With just 10 days to go before polling day, both Labour and the Tories have changed their campaign slogans.
Michael Howard stepped up to a podium this morning behind a sign reading: "Taking a stand on the issues that matter." The Tory leader's more sinister sounding catch phrase - "are you thinking what we're thinking" - was gone from the party's press conference backdrop.
Those of a suspicious nature might be wondering whether this represents a downgrading of the so-called dog whistle strategy of the Tories' Australian campaign chief, Lynton Crosby, following rumblings about its focus on asylum and immigration and presidential promotion of Mr Howard.
Further evidence for a change comes in the form of an email from the Tory press office, informing the media of the movements of various shadow cabinet members - something the party's team of spin doctors have until now not seen fit to do.
Labour have already mocked the new-found need to promote a visit by the shadow foreign secretary, Michael Ancram, to a company that employs ex-offenders to recycle garden furniture. They asked why John Redwood is not on the list.
A conspiracy theory has, however, yet to emerge as to why Labour has swapped its "forward not back" slogan for the line: "If you value it, vote for it". Just give it time.
