Labor, Liberal election campaign ads unpacked and rated best to worst by political branding experts
Political advertising experts have unpacked and rated the major campaign ads from the Labor and Liberal parties. WATCH, HAVE YOUR SAY
Millions of dollars on lies, accusations and deceptions. That’s what the two major parties are banking on to help them persuade voters that their opponent is inept, dangerous, frivolous with taxpayers hard earned cash or cunningly preparing to cut services.
This, at least, is how the experts view much of the political messaging you see on your TVs and social media.
Leading marketing strategist Toby Ralph and political communications expert at La Trobe University Dr Natalie McKenna have weighed in on what works and what leaves Australians rolling their eyes as the May 3 showdown nears.
Here are the major 2025 election ads, unpacked and rated.
Labor: ‘Building Australia’s Future’
Mr Ralph called Labor’s opening gambit, ‘Building Australia’s Future’ a “triumphalist pastiche of claims and bribes” funded by taxpayers.
“While the party faithful will give it a big tick, the punters that matter will ignore or disbelieve it, because it flies in the face of lived experience,” he said.
Toby Ralph: 2/10
Dr McKenna, however, said the positive messaging, clear policy examples, such as cutting HECS debts and Free TAFE, worked for Labor.
But Anthony Albanese himself … well, he had some work to do.
“Anthony Albanese looks like he is performing,” she said.
“His body language is awkward.
“He looks quite uncomfortable at times when speaking.”
Natalie McKenna: 7/10
Liberal: ‘We Can’t Afford Three More Years’
Mr Ralph calls this one a “hackneyed execution using a tiresome combination of stock footage and graphs” to remind voters that the cost of living has gone up significantly.
“It’s blunt, and gets a head nod, but while it positions Labor as overseers of the problem, do voters believe Liberals will do any better?”
Toby Ralph: 6/10
Dr McKenna said the “concise, 30-second spot” underscored the Coalition’s critique of the Albanese government’s economic management, delivering the message “quickly and effectively”.
“By concentrating on economic concerns, the ad taps into a primary voter issue, aiming to sway opinions based on financial considerations,” she said.
However, she said the “one-sided narrative” fails to acknowledge any complexities or counterarguments, lacks emotional appeal, and will have “a limited impact on voters who respond to a more humanised story”.
“It is potentially overusing Negative Framing with its emphasis on the opposing party’s failures without highlighting their own plans,” she added.
“This can lead to voter fatigue and scepticism.”
Natalie McKenna: 7/10
Labor: ‘Labors Cost of Living Measures’
The next ad, ‘Labor’s cost of living measures’ was an improvement, Mr Ralph said.
“It compares and contrasts a range of cost saving initiatives introduced by Labor, but opposed by Dutton, concluding “You’ll be worse off under Dutton,” he said.
“It seeds doubt and credibly attacks the Liberal leader.”
Toby Ralph: 5/10
Dr McKenna labelled the ad “effective and a great visual”, a perfect 15-second clip for both TV and digital platforms.
“It effectively displays visually what Labor considers their achievements and attack Peter Dutton by saying that he opposed,” she said.
“It’s a classic we-are-better-than-them strategy.”
However, Ms McKenna said the ad “assumes viewers are familiar with these policies” by missing key context.
“No emotional hook,” she said.
“An emotional hook is crucial in an election ad because it creates a personal connection with voters, making the message more memorable and persuasive than facts alone.”
Natalie McKenna: 8/10
Liberal: ‘AI Ad’
Mr Ralph said using AI entirely was a strategy that “could, but didn’t, lead to dangerous rebuttals”.
“The spot highlights the $14 a tank petrol bribe that is far more precisely calibrated to appeal to outer marginal seats, than Labor’s broad brush tax bribes,” he said.
“The spot is entertaining and makes a clear point, although it does trivialise what for many is a serious issue.”
Toby Ralph: 7/10
Just the way the Liberal Party has thought to create the futuristic AI, wins the major party points, Dr McKenna believes.
“(It shows a) willingness to embrace new technologies in their campaign strategy,” she said.
“The satirical depiction of fuel prices through fantastical elements like aliens and rockets adds a layer of humour, potentially engaging viewers and making the message more memorable.”
