How do you walk into a discourse that is primarily being held between Labour and the Conservatives, with a dash of Reform’s Nigel Farage thrown in?
Leader of the Liberal Democrats, Sir Ed Davey, has succeeded in two ways.
The first by performing a never-ending string of ridiculous antics, such as falling off a paddleboard on Lake Windermere or riding a massive waterslide in Somerset while wearing only his bathing shorts.
However, the second—and arguably more significant—method to connect with voters has been to talk candidly about his upbringing, his time spent tending to his dying mother, and his own struggles as a father raising a disabled son.
One reason for highlighting the world of carers has been the choice to produce a very personal election broadcast that featured Sir Ed at home with his 16-year-old son John and footage of him at his childhood home in Nottingham talking about his mother dying of breast cancer when he was 15.
Additionally, though, there has been an attempt to introduce the electorate to a side of this political leader.
On the leader’s X channel, the short clip has received over 6.4 million views since its publication three weeks ago. You refer to that as cut through.
