London Evening Standard
Ed Miliband yesterday set out to turn his geeky image into a strength by admitting he really does look like comedy character Wallace.
In a candid and risky speech in London, Labour’s leader confessed to lacking a “square-jawed” heroic profile and said people should vote for David Cameron if they want a leader who concentrates on looking good.
But he argued that voters were tired of image-based politics, and insisted he had the qualities of “decency and empathy” that they were yearning for. He added: “I am not from central casting. You can find people who are more square-jawed, more chiselled, look less like Wallace.
“You could probably even find people who look better eating a sandwich. If you want the politician from central casting, it’s just not me, it’s the other guy. If you want a politician who thinks that a good photo is the most important thing, then don’t vote for me. But I believe that people would quite like somebody to stand up and say there is more to politics than the photo op.”
It is rare for a politician to admit to any weakness, but Miliband’s aim is to redefine the choice at the next election away from his poor media profile, which hit its nadir with unflattering photographs of his struggle to consume a sandwich at New Covent Garden flower market.
Citing the Tory leader’s famous “husky hugging” trek to the Arctic Circle, he argued that voters were sick of politicians who were more obsessed with their image than with proper debate.
Miliband claimed he was the exception. “It is not what I care about most. And it’s not where my talents lie — as you may have noticed.” He added: “The current prime minister might take a good picture but he can’t build a country that works for you. It is not what interests him.”
Miliband’s attempt to redefine the election choice has at least one favourable precedent. In 2000, after being regularly bested at Prime Minister’s Questions, Tony Blair admitted he could not beat William Hague’s witty one-liners but argued the public would vote on policies rather than comic talent. He won a landslide victory a year later.
However, image may not be his problem. A recent poll said Ukip leader Nigel Farage was seen as the “weirdest” party leader but also the one voters most closely identified with. In a speech on Monday Blair warned Labour to fight from the centre ground, which was interpreted as a coded criticism of Miliband for veering to the left.
But Miliband believes policies like his energy bills freeze and rent controls have addressed real worries about the cost of living.
