A fresh approach? Labour's launch campaign borrows a few tricks from across the ditch

  • Advertising
  • July 18, 2017
  • StopPress Team
A fresh approach? Labour's launch campaign borrows a few tricks from across the ditch

New Zealand’s Labour Party has released a new campaign, the first in its partnership with Moss Group, in the lead up to the election, which trumpets its commitment to ‘A Fresh Approach’ through leader Andrew Little speaking to the camera.

The near 60-second long video kicks off with Little answering the nations' burning question, ‘Why do you want to be prime minister?’, to which he calls on his experiences as a father and cancer patient.

He then goes on to highlight a series of issues facing the country, including traffic, polluted waterways and housing affordability, before finishing on the point that “it’s time for a fresh approach for New Zealand".

It’s an upbeat effort from the Labour Party, with a focus on improvement, however, it draws a striking resemblance to a video shared earlier this year by Australia's WA Labor Party in the lead up to the Western Australian state election.

The video starts with leader Mark McGowan responding to the question of why he wants to be premier, by explaining he wants a better future for younger generations. He then goes on to point out the areas in Australia’s economy and infrastructure that he’d like to see improved and the ending on the point: “WA needs a fresh approach, WA needs a McGowan government.”

Also thought to be made by Moss Group, which is responsible for a number of Labor Party campaigns, the video saw success for Labor as McGowan received a majority of the votes to become premier. No doubt Labour is hoping the video structure will have the same effect here.

A Twitter user also pointed out the not so fresh approach to Labour's campaign on the social media site.

While Moss Group is Australian based, it was reported by NBR that creative director Darren Moss has set up a studio in Wellington to work on the local party's campaign.

This is a community discussion forum. Comment is free but please respect our rules:

  1. Don’t be abusive or use sweary type words
  2. Don’t break the law: libel, slander and defamatory comments are forbidden
  3. Don’t resort to name-calling, mean-spiritedness, or slagging off
  4. Don’t pretend to be someone else.

If we find you doing these things, your comments will be edited without recourse and you may be asked to go away and reconsider your actions.
We respect the right to free speech and anonymous comments. Don’t abuse the privilege.

MKTG announces Kimberly Kastelan as general manager

  • Advertising
  • February 15, 2019
  • StopPress Team
MKTG announces Kimberly Kastelan as general manager
Fleur Skinner, Kimberly Kastelan

Kimberly Kastelan is the new general manager MKTG in New Zealand, a promotion from her previous role as the agency's group account director. The appointment follows Fleur Skinner’s resignation.

Read more
Next page
Results for

StopPress provides essential industry news and intelligence, updated daily. And the digital newsletter delivers the latest news to your inbox twice a week — for free!

©2009–2019 ICG Media. All rights reserved.
Use of this site constitutes acceptance of our Privacy policy.


Contact Vernene Medcalf at +64 21 628 200 to advertise in StopPress.

View Media Kit