Dave the Chameleon
Encyclopedia
Dave the Chameleon was the British Labour Party
's advertising slogan, and the basis of their political campaign, for the 2006 local elections. The campaign attempted to portray the recently-elected opposition leader, David Cameron
, as an ever changing populist
who will be whatever people want him to be. It was criticised as being a particularly negative form of campaigning. In the event, Labour had a projected national share of the vote 13% behind the Conservatives.
on behalf of the Labour Party on 18 April 2006. A sequel aired on 27 April. The 'episodes' were also available on the campaign's website, which also included ringtones and a podcast
version, until the website was closed.
's ability to change colour to mock the Conservative Party
leader. They aim to show that Cameron will 'change his colours' to fit the opinions of the people he is speaking to at a certain time. The Labour Party claim that this is a trick to hide his conservative
values from others. This is part of a longer campaign to portray Cameron as an indecisive populist - indeed, John Prescott
had used the term 'Chameleon' to describe Cameron some two months previously.
The broadcasts were accompanied by the song Karma Chameleon
by Culture Club
. In particular, the line "I'm a man, without conviction" can be heard during the broadcast.
being the Conservative party's colour - and goes to school, wearing a straw hat, an allusion to his Etonian
past. David, like David Cameron, joins the Conservative Party during its time in power under John Major
but, when Major's government begins to collapse, David the Chameleon 'disappears' into the background to work in public relations
(again reflecting Cameron's career).
According to the story, David the Chameleon learns a number of 'sneaky' skills in P.R., making him a master of spin. He changes his name to the more informal 'Dave' and learns that, as a Chameleon, he can change his colours at will. As the narrator says:
"And Dave the Chameleon changed into every colour of the rainbow, as he told everyone just what he 'thought' they wanted to hear. But underneath it all he was still true blue, through and through."
Dave the Chameleon is then shown as very blue, accompanied with a quote from David Cameron that 'I am Conservative to the core of my being, as those who know me best will testify' (taken from an interview with the Daily Telegraph). He then turns red - reflecting the colour of the Labour Party - and is accompanied by the David Cameron quote that he is the 'heir to Blair
'. Next Dave turns yellow - to reflect the UK's third biggest party, the Liberal Democrats
- alongside Cameron's quote that 'I am a liberal conservative'. Dave then becomes green (and visits a solar panel shop) - mocking David Cameron's attempts to make the Conservative Party more environmentally friendly - before finally turning blue. The campaign's tag line is: 'Available in any colour (as long as it's blue).'
, seen as being the low point in John Major's reign as Prime Minister. Ironically, the press had dubbed the previous day a 'Black Wednesday' for Tony Blair, after scandals involving John Prescott
, Charles Clarke
and Patricia Hewitt
, three British Cabinet members. It also criticises the Tory manifesto
for the 2005 UK General Election, which Dave helped write, as a "little blue book... which they loved, but nobody else did."
The second episode also makes references to Dave's trip to a glacier in Norway
, parodying Cameron's similar visit; it makes the point that for an apparently pointless trip, the harm on the environment from Dave's flight would be high. Dave is shown "turning into his greenest green" and the Conservative election slogan, "Vote blue, go green" is highlighted to indicate Dave's colour changing tendencies.
Dave the Chameleon's specific colour changes are then mentioned; all of these show that he is "True Blue, through and through" and refer to apparent position changes from David Cameron. These include changes in policy on the minimum wage
and the Iraq War. The narrator then refers to David Cameron directly by name (as opposed to Dave the Chameleon), saying that:
"David Cameron will tell you whatever he thinks he want you to hear, because he knows you will never give him your vote if you see his true colours."
The final scene shows the Vote Labour slogan, before ending.
, have been banned from appearing on British television before the watershed. Ann Treneman
, writing in The Times
, said Labour had "plumbed new depths."
Other critics have noted that Tony Blair, then leader of the Labour Party and Prime Minister
has done a number of the things for which Cameron is criticised in the campaign. Indeed, in a 2002 article in an American journal, Blair was described as 'something of a chameleon'. They claim that:
Commentators have also noted that the campaign was flawed to the extent that it shows Cameron in a positive light. It has been said that Conservative MPs like the Chameleon tag, as it encourages the idea that Cameron does not stick steadfastly to "bad" policies, and that he thus listens to what people have to say.
