Whilst the last Conservative outdoor campaign was far from great, this new Labour one is is a truly terrible piece of advertising that positively wreaks of ‘first idea’.

Don’t get me wrong, I love a good pun. LOVE. But this headline is beyond shit. It’s overly complicated and patronising. It’s grotesquely smug. It’s unnecessarily negative and alienating. It’s uninspiring, lazy and boring. And it leaves me more confused than I was before.

In short, it’s a breathtaking brilliant distillation of how I feel about most UK politicians and politics in general. So maybe it isn’t shit at all. Maybe it’s truly insightful.

Or maybe not.