Federal Labor has entered full attack mode on Prime Minister Scott Morrison, rolling out the first of what is expected to be a stream of negative federal election advertisements.
The 30-second ad, which will appear first on social media, focuses on the issue of prime ministerial responsibility and features a range of controversies starting with an infamous photo from Mr Morrison's ill-timed Hawaiian holiday during the devastating Black Summer bushfires.
Mr Morrison's voice can be heard in the ad saying his then reasoning for taking a holiday, "I don't hold a hose, mate," before the ad reminds audiences of Australia's slow COVID vaccine rollout while the Prime Minister's voice states, "It is not a race. It is not a competition."
The Labor ad ends with the line; "No more mistakes. No more excuses. No more Morrison" while his voice can be heard saying "That's not my job. That's not my job. It's not my job to do that."
"Over the next four weeks, this campaign will be shining a relentless spotlight on Scott Morrison's failures as Prime Minister," Labor's campaign director and national secretary Paul Erickson said in an email on Thursday to Labor members.
It is understood the Labor ad will be rolled out on social media before hitting TV screens later this week.
The email also seeks member donations to pay for expensive ad spots.
The Morrison family recently apologised for the Hawaiian holiday, with the Prime Minister's wife Jenny Morrison telling 60 Minutes that she wished it never happened.
"I am more than sorry if we disappointed," she said in February. "We did disappoint. Did we make the right decision? I thought I was making the right decision for my kids. I obviously was wrong. Yes, we were over there seeing it and we were like... we really need to get home."
"So, I wish that had never happened. But I can't change it."
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