At a reception for Conservative Fastrack in May 2006, David Cameron himself said that his two-year-old daughter described the chameleon as "that nice frog on the bike" and refers to it as "my favourite video".
Labour Party (UK)
The Labour Party is a centre-left democratic socialist party in the United Kingdom. It surpassed the Liberal Party in general elections during the early 1920s, forming minority governments under Ramsay MacDonald in 1924 and 1929-1931. The party was in a wartime coalition from 1940 to 1945, after...
's advertising slogan, and the basis of their political campaign, for the 2006 local elections. The campaign attempted to portray the recently-elected opposition leader, David Cameron
David Cameron
David William Donald Cameron is the current Prime Minister of the United Kingdom, First Lord of the Treasury, Minister for the Civil Service and Leader of the Conservative Party. Cameron represents Witney as its Member of Parliament ....
, as an ever changing populist
Populism
Populism can be defined as an ideology, political philosophy, or type of discourse. Generally, a common theme compares "the people" against "the elite", and urges social and political system changes. It can also be defined as a rhetorical style employed by members of various political or social...
who will be whatever people want him to be. It was criticised as being a particularly negative form of campaigning. In the event, Labour had a projected national share of the vote 13% behind the Conservatives.
Broadcasts
A short video, showing some of "Dave's" antics was first aired on British TV as a party political broadcastParty political broadcast
A party political broadcast is a short television or radio broadcast made by a political party....
on behalf of the Labour Party on 18 April 2006. A sequel aired on 27 April. The 'episodes' were also available on the campaign's website, which also included ringtones and a podcast
Podcast
A podcast is a series of digital media files that are released episodically and often downloaded through web syndication...
version, until the website was closed.
Message
Dave the Chameleon uses the chameleonChameleon
Chameleons are a distinctive and highly specialized clade of lizards. They are distinguished by their parrot-like zygodactylous feet, their separately mobile and stereoscopic eyes, their very long, highly modified, and rapidly extrudable tongues, their swaying gait, the possession by many of a...
's ability to change colour to mock the Conservative Party
Conservative Party (UK)
The Conservative Party, formally the Conservative and Unionist Party, is a centre-right political party in the United Kingdom that adheres to the philosophies of conservatism and British unionism. It is the largest political party in the UK, and is currently the largest single party in the House...
leader. They aim to show that Cameron will 'change his colours' to fit the opinions of the people he is speaking to at a certain time. The Labour Party claim that this is a trick to hide his conservative
Conservatism
Conservatism is a political and social philosophy that promotes the maintenance of traditional institutions and supports, at the most, minimal and gradual change in society. Some conservatives seek to preserve things as they are, emphasizing stability and continuity, while others oppose modernism...
values from others. This is part of a longer campaign to portray Cameron as an indecisive populist - indeed, John Prescott
John Prescott
John Leslie Prescott, Baron Prescott is a British politician who was Deputy Prime Minister of the United Kingdom from 1997 to 2007. Born in Prestatyn, Wales, he represented Hull East as the Labour Member of Parliament from 1970 to 2010...
had used the term 'Chameleon' to describe Cameron some two months previously.
The broadcasts were accompanied by the song Karma Chameleon
Karma Chameleon
"Karma Chameleon" is a song by British New Wave band Culture Club, featured on the group's 1983 album Colour by Numbers. The song spent three weeks at #1 on the US Billboard Hot 100 in 1984, becoming the group's biggest hit and only US #1 among their many top ten hits...
by Culture Club
Culture Club
Culture Club are a British rock band who were part of the 1980s New Romantic movement. The original band consisted of Boy George , Mikey Craig , Roy Hay and Jon Moss...
. In particular, the line "I'm a man, without conviction" can be heard during the broadcast.
