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. Bill Shorten's changing views are highlighted in the Liberal Party's first election ad. 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. The Labor Party's first election ad has emphasised its "positive" policies. 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".