prophetic way?)

    Kind regards,

    Penny Bright

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  54. ManuT (51 comments) says:

    kiwi in america – Thanks, like the insight. Problem is voters are hearing just one side of it all so to say they care more about policy etc methinks doesn’t apply to center and left wing fucktards. They will hear what they want to hear and no more.

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  55. Hugh Pavletich (217 comments) says:

    National extends lead in new poll – National – NZ Herald News

    http://www.nzherald.co.nz/nz/news/article.cfm?c_id=1&objectid=11311782

    National (48%) holds its lead over Labour/ Greens (39%) as ‘Dirty Politics’ revelations provide a new challenge for PM John Key’s leadership. NZ First surge to 6.5% – highest support since September 2013. – Roy Morgan Research

    http://www.roymorgan.com/findings/5747-roy-morgan-new-zealand-voting-intention-august-20-2014-201408200128

    Why isn’t there further analysis / research on the apparent extraordinarily poor polling of Labour in Canterbury at 14% … The Greens 22% and National 55% ?

    Greens and Labour in Canterbury … Kiwiblog (note Pavletich comments on thread)

    http://www.kiwiblog.co.nz/2014/08/greens_and_labour_in_canterbury.html

    It appears Left-wing commentator Chris Trotters perspective on the nature of politics is correct … as explained in The Press recently …

    Dirty politics – is there any other kind? | Stuff.co.nz

    http://www.stuff.co.nz/the-press/opinion/10397066/Dirty-politics-is-there-any-other-kind

    … extract …

    The great Prussian military theoretician, Carl von Clausewitz, famously described war as “the continuation of politics by other means.”

    I would argue strongly that the reverse of that famous formulation is equally true. That politics is the continuation of war by other means.

    Democratic politics, in particular, requires both the political leadership of the state – and its citizens – to resolve the fundamental economic and social issues dividing their communities through institutions and processes that are of their essence both formal and peaceful.

    Legislatures and elections are thus charged with settling those issues which would, in previous centuries, have been resolved (to quote another Prussian) by “blood and iron”.

    In practical terms, therefore, the accepted (if unacknowledged) principle of professional politics has always been that so long as politicians and their follower eschew actual physical violence, then all other tactics are permitted.

    Politics is not an occupation for the faint-hearted, nor is it one whose practitioners can remain both effective and unstained. Bluntly, “dirty politics” is the only kind there is.

    Hager argues that: “Exposing dirty politics is an essential step in allowing reasonable people to understand and to choose other approaches. There is no need to follow those who are least principled down into the pit.”

    But the choice is not – with all due respect to Hager’s ardent idealism – between decency and the pit.

    The choice is between accepting “dirty” politics, with all its “Criticks and Bug-writers”, and rejecting altogether the formal and peaceful processes of democracy.

    The options are not fair means or foul: They are foul means or fouler.

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  56. Hugh Pavletich (217 comments) says:

    The problems for the Left however run much deeper than David Cunliffe and a Labour Party in a state of civil war … if these international trends are any guide …

    Voters have had enough of bloated and dysfunctional Governments … Allister Heath …. UK Telegraph

    http://www.telegraph.co.uk/finance/economics/10844203/Voters-have-had-enough-of-bloated-and-dysfunctional-governments.html

    … and as a recent NBC / WSJ poll in the United States found …

    Americans Fed Up … NBC / WSJ Poll

    http://www.nbcnews.com/politics/first-read/americas-fed-obama-approval-rating-hits-all-time-low-poll-n173271

    Clearly … the Left needs to reinvent itself.

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  57. davidp (3,581 comments) says:

    KIA>When I went to Labour’s website to see their ad, the link to the ad said “The page you were looking for was not found.”

    You’re saying you “went to” the web site like it was some spontaneous thing involving a URL or a bookmark. These days you need signed permission from David Cunliffe before “accessing” their site, and the permission will limit the sections of the site you’re allowed to visit.

    Turn yourself in to Hager and let him publish all your e-mails. Also, notify Norman so he can report you to the police.

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  58. redqueen (562 comments) says:

    That really is quite good.

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  59. Short Shriveled and Slightly to the Left (786 comments) says:

    The left seem to hate it….looks like it’s a winner then

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  60. Short Shriveled and Slightly to the Left (786 comments) says:

    What are the rules in regards to me placing this on my facebook? not allowed?

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  61. Johnboy (16,529 comments) says:

    I’d like to see a NZF ad with an eye-patched Captain Winston ramming his pirate ship through the rowing boat and the skiff while brandishing a point of order and yelling “Wait till I release the information I’ve got sonny, It’ll make Hager look like a mummies boy! ” :)

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  62. thePeoplesFlag (245 comments) says:

    Very very much a National advertisment. A bunch of white people with all the advantages pulling away from the rest. On Planet Key, if you are in the rowboat, you don’t count.

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  63. Short Shriveled and Slightly to the Left (786 comments) says:

    thePeoplesFlag – That comment says more about you than anything else. One day you will realise that many of the shitty things you encountered in your life were your fault

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  64. thePeoplesFlag (245 comments) says:

    What shitty things? My life is absolutely peachy. Breezed through school and uni, have had several great jobs (that’ll get Judith scrambling to dig some dirt on me for Whaleoil), travel all the time, a beautiful partner and I even inherited lots. It is the bitter and twisted righties that want to sneer at the people struggling in the rowboat, just ask John Key’s BFF Cameron Slater. Not me though. I’d circle around and throw them a line for a tow. Why not?

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  65. RightNow (6,994 comments) says:

    “Very very much a National advertisment.”

    Can’t sneak anything past you huh Sherlock?

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  66. hane (69 comments) says:

    Wrong kind of boat. The 1% should be up on deck enjoying the view while the galley slaves below do all the work.

