The SNP’s new video has caused a bit of a stushie – and some confusion.
Those of us – including the burd – who should know better thought it was a pastiche on Roxy Music’s Let’s Stick Together. How wrong can we be. Travel backwards in pop music time and there is in fact a song by Canned Heat, very similar in sound to Roxy’s choon, but actually called “let’s work together”. And a quick look at the video and lyrics shows this is a pretty faithful rendition by Jakil. Oops.
Much as I like the video, and the song which I have now been singing in my head for 2 days, this indicates a bit of a problem. If self-styled music afficionados can’t place the track then that’s an issue. The song will be recognised by many, but possibly in the wrong demographic. Surely the SNP needs to be hitting the mark with the squeezed middle generationally ie the 35 – 49 year olds?
The confusion with Let’s Stick Together has also unhelpfully allowed political opponents an “in”. I thought it was a pleasing attempt at ironic prebuttal – stealing the Unionists’ clothes if you like, before they had a chance to put them on. But no. The aim is actually far more straightforward, and all the more powerful as a result.
The video’s theme forms part of a broader campaign strategy that will focus most on the presidential race of Salmond vs Gray, which was effectively summarised by John Swinney in his speech to SNP conference on Friday: (the current SNP government) is a first rate team set for a second term not a second rate opposition set for first time failure. The message to the voting public is vote SNP and work with us to make a better future. The lyrics provide a really strong message – “let’s all work together and make life worthwhile”.
The images in the video subtly highlight how this can be achieved – working with partners and colleagues, working in synergy with Scotland’s natural resources, using your own talents and skills, working together on big tasks, and small. Working together, we can get the job done. Working together will give us a sense of satisfaction. Working together produces results and won’t that make us feel good. The theme is unashamedly upbeat and positive, promoting a better, alternative future in the face of the unrelenting negativity and reality of what being in the UK for the next 10 years will mean to our quality of life.
It’s subtle but effective. Though of course having been wrong once, I might be way off the mark again. (It has been known to happen.)
Who cares, I still like it. And I can’t wait to see what Labour brings out in response….