Changing colours
I've a confession. I like . He makes me smile - but will caricaturing the Opposition leader as a reptile work for Labour?
It already has. Party Election Broadcasts are a national excuse to go for a pee, switch on the kettle or to get another beer out of the fridge. Our changeable friend has already got masses of what American political consultants call "free media" - in other words, ads you don't pay for.
Ah but, you say, the public hate negative advertising. To which I say - nonsense, poppycock and balderdash. People say they don't like negative advertising and they may even mean it but, boy, they remember it when it's good.
Yes but, you persist, Labour are merely helping to remind people that David Cameron rides a bike, that he claims to be green and surely if being a chameleon were a problem then Tony Blair would never have won 3 elections. He proved that the public (or enough of them, anyway) do not belief it's inconsistent to say you care about poverty but are tough on crime or, even, Iraq. Fair point but not, I believe, a clincher.
Too often people assume that an ad has to persuade people to switch their support if it is "to work". It doesn't. It needs to cheer up your activists and persuade them to go out in the rain to get others to go out in the rain to vote. I supect that's why "Dave the chameleon" was seen in last night's broadcast wearing a straw boater sipping champagne whilst being driven around in a stretch limo. That's why he was pictured with John Major & Norman Lamont. That's why they used a Cameron quote about him being "Conservative to the core". Labour was reminding its own that Cameron is one of "the same old Tories".
Only one person will ultimately decide whether this ad works though. It's the real "Dave". If, when he starts to commit himself to any policies, they appear to contradict his claims to be green, to being driven by the need to help the disadvantaged or to support working Mums then the chameleon charge will stick. If not, "Dave" will go the way of the Tories "New Labour New Danger" poster. Into the bin.
Remember though that the real Dave's in a much trickier position than Tony was when he became party leader. A lot of the policy heavy lifting had already been done by Neil Kinnock. The Tories have barely yet begun.
I'm 
Comments
Welcome back! I agree that it was a good sketch - but how does this sort of thing go down with the voters? I'm not sure that it will have any more effect than the demon eyes poster did when used against Blair.
I also hope its a one-off - if we are to be bombarded with every example of politicians saying one thing whilst doing/being another, there will be no time left for normal programmes. hey Ho!
I like it too Nick! As will Conservative HQ. It chimes with their vote Blue, go Green message. It reinforces the fact that the Conservative Party are capable of change. It has him sitting on a bike and it looks all funky and modern. What’s not to like. Frankly I think a leopard attempting to change his spots would have been a rather more stinging image ... but I guess that's why I'm not one of Labour’s millionaire ad-man.
All very clever ( and mildly amusing to some ) but what did it tell us about Labours policies for the LOCAL elections ? Exactly 0
I watched the election broadcast in subject last night, and as a tory supporter I gathered that it would pursude the undecided voter to not vote tory, but it had no reasons for us to vote labour!
I agree with Nick here, some very good points especially the fact the ad is aimed in many ways at Labour’s own supporters in terms of reminding them Cameron does seem change appearances a great deal. Remember when running for the Leadership he said he was the ‘heir to Blair’ to a group of newspaper editors and then claimed he was a ‘liberal Conservative’ etc. I think the ad is fun and I think some Tories have rather over-reacted to it i.e. Nick Herbert on today’s Daily Politics. Also was it not rather negative when Cameron throws his insults at the Chancellor at the recent Budget debate? The phrase people in glasshouses comes to mind.
Hello Nick,
I would be interested to hear your thoughts on the Radio 4 programme above(end of ideology). I think that until we come to some kind of direction on this issue we will be stuck with clever people like you picking hidden holes in the stories of other clever people. Competing management doesnt sound much like of a democracy to me, can we expect elections turnouts to ever rise again, without dare I say it more wars. It seems to me that the natural desire of politicians, namely power, is suffocating the process itself and we are heading for a truely interesting change of course.