Dr McKenna, however, said the ultra-modern ad might not fly with some demographics.
“The absence of real people or relatable scenarios could make it harder for some viewers to connect emotionally with the ad’s message,” she said.
Natalie McKenna: 6/10
Labor: ‘You Pay, He Cuts’
According to Mr Ralph, this was Labor’s stand out ad of the campaign so far, successfully tying the “expensive Coalition nuclear policy to cost of living cuts that must be made to fund it”.
“The nuclear policy is a major hesitation to voting for the Coalition and could reduce their margin by around 2 per cent,” he said.
“Some Coalition voters like Liberals Against Nuclear may well vote against it, and polls show it’s a handbrake to attracting soft and swinging voters, to whom it’s poison.
“The ad is simple, compelling and specific.”
Toby Raph: 9/10
Dr McKenna, however, said the “attack and contrast” ad felt “one-dimensional” and lacked a human face or story.
“This ad is visually sharp and uses repetition and simplicity to drive home its key message,” she said.
But, Dr McKenna said by relying heavily on a contrast message “without nuance or emotional appeal”, it risks being seen as “generic political messaging.”
Dr McKenna said the absence of a “human face or story” could also limit the emotional impact.
“Labor positions Peter Dutton not as an alternative leader, but as a roadblock to progress.
It’s an attempt to define him before he defines himself — an aggressive but common strategy in modern campaigns,” she said.
“The Risk? If overused, voters may tune out or view it as negative campaigning rather than constructive debate.
Natalie McKenna: 8/10
Liberal: ‘Let’s get Australia Back on Track’
Mr Ralph doubted the “compare and contrast” commercial would be a winner with voters.
“The set up outlines the cost-of-living catastrophe that is at the heart of this election, and casts Anthony Albanese as responsible,” he said.
“The music changes to an upbeat track and there’s Peter Dutton, smiling, summarising policies and weirdly high fiving a little girl.
“It’s pedestrian, clichéd and forgettable.”
Toby Ralph: 4/10
Dr McKenna said the messaging was clear and focuses on a number of important issues
including fuel prices, the ad taps into a significant concern for many voters, aligning
with the party’s policy promises to cut fuel excise.
She, however, said absence of real people or relatable scenarios could make it harder for some viewers to connect emotionally with the ads message.
Natalie McKenna: 7/10
Labor: ‘Our Economy Will Be Worse Under Peter Dutton’
Graphs are a “fast track to disinterest”, Mr Ralph said.
“And they litter this piece.”
Mr Ralph said the message “Our economy will be worse under Peter Dutton”, while good, is “less persuasive”.
“The proposition of a better managed economy under Labor appears reasonable but is a hard sell,” he adds.
Mr Ralph says whether it’s true or not, the Labor brand conveys “caring and wealth redistribution to those with less”, while Liberals “own economic management and priming the business pump”.
“Making a counterintuitive claim is tough,” he says.
Toby Ralph: 6/10
Dr McKenna, however, said backing their claim with Australian Bureau of Statistics and media reports uses “third-party validation to boost credibility”.
But she added that the static slideshow format is unlikely to catch voters attention on social media feeds and fails to offer alternative policies.
“While the ad’s central claim is bold, it risks sounding like a slogan without offering specific
policies,” she said.
“It leans on past achievements but lacks clear plans for the future.”
Natalie McKenna: 7/10
Liberal: ‘Albonomics’
Mr Ralph said Albonomics was the best of the bunch for the Liberals.
“It uses clean graphics, photos of Anthony Albanese, the music from Carmen and simple price increase facts to tie him to unaffordable cost of living increases,” he said.
“The great thing about this commercial is it is fun. Humour can get attention from disinterested swinging voters, and sugar coat a tough message. Very good.”
Toby Ralph: 8/10
Dr McKenna was also a fan of the ad, saying the message was clear, a “great simple visual
and very easy to read with entertaining background music making it almost satirical”.
“The slide show format may come across as static or uninspiring, potentially failing to capture
and retain viewers attention,” she said.
“Critics may argue that the advertised savings may be overstated and lacks detail.”
Natalie McKenna: 9/10
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Originally published as Labor, Liberal election campaign ads unpacked and rated best to worst by political branding experts
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