I’m genuinely surprised to see the Tories’ new Facebook-targeted viral video. It’s David Cameron, sitting in a drab – in the Commons, judging by the furniture? he says ‘Whitehall’ – office. Then it’s Jimmy Cliff. Then it’s flashy animations with a string of familiar electoral promises, some more substantial and quantifiable than others. Although having just watched it, I can’t actually remember any of them.
As Sky’s Jonathan Levy notes, Obama it ain’t. Nor is it Webcameron (although I note there’s a ‘DVD extra’-esque background clip on Webcameron). It feels more like an old-style Party Political Broadcast… one of those ones which tries too hard.
Two key words jump out at you. ‘Change’ – I make it 11 uses of the word (or a close derivation thereof) in 90 seconds, plus a couple of ‘different’s. Remind you of anyone? Then, in the final second – ‘donate’. This new entry-level ‘Friend Of’ membership is clearly the new Big Idea:
Donate as much or as little as you like and help us campaign for the change people really want. You’ll receive a weekly newsletter, information about getting involved in the local community, and access to our new Affinity Programme.
The use of the word ‘friend’, with a ‘Facebook exclusive’ (!) launch for the video, is not accidental. But it’s still an invitation to align yourself with a specific political party: a form to fill in on their website, an explicit – and crucially, un-retractable – declaration of Party Political support. Simple Facebook friendship, on the other hand, would leave me in control; would keep my details as confidential as I want them to be; and would still offer the same ‘engagement’ opportunity.
The Tories have done so much right in the new media space lately, making this all the more curious. I’ll be watching with interest. But no matter how much Cameron’s approach appeals to me – and I’ll admit, I like a lot of it – I won’t be signing up as a formal ‘friend’. And I suspect, as a politically-literate father in his mid-30s running his own business, I’m precisely the sort of person this is aimed at.