Initially, this campaign seems like another example of the now well oiled Labour PR machine doing the drills with its usual Formula 1 efficiency. Since looking at the website in question, I havn't been able to rid my mind of troubling visions of the shadowy media gurus who reside in 10 Downing Street (you know they do!), arguing about whether brainwashing 8 year old children (future voters after all...) via the medium of picture messages and ringtones (the "Dave the Chameleon" campaign is at the cutting edge of technology in terms of its intended invasion of our privacy) is perhaps going a step too far.
More importantly, one cannot fail but be troubled by quite how aggressive, vicious and even childish this campaign is. This is Labour attacking its rival for doing what labour has done for the last 10 years. This is labour at its most vindicative and, one must therefore assume, its most threatened.
This campaign could in fact be seen as a summary of the last ten years in british politics. All successful politicians during this time have been (to some extent at least) cameleon-like in their behaviour. Many say that this is the way that society in general is going. However, everytime a cameleon of the non labour variety has found a nice branch from which to perch and win votes, he has found himself being bitten by the labour cameleon who had long ago settled on that branch, blended in with it, and was now being trod on by a younger, more ambitious and far more attractive cameleon...
It is arguable that the "New Labour New Danger" poster campaign was a failure largely because the electorate was sick to death with the Conservative Government and was prepared to give New Labour a chance because they "couldn't be worse than the Tories". Therefore, at the very least the public ignored the message. At worst, the negative message irritated them.
A point might have been reached now where the electorate is not influenced in the manner that New Labour intends.
Another point is that David Cameron is no John Kerry. It is often forgotten that on certain issues, Mr Kerry professed diametrical views almost simultaneously, which is entirely different from changing a position or policy because circumstances dictate that a change in course is necessary.
Hmm ... the website seems to be arguing that Cameron is a flip-flopper AND that he is a hard-core Conservative ideologue. Some confusion of message there, surely? An instance of Blair and Brown not being able to agree on strategy, perhaps?
I think your analysis is sound Nick but I disagree with your conclusion.
Labour claim he's a flip flopper but also has no policies, he's different but he's a tory inside.
Provided the tories produce all the Dave the Chameleon merchandise they can then there's little mileage in this.
This is especially the case as Blair has famously thrown old policies out and provided different messages for different audiences. After nearly 10 years in office this just makes Labour look nasty and devoid of ideas
What is interesting is that the "well oiled" New Labour PR machine has obviously still hasn't agreed on a strategy to deal with Cameron. I think the arguments are still raging at the top of fortress Labour
Drat I missed it! Do you think they will repeat it? It seem that this add was more amusing than the usual party Political fare.
Nick, I think David Cameron is going to need to 'evolve' his notion of greenness:
When the IPCC's summary pronouncements (rather than their scientific reports) are shown up for being not scientifically-based but written by government flunkies kowtowing to a politically-motivated construct devised in the mid-1980s (Panorama / Whistleblower anyone?) — never mind the "Hockey Stick graph" inaccuracies and computer model misuse — he's going to need some fancy footwork.
The idea that tinkering with CO2 at the margins is going to sort global mean temperatures is utter tosh.
Cameron should start to believe that NOW and work with his 'environment team' on that basis — Nigel Lawson could join in for an added dose of rigour!
Then "chameleon Dave" might have a chance of fading gracefully from the political mindscape and Tory environmental policy can concentrate on what really does damage (listening to the full range of scientific opinion wouldn't hurt) and seek to innovate ourselves away from that over the medium term.
There's also a strong case for helping the most vulnerable "adapt to whatever nature throws at us next" as many scientists have recently suggested to the Canadian government.
Cheers,
Andrew
Dave wanted to charge people for their hospital bed in return for a leg up the waiting list.
Today Dave'the chamelion'Cameron is Mr. NHS.
A bike, a crash hat and a solar panel is all that is needed to hypnotize a gullible public out of their vote.
A tory is a tory no matter what the colour of their skin.
They will be out of their tee shirts, sunglasses and back into designer suits quicker than you can say Neil Hamilton or Geoffrey archer.
Gary
I strongly resent the suggestion that my taxes should be used to fund campaigns such as this nonsense, or the infamous "New Danger".
