Saw an MP tweet a version of this yesterday (much closer to the original ad in style) and it got me thinking about an inbuilt advantage in messaging that comes from how we talk about the two biggest parties.
Labour IS something
Tories ARE something.
Labour is spoken about as a single entity that represents everyone while we always talk about the Conservative party in the plural, as a group of people with different thoughts and opinions.
The Labour ISN’T working message is just so much more powerful psychologically than the Tories AREN’T testing one.