Saatchi & Saatchi’s "Labour isn’t Working" billboard of 1979, now considered an icon of its time, has often been cited as a key element in Margaret Thatcher’s first victory in a general election. Its potency was significant at a time when many people feared for job losses and strikes under the opposing Labour government.

Methods of persuasion however have varied greatly: from provocative copywriting, to exaggerated imagery, gimmicks or even shock tactics. The straight-talking power of "Labour’s Double Whammy" played on people’s fear of rising taxes in the general election of 1992 and the shocking match of William Hague and Mrs Thatcher’s hair was an unsubtle reminder that her attitudes and policies lived on through others (including Tony Blair) in the election of 2001.

Once in office, politicians are not allowed an easy time. As a tradition that has extended back through the centuries in Britain, political and social satire has invariably played an important part in testing the limits of tolerance of both public and politicians. Although it runs a close relationship with bad taste or outright offense, it is still valued as an important freedom. Private Eye, founded in 1961, is still one of Britain’s leading political satire magazines. Particularly renowned for its outrageous covers, it has survived over the years despite various court battles and legal attempts to restrain it. The weekly TV programme "Spitting Image" (1984-96) used caricature in the form of latex puppets, created by Peter Fluck and Roger Law, to mercilessly and hilariously abuse politicians and celebrities alike.

Political cartoonists such as Steve Bell, Martin Rowson and Peter Brookes continue to court controversy and ensure that the spirit of satire thrives in daily newspapers. Meanwhile, ad agencies add to and promote this climate of daring by forever pushing the boundaries of acceptability – not always humorously. The "Hung Parliament" billboard shown in this section was created by Yellowhammer ad agency during the 1987 election year in an effort to increase the sales of Today newspaper. It caused so many complaints it had to be taken down after only a few days, but remains an adventurous attempt at pushing public tolerances to the limit.

For further information please contact Alison Moloney