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  67. PaulL (5,981 comments) says:

    I’m a big fan of Labour’s new “every child gets a balloon” ad. I mean, it was full of things you couldn’t disagree with. Everyone will get paid more, but have more time at home with the kids, and have cheaper housing. It’s fantastic. I think I’ll vote for Labour, because I’d like a balloon too.

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  68. Short Shriveled and Slightly to the Left (786 comments) says:

    thePeoplesflag – nah you have too much anger to have a peachy life…some thing is bothering you…work on it

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  69. adze (2,126 comments) says:

    “thePeoplesflag – nah you have too much anger to have a peachy life…some thing is bothering you…work on it”

    It’s hard to get good Chardonnay these days :)

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  70. DMS (54 comments) says:

    What a sad effort. Predictable tag with a sporting theme but completely unrelated to where average Joe Blow worries about health, education and employment. Face it you guys! You are out of touch. My blue mates are embarrassed by the revelations this week, and instead of just voting against the local blue candidate as a form of protest, they are actually going to vote for any party that helps get rid of the greedies and incompetents in power. Team Key is a con! There are many principled people in the National party who are embarrassed by the label.

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  71. labrator (1,850 comments) says:

    …sneer at the people struggling in the rowboat…

    Obviously didn’t study metaphors at University. The colours represent the political parties, not constituents. The row boat represents a potential future government, not society.

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  72. Short Shriveled and Slightly to the Left (786 comments) says:

    like I said, the left hate this ad………..clearly hit a nerve

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  73. Andrei (2,651 comments) says:

    like I said, the left hate this ad………..clearly hit a nerve

    It’s an ad made by an agency – TV is awash with them, it about as meaningful as the Jabberwocky just another bit of noisy crap that fills the background of our llives

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  74. labrator (1,850 comments) says:

    … just another bit of noisy crap that fills the background of our llives

    Yeah, advertising totally doesn’t work. That’s why no one spends any money on it.

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  75. OneTrack (3,092 comments) says:

    “Yeah, advertising totally doesn’t work. That’s why no one spends any money on it.”

    And why the hard left go berserk trying to ban advertising for things they don’t “approve” of.

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  76. V (719 comments) says:

    The ad is a bit optimistic. The opposition would have trouble getting a boat to float.

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  77. RRM (9,919 comments) says:

    Nice rack.. :oops:

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  78. tom hunter (4,836 comments) says:

    Every election season there’s a run of people with comment counts higher than their IQ’s who turn up to on Kiwiblog to troll, and they’re mostly ignored.

    But every now and again there’s one who’s just too much fun and it’s actually worth showing their past. Here’s DMS today:

    DMS (52 comments) says:
    August 20th, 2014 at 10:25 pm

    What a sad effort. … Face it you guys! You are out of touch. My blue mates are embarrassed by the revelations this week ….. Team Key is a con! There are many principled people in the National party who are embarrassed by the label.

    And here’s DSM from 2008, actually from the thread about Winston not paying back the GST:

    DMS (52 comments) says:
    October 25th, 2008 at 2:03 pm
    You guys on the right amaze me. You rave on about Peters and Labour and all sorts of malfeasance, but have you paid your GST from the last election? It is that sort of hypocrisy that will mean Peters will bolt in to reinforce a centre-left coalition that deserves a fourth term.

    Anyway, best wishes in your hunt for a place to put your vote. Please do not leave it to the last minute in the booth. I would agree Key is history. Even his potential cabinet colleagues do not like the way the campaign has been run. Key’s body language with Dunne last night was classic John Cleese as in “I don’t really want to be here!”

    Painful – but funny.

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  79. Slipster (170 comments) says:

    DMS at 10:25
    “My blue mates are embarrassed by the revelations this week, and instead of just voting against the local blue candidate as a form of protest, they are actually going to vote for any party”
    —-
    Tut, tut. We believe you dear, honest we do.

    P.S. Say Hi to your Elvis mate too, hope he’s not too embarrassed by your company, is he?

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  80. Rich Prick (1,700 comments) says:

    John Ansell described Labour’s effort as a bunch of losers standing around wanting stuff. Including some of their MP’s. Couldn’t have put it better myself.

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  81. waikatogirl (419 comments) says:

    I’m calling whaledump out as a coward. COWARD!!! If you are proud of your beliefs and political exploits then stand up and show yourself! Whatever you think of Cameron Slater, he has no problem standing up for His beliefs. Whaldump you are a sniveling little weasel.

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  82. deadrightkev (468 comments) says:

    “I’m hoping that the Nats will have an ad showing the main economic points”

    Also we should highlight some of their other “progressive” achievements thus far:

    Anti smacking legislation
    Gay marriage
    WFF
    15% GST
    Fuel taxes
    SCF bailout
    Auckland Super City
    Maori Stat Board
    UNDRIPS
    Corporate welfare
    Accelerated treaty settlements
    Accelerated separatism
    Whanau Ora
    Whaleoil collaboration
    Constitutional review sham
    Susan Devoy RRC

    I am sure there are other progressive achievements we could add I have forgotten. National party voters probably think that they little option but to vote for the smiling Mr Key or the other hopeless mob. How wrong they are but some of us live in hope.

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  83. Fisiani (1,039 comments) says:

    One month till the election. If voters vote on the main issues like the economy health, education and prosperity then National would win hands down. That’s why the Left have to bring up triviality after triviality. The media want a close contest so they will harp on about side issues. National have to relentlessly stay on message. Hager has had his week of fame. We move on to the real issues. Onwards to prosperity for all.

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  84. deadrightkev (468 comments) says:

    “Onwards to prosperity for all.”

    Except NZ is not moving onto prosperity. That is a myth. We are moving on to mediocrity or worse at an alarming pace.

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