The Best and Worst UK Political Ads

THE BEST

Labour Isn’t Working (1979)

This campaign poster for the Conservative Party is considered the best political ad of the century. Made by Saatchi & Saatchi, it helped sweep Margaret Thatcher into power in 1979.

Why It Works: At the time, unemployment was high. The Conservatives wanted to send the message that the Labor Party couldn’t deliver jobs. The headline is a brilliant play on words.

It’s backed by a strong visual: the snaking unemployment line. It sends the message that Labor is a snake. (It’s an optical illusion. Only a few people showed up for the photo shoot).

The small tag “Britain’s better off with the Conservatives” is straightforward. Since this is an attack ad, the headline dominates, as it should.  

THE WORST

Strong, Stable Leadership (2017)

In 2017, Prime Minister Theresa May had a small majority in the House of Commons. Polls were on her side, so she called an election to increase her majority and leverage over Brexit.

May campaigned on “strong and stable leadership.” She repeated the phrase often. It backfired. Her party lost seats, forcing her into a coalition with a minor party. She limped on but resigned in 2019.

Why It Doesn’t Work: May said the phrase too much. Her opponents dubbed her the “Maybot.” Message discipline is usually a good thing, but voters want more than a catchphrase. She also appeared stiff and scripted.

Second, she called a sudden “snap” election which didn’t signal stability. Elections take on a life of their own, and various events threw May off-track.

Labor leader Jeremy Corbyn gained steam with a Bernie Sanders-like following. The nail in the coffin was May’s unpopular elder-care proposal that undermined her “strong and stable” message.