At the heart of the ALP’s election campaign advertising is a single, profound and powerful message: “You wouldn’t hit a girl would you?”

Indeed, it almost seems inhumane to use someone as sweet and appealing as Kristina Keneally as the poster girl for the truly horrible carnage that will be visited upon NSW Labor on March 26.
It’s a bit like lashing a fair maiden to a tree and then sitting around and waiting for the dragon.
Of course that was the whole strategy behind putting Keneally in the top job in the first place. She is all but impossible to hate. Just as voters are rolling up their sleeves to give the State Government the belting of a lifetime, Keneally flashes her megawatt smile, flicks her hypnotic hair and suddenly they pause for thought.
Having said that, it’s all too late for that now. Once you’ve had a couple of MPs done for corruption, a minister caught in a gay sauna, another minister surfing web porn and a minister’s husband scoring pingers on the mean streets of the Inner West, even Julia Roberts couldn’t win an election.
But still it seems so cruel. The ALP ads that have been bombarding lounge rooms since the weekend show an immaculately coiffed and groomed Kristina with sad Bambi eyes that seem to say not so much “please vote for me” but “please don’t hurt me”.
The ads are also shot inside a soft-lit lounge room in an effort to place Keneally right in the family home. It also makes her seem even more vulnerable - no desk, no flag, no power suit.
The image is only slightly undermined by the fact it looks like no one lives in the house and the television in the background appears not to be a plasma, meaning it clearly doesn’t belong to anyone who lives west of Ashfield.
But notwithstanding the fact the Premier may or may not have broken into a display home, the picture is one of absolute pathos. Even the tagline “Not a promise, it will be the law” is infused with sad desperation.
It reminds the audience not just that the Government hasn’t kept its promises in the past, but also that there is no way they’re going to be in any shape to pass legislation in the future. It neatly says all in one sentence: “We were crap and now we’re screwed, so just go easy on us would you?”
Because the problem for Labor is that a scorched-earth annihilation of the scale predicted by virtually every pollster, analyst and bookmaker means that even three terms from now Labor could still be trapped in the wilderness.
This isn’t an election about whether Labor can win in 2011. It’s about whether it can win in 2023.
Labor Party chiefs know that voters are gearing up to kick the dog even though it’s down. But maybe if Keneally bats her puppydog eyes, they might just quietly take it off to the vet.
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