Episode 1
The first episode details the biography of Dave. A blue David the Chameleon emerges from a blue egg - royal blueRoyal blue
Royal blue describes both a bright shade and a dark shade of azure blue. It is said to have been invented by millers in Rode, Somerset, a consortium of which won a competition to make a dress for the British queen, Charlotte of Mecklenburg-Strelitz....
being the Conservative party's colour - and goes to school, wearing a straw hat, an allusion to his Etonian
Eton College
Eton College, often referred to simply as Eton, is a British independent school for boys aged 13 to 18. It was founded in 1440 by King Henry VI as "The King's College of Our Lady of Eton besides Wyndsor"....
past. David, like David Cameron, joins the Conservative Party during its time in power under John Major
John Major
Sir John Major, is a British Conservative politician, who served as Prime Minister of the United Kingdom and Leader of the Conservative Party from 1990–1997...
but, when Major's government begins to collapse, David the Chameleon 'disappears' into the background to work in public relations
Public relations
Public relations is the actions of a corporation, store, government, individual, etc., in promoting goodwill between itself and the public, the community, employees, customers, etc....
(again reflecting Cameron's career).
According to the story, David the Chameleon learns a number of 'sneaky' skills in P.R., making him a master of spin. He changes his name to the more informal 'Dave' and learns that, as a Chameleon, he can change his colours at will. As the narrator says:
"And Dave the Chameleon changed into every colour of the rainbow, as he told everyone just what he 'thought' they wanted to hear. But underneath it all he was still true blue, through and through."
Dave the Chameleon is then shown as very blue, accompanied with a quote from David Cameron that 'I am Conservative to the core of my being, as those who know me best will testify' (taken from an interview with the Daily Telegraph). He then turns red - reflecting the colour of the Labour Party - and is accompanied by the David Cameron quote that he is the 'heir to Blair
Tony Blair
Anthony Charles Lynton Blair is a former British Labour Party politician who served as the Prime Minister of the United Kingdom from 2 May 1997 to 27 June 2007. He was the Member of Parliament for Sedgefield from 1983 to 2007 and Leader of the Labour Party from 1994 to 2007...
'. Next Dave turns yellow - to reflect the UK's third biggest party, the Liberal Democrats
Liberal Democrats
The Liberal Democrats are a social liberal political party in the United Kingdom which supports constitutional and electoral reform, progressive taxation, wealth taxation, human rights laws, cultural liberalism, banking reform and civil liberties .The party was formed in 1988 by a merger of the...
- alongside Cameron's quote that 'I am a liberal conservative'. Dave then becomes green (and visits a solar panel shop) - mocking David Cameron's attempts to make the Conservative Party more environmentally friendly - before finally turning blue. The campaign's tag line is: 'Available in any colour (as long as it's blue).'
Episode 2
The second episode of Dave the Chameleon's adventures was aired on 28 April, a week before the Local Elections (4 May). The plot of this episode is largely the same as that of the previous one; repeating a number of scenes and accusations. This second episode, however, twice links Dave to Black WednesdayBlack Wednesday
In politics and economics, Black Wednesday refers to the events of 16 September 1992 when the British Conservative government was forced to withdraw the pound sterling from the European Exchange Rate Mechanism after they were unable to keep it above its agreed lower limit...
, seen as being the low point in John Major's reign as Prime Minister. Ironically, the press had dubbed the previous day a 'Black Wednesday' for Tony Blair, after scandals involving John Prescott
John Prescott
John Leslie Prescott, Baron Prescott is a British politician who was Deputy Prime Minister of the United Kingdom from 1997 to 2007. Born in Prestatyn, Wales, he represented Hull East as the Labour Member of Parliament from 1970 to 2010...
, Charles Clarke
Charles Clarke
Charles Rodway Clarke is a British Labour Party politician, who was the Member of Parliament for Norwich South from 1997 until 2010, and served as Home Secretary from December 2004 until May 2006.-Early life:...
and Patricia Hewitt
Patricia Hewitt
Patricia Hope Hewitt is an Australian-born British Labour Party politician, who was the Member of Parliament for Leicester West from 1997 until 2010. She served in the Cabinet until 2007, most recently as Health Secretary....
, three British Cabinet members. It also criticises the Tory manifesto
Manifesto
A manifesto is a public declaration of principles and intentions, often political in nature. Manifestos relating to religious belief are generally referred to as creeds. Manifestos may also be life stance-related.-Etymology:...
for the 2005 UK General Election, which Dave helped write, as a "little blue book... which they loved, but nobody else did."
The second episode also makes references to Dave's trip to a glacier in Norway
Norway
Norway , officially the Kingdom of Norway, is a Nordic unitary constitutional monarchy whose territory comprises the western portion of the Scandinavian Peninsula, Jan Mayen, and the Arctic archipelago of Svalbard and Bouvet Island. Norway has a total area of and a population of about 4.9 million...
