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THE Liberals have spent a couple of weeks getting Kevin Rudd's range. Now they're about to open up on him with an artillery barrage.
A big-budget Coalition ad campaign to be launched tomorrow will include a positive element - Tony Abbott talking about his team and his plan, and stressing strength and stability.
The commercial is made with high production values. It has tested well with focus groups. Abbott looks and sounds good.
But, as a senior Liberal said to me today: "We both know what works in politics, Laurie."
By that, he meant a negative ad that will alternate with the positive one will have a greater impact. And he is almost certainly right. ...
... the calculation behind this ad is that he can't run away from his first term as prime minister. As a voice-over tells viewers that Rudd left a trail of disaster, a list appears on screen.
"Fact: Kevin Rudd was borrowing $100 million every day.
"Fact: Now we have a $254 billion debt.
"Fact: He wasted up to $8 billion dollars on school hall rip-offs.
"Fact: He was the architect of the roof batts disaster.
"Fact: In 2008 he dismantled our border protection polices and now 45,000 boat people have flooded in.
"Fact: He attacked our mining industry with a super profits tax that failed.
"Fact: He did a backflip on the carbon emissions trading scheme and supported the world's biggest carbon tax.
"Fact: With five Budget deficits and the carbon ta,x Kevin Rudd and Labor have driven up the cost of living.
"Fact: Now he's divided the Labor Party again with one-third of cabinet ministers refusing to work with him."
According to a Liberal front-bencher, focus group feedback shows "boats, waste, deficit and debt work best".
Labor will argue about the accuracy of the list of alleged facts but to do so it will have to engage with it. The Liberal advertising launch signals the real start of the Abbott v Rudd battle. ...