How would your agency market Julia Gillard?
Fishman's advert plays on the expression, 'The best man for the job is a woman', hopefully creating appeal to the female market on that level.
"At the same time, for people who might not feel comfortable with a female in the top job, the line 'The best man for the job...' we feel works to convince them that regardless of gender, Julia Gillard is the best person to fill the position," he says. "Whichever way someone might take it, the headline works well to attract the attention and talkability any campaign desires."
Julia10 is the idea put forward by Ben Coulson, ECD at George Patterson Australia (pictured left). He told The Age that Gillard's the most exciting personality in politics since Bob Hawke.
"He was replaced by the slickest Italian-suit-wearing politician we've ever known, who got replaced by an uber-nerd, and he got knocked off by an uber-nerd who speaks Mandarin. So it's been a very long time since we've felt any kind of affinity to a person who is, as well, a politician."