Don't worry Ian, its not your taxes being spent, its all the proceeds from the peerage sale.
If anything, this makes the tories look better.
I would much rather have a politician adapting policy to the ever changing world attempting to reach a wider audience, than one that reaches none.
Why should a party stick with one policy if it doesnt help anyone ?
Does negative campaigning work? I wish it didn't, I'm sure it never used to, but I think now maybe it might. It works when bad things about politicians resonate better with the public than good things...so they really only have themselves to blame.
clap clap clap. For once an unbiased analysis of current affairs - your actually doing your job rather than being a media darling for the tory party - wonders never cease.
After a brief nap in my university's common room yesterday I awkoke to find a large group waiting for the football and flicking through the channels. When the report on "Dave the Chameleon" came on it soon had what looked to me very stereotypical voters in fits; juvinile it may be but effective nonetheless and its something of a change to see New Labour on the offensive in media terms these days.
Perhaps this ad may have some impact on David Cameron's political strategy - up against the 'conviction politics' of Blair and Brown who seem increasingly unapologetic towards their own party, he may be forced to lay his cards on the table and form, well you know, an actual substantive policy agenda rather than skirt around the centre-ground espousing thematic portents. This would of course be through the weight of public expecation, which buttresses democratic countries, despite the media's best efforts to molly-cuddle him in the last few months.
At least we can hold out some hope of originality here - the "flip-flopping" jibe against John Kerry was taken stright out of a Simpsons episode!
At least it is showing humour still has a place in politics. Makes a change from some recent negative campaigning in both our last General Election (from both major parties) and in particular the last US Presidential Election.
But these are council elections, which are generally less national orientated, and more a reflection on the performance at a local level by the Liberals, Tories, Labour...
When it comes to the next General Election we will see if the mud really sticks.
"And because he wanted so desperately to be popular Anthony told everyone to call him Tony to show he was one of the people."
New Labour have presided over a government that has damaged the country's belief in political leaders and also has lead to a culture of spin developing within the electorate as well as politicians. Time to vote out the charlatans. Time to vote Conservative.
I would argue this advert is a serious strategic mistake. Associating David Cameron with a lovable lizard of whatever hue helps the Tories much more than it does Labour. The greatest problem faced by the Conservative Party over the past quarter century has been that they are perceived as the 'nasty party'. If you characterise their leader as something out of a children's cartoon, that image will slip. Since it apparently reduces the Tory vote share by several points, this is a very short-sighted message to be selling.
The message seems to be that "a Tory is always a Tory".
The problem with this campaign is that a "Blairite" is also a Tory, especially after Mr. Mandelson's famous line: "We are all Thatcherite now"...
Politics aside, top marks for putting a cycle helmet on Dave the Chameleon! There are far too many people without one cycling around. Maybe we can coopt him for a public safety campaign?
Dave the Chameleon is precocious. Let him spite us.
I really liked the ad - unusually witty and slick for an election broadcast. I reckon it did a pretty good job of highlighting Cameron's lack of policies and attempts to please every man and his dog irrespective of what he really stands for. However, I can't see the campaign gaining much support for Labour, even if it does discourage people from voting for the Tories, since most people perceive Blair as being (almost) as "flip-flopping" as Cameron!
(P.S. For those who missed the ad, you can see it at Labour's 'Dave the Chameleon' website.)
I thought the labour sketch was very childish and a waste of money. Instead of talking about their policies they resort to a campaign smearing the opposition. These immature schoolyard tactics discourage me from voting labour again.
In comparision, the conservatives broadcast was more mature and informative.
Nick makes a good point - that this advert is to cheer up Labour voters, reminding them who the enemy is and get them competitive about elections again.
However, the advert is so well done, I wonder whether it makes the little chameleon more attractive - because the visuals are so neat.
One man's flip-flopper is another man's adaptable compromiser, capable of saying the right thing to the right person. Blair excelled at adapting his message to different newspapers going into the 1997 election. I wouldn't be surprised to see the Tories turn Dave The Chameleon to their own advantage.
