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Softening Dutton's Image

An artist carves a stone cube face with sharp lines. A person says, 'The coalition social media team have asked if we could soften Dutton's image?' The artist climbs down and says, 'My work here is done,' leaving it with minute alterations.

Matt Golding

2 February 2025

As the election campaign kicked off, the Liberal Party launched a TV ad showing a more approachable Peter Dutton: kicking a soccer ball, laughing and high-fiving a child. Many media commentators saw it as an attempt to soften his image and make him more relatable.