by Atul Hatwal
It’s been said that he is the son of Brown and today Ed Miliband made a quintessential Brownite move.
His speech on leadership could have been lifted wholesale from Gordon Brown’s back catalogue. In fact, if it wasn’t quite lifted, it was almost certainly written by some of the same hands that crafted Gordon Brown’s attempt to address his image problem.
Back in 2007, Gordon Brown was struggling against a telegenic Conservative leader. Plus ça change. Brown seemed awkward and uncomfortable in his own skin. The response? “Not flash, just Gordon.” Saatchi & Saatchi designed the poster below and the message was clear: substance over style.
To bolster Gordon’s credentials as a serious but normal kind of guy, his wife was deployed for media opportunities. A Mirror headline trumpeted in 2008 that she was to be Labour’s “secret weapon.”
Fast forward to today and its Ed’s turn to be self-deprecating about his media talents and attack and the emphasis on “photo-opp politics” in contrast to his own sincerity and conviction. And here’s the Huff Post headline for the Justine Thornton interview from 3 days ago, “Could Ed’s wife turn out to be his secret weapon?”
We’ve been here before and we know how this story ends. In fact, its likely to go even less well for Ed than it did for Gordon, for three reasons.
First, Brown was prime minister. Whatever the shortcomings of the politician, the office bestows authority and Gordon Brown’s experience at the top of British politics meant he did have a certain gravitas. The most successful line his team used in this campaign was “no time for a novice.” Not something Ed Miliband can say.
Second, Twitter was not a factor before the last election. It is now. As Ed Miliband delivered his speech, my timeline filled up with his photo-opps, from the 7,000 mile round trip for a photo with president Obama, to this absolute peach from the pasty tax campaign (h/t James Manning),