Today saw the launch of the Conservative Party’s latest election broadcast, emailed to their supporters and promoted on YouTube. And from a strictly artistic and technical perspective, it’s not bad.
The video was distributed along with this blurb:
Samuel, <– thanks, mail merge personalisation
Have you seen our new Election Broadcast?
It shows how our plan is securing the things we all want for our children and grandchildren: a good education, a decent job, great public services and the chance to make the most out of their lives.
It’s really important that everyone knows the choice at this election: a better, more secure future with the Conservatives or putting all the progress we’ve made at risk with Ed Miliband propped up by the SNP.
Cue lots of video footage of babies and small children, and voiceovers in which the parents express their hopes that little Johnny will emerge from the British educational system reasonably literate and numerate, never have to “worry about paying the bills each month” as an adult, and to come of age in “a Britain with opportunities” (duh). All of this is accompanied by the gentle strumming of guitars familiar to any fan of the TV show Gilmore Girls, and the same amiable whistling that TSB currently uses in advertisements to trick people into thinking that they are a friendly local bank.
But despite the focus on youth, in reality the Tories (and Labour too) are much more concerned with “securing the things we all want” not for our children and grandchildren, but for our parents and grandparents. The welfare state certainly needed reforming in 2010, and Iain Duncan Smith’s rollout of Universal Credit could yet go a long way toward eliminating the benefit trap, but it cannot escape anyone’s attention that the younger generations have borne the brunt of the necessary corrections to excessive government spending.
Meanwhile, Britain’s pensioners – who are much more likely to be homeowners and free of the cost of young raising families – have not been asked to contribute a penny, even as we were told that we are “all in it together”. Instead, the older generation are showered with non-means tested benefits such as free television licences and bus passes, while their pensions are protected with a “triple lock” which ensures that they will always get richer in real terms.