, parodying Cameron's similar visit; it makes the point that for an apparently pointless trip, the harm on the environment from Dave's flight would be high. Dave is shown "turning into his greenest green" and the Conservative election slogan, "Vote blue, go green" is highlighted to indicate Dave's colour changing tendencies.
Dave the Chameleon's specific colour changes are then mentioned; all of these show that he is "True Blue, through and through" and refer to apparent position changes from David Cameron. These include changes in policy on the minimum wage
Minimum wage
A minimum wage is the lowest hourly, daily or monthly remuneration that employers may legally pay to workers. Equivalently, it is the lowest wage at which workers may sell their labour. Although minimum wage laws are in effect in a great many jurisdictions, there are differences of opinion about...
and the Iraq War. The narrator then refers to David Cameron directly by name (as opposed to Dave the Chameleon), saying that:
"David Cameron will tell you whatever he thinks he want you to hear, because he knows you will never give him your vote if you see his true colours."
The final scene shows the Vote Labour slogan, before ending.
Criticisms
The campaign's critics have commented that this is just a personal attack on the Conservative Party leader, especially since the Labour party have released a ringtone which impersonates David Cameron. Others have noted that the Conservatives, with their election slogan 'vote blue, go green' have not effectively combatted this approach. The Labour party claim that the campaign is meant to be humorous and re-engage voters. By using ringtones and podcasts, they claim to be campaigning to younger generations. However other creatures appealing to younger generations used for the sale of mobile phone ringtones, most notably the Crazy FrogCrazy Frog
Crazy Frog, originally known as Adam King, is a computer-animated character created in 2003 by Erik Wernquist. Marketed by the ringtone provider Jamba!, the animation was originally created to accompany a sound effect produced by Daniel Malmedahl in 1997 while attempting to imitate the sound of a...
, have been banned from appearing on British television before the watershed. Ann Treneman
Ann Treneman
Ann Treneman is an United States-born UK Parliamentary sketchwriter for The Times newspaper in the United Kingdom.Born in Iowa City, Iowa she grew up in McMinnville, Oregon....
, writing in The Times
The Times
The Times is a British daily national newspaper, first published in London in 1785 under the title The Daily Universal Register . The Times and its sister paper The Sunday Times are published by Times Newspapers Limited, a subsidiary since 1981 of News International...
, said Labour had "plumbed new depths."
Other critics have noted that Tony Blair, then leader of the Labour Party and Prime Minister
Prime Minister of the United Kingdom
The Prime Minister of the United Kingdom of Great Britain and Northern Ireland is the Head of Her Majesty's Government in the United Kingdom. The Prime Minister and Cabinet are collectively accountable for their policies and actions to the Sovereign, to Parliament, to their political party and...
has done a number of the things for which Cameron is criticised in the campaign. Indeed, in a 2002 article in an American journal, Blair was described as 'something of a chameleon'. They claim that:
- He has shortened his name from Anthony to Tony
- He, and much of his party, have "gone green"
- Blair was educated at Fettes CollegeFettes CollegeFettes College is an independent school for boarding and day pupils in Edinburgh, Scotland with over two thirds of its pupils in residence on campus...
in EdinburghEdinburghEdinburgh is the capital city of Scotland, the second largest city in Scotland, and the eighth most populous in the United Kingdom. The City of Edinburgh Council governs one of Scotland's 32 local government council areas. The council area includes urban Edinburgh and a rural area...
(sometimes called the "EtonEton CollegeEton College, often referred to simply as Eton, is a British independent school for boys aged 13 to 18. It was founded in 1440 by King Henry VI as "The King's College of Our Lady of Eton besides Wyndsor"....
of Scotland"), so had a fairly privileged education himself. - Blair and 'New Labour' are often credited with introducing spin to the UK as an important element of political campaigning.
Commentators have also noted that the campaign was flawed to the extent that it shows Cameron in a positive light. It has been said that Conservative MPs like the Chameleon tag, as it encourages the idea that Cameron does not stick steadfastly to "bad" policies, and that he thus listens to what people have to say.
At a reception for Conservative Fastrack in May 2006, David Cameron himself said that his two-year-old daughter described the chameleon as "that nice frog on the bike" and refers to it as "my favourite video".