Saatchi & Saatchi were involved, certainly. Others credit John Prescott, while Matthew Taylor, a former Downing Street adviser, says he used the line in a report seven years ago. The Daily Mail even found a 2003 photograph showing Gordon Brown behind a lectern bearing the slogan. Embarrassing for those who think slogans need to be new to be effective. But Saatchi's director of strategy Richard Huntington thinks the line captures 'the eternal heart' of the Labour Party. A tall order for five words, even five well-chosen ones. They do two jobs. 'Future' tries to deflect attention from Labour's 13 years in office and convince us that better times are on the way. 'Fair for all' tries to persuade us that Labour is the party of the many, rather than of the few - which is how it likes to paint the Conservatives. The line's word order is unusual: we might have expected 'a fair future'. And then there is the alliteration. Such verbal tricks make this a real slogan, rather than a mere phrase.
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