Published in the National Business Review of 28 March 2008
Political advertising guru John Ansell describes himself as a distiller - "that's why I took a bottle of bourbon into my job interview with the National Party."
He may not be changing his drink preference but in this year's election campaign he is working for ACT.
I distill ideas, people, and policies into morsels that ordinary people can digest."
New Zealand's slide down the OECD league table of comparative living standards, "we have fallen another place to 22nd this year" - is distilled into the slogan 'bring your children back home".
The slogan promises a benefit. It's emotional as well as rational which helps ACT connect with women, a constituency it has previously neglected.
"The return of the 400 000 Kiwis in Australia will be possible when we have reversed the slide in our living standards and gone past Australia again," he says.
ACT is about guts, he believes. 'The guts to do the right thing' is one version of a campaign slogan he is playing with.
It's a basic word in a simple phrase and is consistent with John Ansell's commitment to simple English and simplified policy contrasts. "Men like it, women like it, but ladies don't."
Iwi/Kiwi, and excuses/exams dramatised the policy choices on billboards in the 2005 election.