The message of unity from the image of Labor's three living former prime ministers, with hands over heads in victory, is a powerful one.

Gough Whitlam, 91, was first to arrive, to the usual roar from the faithful. But then came Bob Hawke, 77, and Paul Keating, 63 together and the dynamic duo immediately attached themselves to Mr Whitlam, now in a wheelchair.

It was a world away from the early years of the Hawke-Keating Government, when any mention of Whitlam's Government was anathema to the new-look Labor Caucus. It was also a world away from 1991, the year of turmoil between Hawke and Keating, culminating in the Christmas-week forced transition of the prime ministership.

And it was a world away from the first Kim Beazley leadership when the names Hawke and Keating, were not to be uttered in Labor circles.

Indeed, one sensed that yesterday's launch has gone a long way to completing a circle. Although Labor has been in the wilderness for only half the time it endured before Whitlam's drought-breaking win in 1972, there was a frisson of excitement yesterday that was missing from much of Monday's Coalition launch.

Of course, there is the consistent trend of opinion polls throughout 2007, and the optimism they generate showed through the entire Labor performance yesterday.

National president John Faulkner introduced the three former leaders, who were barely seen during the 2004 campaign, before handing over to two women, Queensland Premier Anna Bligh and federal deputy leader Julia Gillard.

Ms Bligh echoed Mr Whitlam's famous 1972 campaign slogan, "It's time".

"It's time for a change, it's time for a Queenslander in 2007, friends, it's time for Kevin," she said.

There were only blokes (John Howard, Peter Costello and Mark Vaile) on offer at the Coalition's campaign launch on Monday.

Even Labor's video was better. Where the Coalition had dozens of MPs and candidates shaking hands and pointing into the middle distance, Labor's told a story.

And whereas Mr Howard had a baby grandson to kiss, Mr Rudd had an anniversary to celebrate.

He remarked how great it was to be "in Brissie with Therese and the kids", adding: "And, darling, I haven't forgotten today is our 26th wedding anniversary. Dinner's been booked, red roses and the works."

There was a message from Nobel Peace laureate Al Gore and there was even a good joke. One punter was pictured saying that Rudd was "talking our language" immediately followed by a Rudd performance in Mandarin.

There was even a little green worm, a la the "Great Debate", inching across the screen, warning the audience to turn off the phones, before adding, "I like Kevin!"

Indeed, that was where the whole turnout was aimed: an image of one leader, fronting a close-knit team, something Labor knows its opponents cannot offer on Saturday week.