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27 April 2015updated 12 Oct 2023 10:45am

Why the new “pumped up” David Cameron isn’t working

The Prime Minister is injecting some 11th-hour passion into his campaign. It’s not very convincing.

By Anoosh Chakelian

You may have noticed something different about the Prime Minister in the past few days. He’s rolled his sleeves up. He’s taken his tie off. He’s being a bit shouty. He’s started turning red again (a distinctive PMQs hue that we haven’t seen since parliament dissolved). He’s saying things like “pumps me up”, “stick it where the sun don’t shine”, and “bloody”.

Rather than hiding behind badly photoshopped posters of Nicola Sturgeon as a puppetmaster and hordes of dead-eyed party functionaries wearing Alex Salmond masks, he is finally fighting an election campaign. Or at least that’s what he’s trying to do.

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