Britain’s Guardian newspaper has taken on the task of defending (while mocking at the same time) UK Prime Minister, Gordon Brown, against an onslaught of slick and cutting opposition-funded Saachi & Saachi advertising.

The Guardian, a traditional Labour leaning broadsheet, is using Brown’s unemotional public persona by portraying him as a gangster-like hard man – and pitching him against public schoolboy and perceived softy – David Cameron.

It is lowest denomination politics at its worst, and back-to-basics campaigning in its most literal manifestation, with an almost school yard feel to the promotion (it’s only meant to be tongue-in -cheek mind you before anyone takes this too serious).

With the gloves now officially off and ‘smackdown’ set for May 6th , the Guardian is hoping the Brit’s love of hard man characters might boost ‘Gordo’s’ weak performance in the polls for most of this year and prior years.

The Conservatives believe Brown’s weakness is their opportunity to strike rather than hoping to win by playing on Conservative versus Labour ideologies.

David Cameron’s Opposition is drawing the nation’s attention away from the historical divides, wherein many Labour voters would never vote for the Tories.

Some may see it as playing the man and not the ball, but politics is a brutal game and anything goes.

By making it a popularity contest, something which the shallow aspects of British media are famous for, will mean there’s a good chance the Tories will succeed in grabbing power.

The question is how much will be driven through a dislike of Brown versus actual affection for Cameron and the Conservatives?

Cameron is certainly no Obama, so the likely outcome is a Tory win by the thinnest of margins resulting in policy deadlock from May 7 onwards.

And just when you thought politics was getting interesting…

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