Jennifer Dempsie: Policy points with a reggae beat – or Coldplay

Party political broadcasts have come a long way and now use lighting, music and even humour to win voters over, writes Jennifer Dempsie

I have always found party political broadcasts (PPBs) a bit weird. I remain to be convinced that they resonate with Joe Public and reach out beyond the political bubble. Mainly because, well, who actually watches them? But PPBs have become more sophisticated as television productions, with political parties now “advertising” their credentials in a more commercial format. And for the Scottish Parliament elections last year the SNP went where no other political party has gone before – to the land of Monty Python.

Injecting humour into what are usually staid election broadcasts is a risky move, but it worked, remaking the Python sketch “What have the Romans ever done for us?” with a “What has the Scottish Government ever done for us?” twist. With some fantastic Scottish actors to execute the lines outlining the SNP minority government achievements, it really was a gem, encapsulating Scottish banter and pub culture to a tee. And with only a minor starring role at the end for SNP Leader Alex Salmond, which was unusual given he was the party’s biggest electoral asset.

In contrast, Scottish Labour focused very much on main man Iain Gray, clearly trying to boost his popularity ratings, which were particularly low at the time, following the personality rather than policy approach.

With spring party conference season well under way and mild election fever building up for Scotland’s local government elections in May, a new tranche of adverts has appeared. Labour has again focused on personality, to try and promote low-profile leader Johann Lamont in her new role. The advert was a carbon-copy of its 2011 ad, with some particularly depressing music. Her message was strong, focusing on her public service ethos, family-first philosophy, love of Scotland and passion for helping others. However, it was drowned out by the depressing grey landscapes and Radiohead-inspired music. Also, not one single policy idea. And it seemed a missed opportunity to go for personality over policy, missing a chance to pitch the party’s platform.

In contrast, the SNP went for what critics would no doubt say is a utopian-style advert, focusing on its record of local government services and creating the kind of dream community everyone would want to live in. Watching it is like drinking a can of Lilt – with a sugary, tropical taste. But it did make me smile. If you missed it on Friday, it takes you on a journey down a beautifully manicured street (actually on the River City set). Residents of the picture-postcard version of a community play out the SNP’s key policy achievements: the council tax freeze, small-business bonus, increased nursery hours, keeping 1,000 bobbies on the beat and jobs for young people. The advert then cleverly teaches you how to fill out your ballot paper: “SNP, 1,2,3”.

The ad is overwhelmingly positive, people-focused and policy-rich, with everyday folk filmed with sugar-candy colours, bright lighting and a reggae version of the SNP campaign song, Let’s Work Together.

But what is interesting is that there is not even a token image of Alex Salmond. For me, that is either a statement of confidence or a sign that a new strategy is being deployed. The recognition that at a time when politicians’ stocks are at an all-time low – just slightly ahead of journalists and estate agents – real people have greater resonance than politicians.

There are two main formulas for PPBs for the political communications enthusiasts among us: negative vs positive, and policy vs personality. I think there needs to be a new dimension considered: people vs politicians. People over personality and politics seems to be the aim of the game for the SNP, and is a theme I suspect will play out over the referendum campaign too. It’s all about People Power.

According to communication theorists, evidence indicates positive election advertising messages are more information-rich than negative messages, and negative ads result in more counterargument and less message acceptance than positive ones.

Many commentators presumed that election broadcasts in the UK would become more personally attacking in future elections, adopting the Americanised style of campaigning – personal and dirty. It has also been suggested that PPBs will become more leader-centric, focusing on the presidential style of campaigning.

Part of that has borne out in terms of the leader-centric focus for Westminster elections, but thankfully no party in the UK has gone down the route of the attacks we have witnessed in the Republican presidential candidate selections. US senator John McCain stated at the weekend that the 2012 Republican primary race was the “nastiest” he had ever witnessed, much more negative than 2008.

For the SNP, it would be difficult to go down this road anyway, as ultimately their message is one of a positive vision for the future, independence. A party with a cause like the SNP would find it hard to achieve that by getting their hands dirty. And why would you want to? Evidence shows it doesn’t win more votes beyond the core support.

In contrast, I bet your bottom dollar that the anti-independence parties roll their sleeves us and issue a plethora of US-style attack ads in the referendum campaign to try and chip away at the Yes campaign’s positive vision for Scotland.

And Labour may need to re-think its strategy for the local elections in May if it is to maintain its core vote, which the SNP profoundly diminished in 2011.

With the local government elections being decoupled from the Scottish parliamentary elections for the first time since 1995, positive campaigning and adverts will play a key role in motivating turnout.

All that remains to be seen is whether reggae will turn out to be the SNP’s secret weapon.

• Jennifer Dempsie is a communications adviser to the SNP and former special adviser to First Minister Alex Salmond.