Yes, I think there's not much point in criticising this ad for inconsistencies in its implied logic -- because the kind of people who are noticing such inconsistencies are not the target audience of the campaign. The idea seems to be to attempt to fling mud of as many colours as possible (o ho...) at Dave &c, in the hope that at least *some* of it will stick. The campaign is not presenting a logical anti-Tory argument, but attempting to create negative associations. PR gurus may (justifiably) reason that the audience of cynical PP broadcast viewers disecting every argument (and then posting verbose messages on the ´óÏó´«Ã½ website...) are something of a lost cause, propaganda-wise, in any case, non?
Ian,
Don't worry, your taxes aren't being used to fund the chamaeleon.
Though, if you've applied for a Lordship recently through "the usual channels", you might have cause for indignation....
Meanwhile, yes, it's cool. Of course, the chamaeleon is mainly to please and energise the party faithful. Heck, they need it !
Now, if it were available as a ringtone (remember that Frog....ouch) I reckon it could make a bit of headway amoung the yoof.
You heard it here first !
Downloadable chamaeleon ringtones.
Maurice, move over.
kim
Being variously attributed to Atlee, Churchill and Dennis Healey - when it comes to smear campaigns the phrase,"like being savaged by a dead sheep" comes to mind. He looks quite cute to me.
By the way, I have not seen this Chameleon in close-up. Does his anatomy display the same attention to detail as that of the "Crazy Frog"?
For Frank Colarusso, and anyone else who hasn't seen it, go to
Ok, so labour are accussing Dave the Chameleon on being a flip-flopper.
Obviously Tony has never been guilty of such a thing, I mean he was entirely truthful from the beginning that we invaded Iraq to [Find Saddams' weapons of Mass Destruction/Fight the war on terror/Liberate Iraq (Please Delete as Applicable)]
I think Dave the chameleon is cute and I like the Boy George song as well. It all reminds me of the cute Grouse whisky advertisements, so I forget what this Dave advertisement was selling...
Chameleons change to their environment, so if the Conservatives are showing the world that they're changing it seems like a bit of a plus for them. Have Labour copywrited the image? If I were Cameron I'd love to have cuddly blue chameleons to give away at conferences and trendy adverts to promote how funky and modern the party now considers itself to be... Seems like a wonderful way for them to rebrand!
If David Cameron is a chameleon, just what does that make Fettes educated Tony Blair? Seems to be a real and genuine case of the pot calling the kettle black to me.
I don't suppose Labour's dreadful party political broadcast will have any more impact than the Conservative's much better one. What really mystifies me is why anybody apart from the most blinkered die hards would bother voting Labour at all these days.
The ad's clever, sure, and avoiding the issues by being funny is a welcome change from avoiding the important matters by focusing on trivial nonsense. Will it persuade me to vote Labour (or not to vote Conservative, if that's the intent)? Doubtful.
Still, there's always scope for a reply with these things, and this is a decent one from a long-time Blair-knocker:
Great cartoon and should be one of a series. Just think, there could be:
'Toady' Blair,
Brown 'Snake',
Booth, the Dragon,
and don't forget Ken, the Red Newt!
Come on chaps, this is the Blogosphere, not a Mainstream Media letters page - you are allowed to illustrate your comments with a few URL links !
How come none of you have mentioned the 3Mb Flash animation based on this Labour party political broadcast
courtesy of Tim Ireland at ?
It is hard to believe that this animation has not been watched in every newsroom and political party HQ in the country by now.
The obvious point is that all of the antics of the cute chameleon (except for the bike)) could just as well have been applied to Antony ("call me Tony") Blair as well as to David ("call me Dave") Cameron.
Will the party spin doctors now resort to re-cycling the ?
A ppb should be a showcase for what your party stands for. Labour instead chose to belittle the opposition. Reading between the lines, this tells me that labour have nothing new to offer.
I'm sure Nick is right about the ploy only working if it chimews in with something voters recognise as true. And for this reason, I wonder why 'Dave's role as author of the 2005 manifesto has not been emphasised rather more. During that campaign the Tories banged on quite a bit about immigration and stuff from which they have magically reneged under their new management.
