Experts explain how Anthony Albanese’s makeover impacted his campaign

As Australia prepared to head to the polls earlier this year, one thing got the country talking – and it looks like it has paid off for Albo.

As Australia prepared to head to the polls earlier this year, one thing got the country talking – Anthony Albanese’s dramatic makeover.

Not only had the Labor leader shed a staggering 18kg since 2021, he had also picked up a sleek new wardrobe, ditching the ill-fitting dark suits for trendier tailored threads and glasses.

Albo showed off his new look – as well as his relationship with partner Jodie Haydon – in “soft” media appearances.

His glossy Women’s Weekly feature and 60 Minutes interview captured the attention of a somewhat politically disillusioned public in the early days of the campaign.

But has it worked – and will the 59-year-old’s new image win him votes, now that it’s almost crunch time?

‘Passed the test’

Deakin University political expert and analyst Dr Geoffrey Robinson told news.com.au Albo’s image – and new look – had ultimately been a success.

“In the end, after a slightly shaky start, it went well and Anthony Albanese seems to have passed the test of being seen as a credible alternative Prime Minister to Scott Morrison,” he said.

“We’ve seen a strategy at the state level before where a government that looks pretty tired and stale is still able to win by knocking over the Opposition, by showing they are not credible and convincing voters to stick to the devil you know.

Albo showed off his new look in The Australian Women’s Weekly. Picture: Alana Landsberry/Are Media via NCA NewsWire

He also opened up about his partner of two years Jodie Haydon. Picture: Alana Landsberry/Are Media via NCA NewsWire

“But I think people do see Albanese as a viable alternative and they seem to be over Morrison.”

Dr Robinson said heading into the campaign, the party would have wanted to both “humanise” Mr Albanese and to present him as the opposite of an “insider politician”, as Bill Shorten had been, although he questioned how successful that strategy had been.

“Bill Shorten was always weighed down by the image of being a wheeler and dealer, whereas Albanese seemed to be more of a generic Labor Party leader,” Dr Robinson said.

“They tried to build a cult of personality around him (such as during his Bluesfest appearance) which was a bit silly – the idea of the cool 90s guy who likes The Pixies plays well with a section of the core Labor demographic but not that well with swinging voters, I suspect.”

Albo’s makeover

But when it comes to Mr Albanese’s new look specifically, Dr Robinson said it was a smart move.

“They were going with a more polished look with him, and were mostly avoiding the temptation of competing with Morrison for the daggy dad approach, which has obviously worn pretty thin for Morrison, so they were well advised to steer clear of that,” he said.

“They’ve not been trying to present Albanese as a policy genius, like Rudd persuaded everyone he was, and with Albanese what you see is mostly what you get.

Mr Albanese said a frightening 2021 car accident inspired him to take charge of his health.

“They’ve gone for the down-to-earth Labor vibe of someone who is a straight shooter, caring and responsive.”

Dr Robinson said Albo’s “polished and professional” makeover was paying off.

“It was a good idea to present him that way because we all get older, and the days of ‘hot Albo’ are long gone, so it was good to recognise that and refocus him as a middle-aged guy looking after his fitness,” he said.

Public relations expert Nicole Reaney agreed that Mr Albanese’s look likely helped him on the campaign trail.

“Anthony’s refreshed image portrayed a more corporate persona – opening up his potential pool of voters,” she explained.

Albo swapped the ill-fitting dark suits for tailored threads. Picture: Sam Mooy/Getty Images

“There was a risk it could alienate his established following if he steered to far away from his ‘from the burbs’ background.

“The move was successful, he has demonstrated he remains true to his core while positioning himself as a serious contender to his counterpart.”

Ms Reaney noted that “early polls are indicating a Labor win – evidence he has been successful in building new and existing community relationships”.

“Australia’s ethos connects to a ‘down to earth’ personality, however a corporate presentation suggests he too ‘belongs in the boardroom’,” she said.

Albo’s ‘odd campaign’

Meanwhile, Dr Robinson said the party’s initial “small target” approach had worked, but noted the campaign had grown into a bigger target recently following Mr Albanese’s pledge to support a 5.1 per cent pay rise for Aussies earning the minimum wage.

“They are playing into areas of Labor strength with cost of living – they know people are anxious and it does work against the economic credentials of the government, whose credibility in the area has been undercut by the interest rate hike and cost of living crisis,” he said.

”Hot Albo” has been replaced …

… with a more polished look. Picture: Supplied

“Labor underestimated the novelty of (Scott Morrison’s) appeal last time, but now there are a range of concerns about the government’s performance with the pandemic and anxiety over the economy, interest rates and cost of living, and the government has been reluctant to admit that’s biting with voters.”

Dr Robinson said while Mr Morrison was better at sticking to his key messages during the campaign and debates, it didn’t seem to matter to voters who were growing increasingly frustrated with his government.

“Morrison is good at coming back to his message and hammering it, but that doesn’t seem to have worked this time,” he said.

“It has been an odd campaign. I said at the start Labor was stumbling but after an unfortunate first quarter, after that if anything the Labor vote picked up a bit over the course of the campaign.”