Conservative ads return to personal attacks

The Conservative Party is looking at renewing its personal attacks on Tony Blair with a campaign ridiculing his election promises.

Insiders say new ads, by M&C Saatchi, have been prepared which show an enlarged picture of Blair with the slogan “New Labour, New Haddock”, and “he’d say it if he thought it would get him elected”.

They have been approved by the Party, despite the misgivings of John Major, who fears its advertising image would be further sullied by a series of personal attacks.

The ads may run in press or posters after Easter, just before a return to a new version of the “demon eyes”, which will not use Blair’s face on this occasion. Instead just the eyes will appear. They will increase in size each week as polling day approaches.

The party has been reprimanded by the Advertising Standards Authority for its “sinister and dishonest” depiction of Blair with demon eyes. But senior Tories believe personal attacks, so widely used in US politics, will work well.

While Conservative Central Office refuses to confirm the “Haddock” initiative, a spokesman applauded the idea.

News Analysis, page 22

Latest from Marketing Week


Access Marketing Week’s wealth of insight, analysis and inspiration that will help you develop as a marketer and leader.

Register and receive the best content from the only title 100% dedicated to serving marketers' needs.

We’ll ask you just a few questions about what you do and where you work, so we can make Marketing Week more relevant to you.

Register now


Our award winning editorial team and columnists will ask the biggest questions about the biggest issues on everything from strategy through to execution to help you navigate the fast moving modern marketing landscape.


From the opportunities and challenges of emerging technology to the need for greater effectiveness, from the challenge of measurement to building a marketing team fit for the future, we will be your guide.


Information, inspiration and advice from the marketing world and beyond that will help you develop as a marketer and as a leader.

Dedicated to developing your skills and helping you achieve marketing excellence. Find guidance on leadership, professional development and the latest industry jobs.

Having problems?

Contact us on +44 (0)20 7292 3711 or email

If you are looking for our Jobs site, please click here