I didn't see the ad but I don't quite see what the problem is with Cameron changing his position. I am a Conservative supporter and former member and the reason I have not been active in the party in the last few years is because it failed to change. Now Cameron is doing exactly what us younger members wanted to happen 10 years ago - he is re-thinking the party's philosophy for the modern age. Precisely what Labour had to do in the '90s. It's called evolution.
Which would people prefer? A politician who forms his views at the age of 18 and never wavers, or a mature adult who is capable of changing his mind and reassessing his priorities? Aren't we being hypocritical if we moan that the parties don't offer what we want but grow impatient if they attempt to take some time to re-think policies then criticise them for any apparent 'flip-flop'?
It is in fact an entertaining ad. People need that kind of negativity in such a fun way. Wouldn't it be boring enough if you see Blair or Brown doing the talking on the ad about local election pledges?
The bad thing about keep changing position is that you can not hold their promises. It brings uncertainty and distrust. The Cameron flip-flopping I don't think is a good one. Changing a party does not necesarrily means like a winter sale. It's cheap!
Further to the cartoon images:
Gordy the LEECH!!
A very original campaign broadcast - full points to the Labour Party again. I wonder how long it'll take for 'Dave the Chameleon' to fall off his bike like his predecessors?
I imagine you want to avoid being identified personally with anything which might turn up as the monster in the new series of "Doctor Who".
We now know what kind of car Mr Cameron's bike goes in the back of, eh?
Now I like the look of The Strida - it folds cleverly and quickly and it was in an Open University programme years and years ago. But it's awfully expensive, not necessarily very comfortable, and it doesn't seem to have gears. I think it would do for trips up to a mile or so. I've looked on eBay...
While the health secretary is getting it in the neck about the 25% pay rises for doctors compared to the rise offered to nurses please pause to consider how very well off are the consultants who still keep NHS patients waiting for many weeks. In our area one consultant who could not see a patient on the NHS for 24 weeks managed to see the same person within 10 days when she offered to "go private". So the same guy who gets a very good income from NHS coins in lots more cash from private work. If he is physically able to run both NHS and private work then he should be obliged to do more hours on NHS patient cases!
I really want a blue chameleon cuddly toy. I hope someone makes them. A Tory with the ability to change when required, it's a great message.
The second edition has just come out (yes, they're using up 2 out of the their 3 local election broadcasts on the CGI lizard)! It's quite similar, though far more specifically negative.
Still wouldn't make me go anywhere near Labour. Made me like Dave, the real one, even more though I must admit. He must be really rattling them to go to such trouble.
re the Chameleon, would that be David or Tony?
If guilty of the error during the time the event occurred.. ok resign.
If not.. get of their backs and be realistic. Too many newspapers and media are nothing but sensation seeking or Creating simply to boost their income. In doing so they do the public at large AND their buyers and readers a heinious disservice.
Individual reporters and sensationalists need to re-examine their pathetic lives and perhaps get a worthwhile productive job.
Roland
Re: Resigning
If guilty of the error during the time the event occurred.. ok resign.
If not.. get of their backs and be realistic. Too many newspapers and media are nothing but sensation seeking or Creating simply to boost their income. In doing so they do the public at large AND their buyers and readers a heinious disservice.
Individual reporters and sensationalists need to re-examine their pathetic lives and perhaps get a worthwhile productive job.
Roland
I should think the Ad actually appeals to the younger toddler generation as a cartoon with no significance to politics at all..
while wasting money on cartoons running David Cameron down, should they really be putting over their promises to the public.
Empty advertising is a way of describing this issue, the fun in the Dave the Chameleon I admit,is the catchy tune and graphics..
something we are all familiar with, viewing this government perform!...
I think Dave Cameron would somehow have more intouch methods of securing a changing britain regarding reforms as he has spoken of more positive actions that affect society today.....
( I am totally neutral on polictics so my views are not in support of any group, just observation of what has been said they intend on doing for the people of britain)