General Election 2015: It's not too late to liven up this dull campaign

There’s still time for a major play that could make the difference, and inspire us to care

So far, from an advertising and PR perspective, the 2015 general election has been really quite dull. Generally by now there has been a major turning point in a campaign: an outstanding poster; a stunt that backfires; a major broadcasting gaffe by a leader; a minister punching a member of the public. But where are such moments in this campaign?

It could be because the polling is so tight. More likely the polling is so tight because of the lack of inspired campaigning. The Conservative Party has opted for safe messages about not letting the other lot muck up the economy, or lacklustre attack ads to foster fear of Miliband and Sturgeon. Meanwhile Labour has stuck to the predictable ground of fair taxes and the NHS, with more attack and negativity than creativity and optimism.

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No party has seized the proven political campaign themes of hope and change. Think of the great recent electoral campaigns: New Labour in 1997 with its emphasis on positive change and modernisation (“Things can only get better”) or Obama for America in 2008 (“Change we can believe in”; “Yes we can”). Amazingly, the closest to these slogans comes from Ukip’s ads, which say: “Believe in Britain”, despite scaremongering – if impactful – artwork showing escalators on the white cliffs of Dover.

The PR machines have been focused and disciplined rather than game-changing. Murdoch’s papers trot out anti-Labour rhetoric, the Mirror Group remains gung-ho for Labour, but there have been few surprises on a par with The Sun switching to Thatcher in 1979, or back to Labour in 1997. The highlight so far was the leaders’ debate, at the beginning of April.

Should we blame the strategists or the leaders? The truth is probably both. But there’s still time for a major play that could make the difference, and even inspire us to care.