Have you noticed it, too? We’re being bombarded by political ads, and it’s not pretty.
It’s wall-to-wall negativity — slinging mud, hoping something sticks. One local candidate’s ad hit me 22 times on BVOD. (Yes, I’m keeping score.) Now, even their face on a street sign makes me flinch. Whoever planned that campaign? It’s not persuasion; it’s punishment.
Political ad spending for the 2025 election is expected to hit a record $200 million, topping 2022’s spending. But despite these huge budgets, it’s still the same spray-and-pray approach: blast everyone, everywhere, and hope voters bite.
It’s not a strategy — it’s laziness. It’s treating people like sheep.
And here’s the kicker: Millennials and Gen Z will outnumber Boomers at the ballot box in 2025. These generations want authenticity, relevance, and respect. Bombarding them with negativity isn’t just ineffective — it’s likely to alienate them. What’s fascinating is that younger Australians are tuning out of politics, with millennials (aged 30-40) being the most disengaged. They feel left behind on issues like housing, job security, and the cost of living.
There’s a misconception that to reach younger voters or consumers, you need to dumb things down or make everything funny and silly. But the truth is: these consumers are savvy, they understand the world, and they’re looking for brands and messages that align with their values. They don’t want to be patronised; they want to feel represented.
Yet, political parties continue to neglect these voters, focusing instead on older demographics that have long been their path to victory.
So why don’t they get it? Surely big budgets bring easy wins?
It’s simple:
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Align messaging with the right format and platform (TikTok isn’t TV, folks).
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Tailor by community or context — stop treating everyone the same.
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Think about who you’re talking to and how you talk to them — messages that resonate with the audience.
It’s a brutal reminder of two simple truths:
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No amount of media spend can fix a broken strategy.
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Smart, grown-up planning will always beat mindless bombardment.
In a world drowning in noise, thoughtfulness — not just budget — is the real competitive advantage. Aligning messaging with the right formats and platforms is key. More than ever, experience matters.
Big budgets don’t guarantee results, but smart, experienced planning does. Without expertise, even the biggest budgets miss the mark. That’s where the machine breaks down.
Bring on May 3rd — a brief moment of quiet before the chaos of EOFY sales hits. After the political noise, it will feel like a breath of fresh air… until the retail frenzy begins.
Let’s get ready for the next wave!
