Prime Minister Malcolm Turnbull has kicked off the federal election campaign, starting an ad war between Australia's political parties hoping to win over uncommitted voters before the July 2 poll.
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With 55 days of election advertising ahead online, on TV, radio and social media, we've broken down the parties' opening salvos.
From the Liberal Party
The ad: Bill Shorten has no plan for Australia. In fact, he can't even agree with himself.
On screen: With circus music playing in the background and two images of Mr Shorten, viewers can quickly see this attack ad is designed to highlight the Opposition Leader's changing positions.
It begins with footage from ABC TV's Insiders in 2012, in which Mr Shorten advocates for lowering of company tax rates. The shot is juxtaposed against Mr Shorten speaking at a press conference last month arguing "it is not the right time for corporate tax cuts".
Next we see him arguing against the Coalition's temporary deficit levy, included in the 2014 budget. He says the "deficit tax" should be renamed a "deceit tax". After an unflattering shot of Mr Shorten, we see him on ABC's 7.30 last week saying he would support a continuation of the levy.
A younger Mr Shorten from 2006 then comes on screen, courtesy of Insiders, arguing for cuts to personal income tax rates. "All the income brackets, in terms of tax, should be lowered ... and that obviously includes the top rate," he said.
The ad then cuts to the Opposition Leader's self-described "dorky" dancing during a visit to Kiribati in November last year. Soon we're back to Labor's leadership wars in 2013, showing Mr Shorten praising former prime minister Julia Gillard, before declaring he will support Kevin Rudd in the vote.
Complete with circus music, the viewer is warned "Bill Shorten has no plan for Australia."
Who: Liberal Party, authorised by federal director Tony Nutt.
Where: Liberal.org.au, YouTube, Twitter and Facebook
The message: From the very start of the campaign the Coalition wants to remind voters of Bill Shorten's negatives. from the very start. The ad says voters shouldn't trust Bill Shorten's changing positions, and highlights the issues the Coalition wants the campaign to be about.
From Labor
The ad: Labor's 100 positive policies.
On screen: An upbeat Bill Shorten is speaking directly to the viewer, wearing a blue suit and red tie and standing next to a logo promising "100 positive policies" for the election campaign.
With images of a barista making coffee, skyscrapers and a busy university library, Mr Shorten says Labor will maintain existing weekend penalty rates, make multinational companies pay their share of tax in Australia and "stop $100,000 university degrees".
Soon, Mr Shorten is shaking hands with a teddy bear during a visit to a smiling young girl in hospital and promising to "make health number one" while protecting Medicare. The ad moves quickly to the traditional Labor issue of education as he talks about Labor's plans for education and giving every child and every school more individual attention in the classroom.
A beaming Mr Shorten tells the viewer "100 positive policies can't fit into one ad" and directs us to Labor's policy website, suggesting more of these ads are to come during the marathon campaign. The ad closes with the Opposition Leader speaking in the third person. "Bill Shorten and Labor: we'll put people first," he says.
Who: Labor, authorised by national secretary George Wright
Where: Television, YouTube and social media from Sunday.
The message: While the government goes negative at the start of the campaign, Labor is projecting itself as upbeat and optimistic and ready to present a suite of policies to benefit Australians. The party wants voters to see Labor continuing to fight for fairness and oppose key 2014 budget measures.
