Incumbency delivers many benefits for political parties as they approach elections, not least of which is running advertising campaigns on the public tab. Take, for example, the Moving Victoria campaign promoting the Napthine government’s transport vision splendid.

As these ads flood our screens, airwaves and print, there might be an understandable tendency to collectively shrug our shoulders, for this is just what happens, isn’t it? Both sides of politics do it, right? That’s true. But lately, those Moving Victoria ads are getting me angry.

'We are all aboard Denis Napthine’s election express.' Credit:Getty Images/Graham Denholm

No matter how much the campaign is rationalised as educating the public about new policies, the true intent is to win over voters, and revive the election prospects of a government that is behind in the polls. We are all aboard Denis Napthine’s election express.

The first thing to be said about the Moving Victoria campaign is that, when viewed in terms of persuasion, it is a smart piece of work. For those who have been around long enough, the title could have drawn inspiration from the slogan that defined the Kennett government, and one that made it on to our number plates: Victoria: on the move.