The idea of hitting voters with a powerful message on election day is just the culmination of three trends in Australian campaign communication that have been brewing for decades.
Bringing you up to speed on the political hot potato that may have passed you by.
Both the Liberal and Labor parties focused their very first television ads of the 2016 campaign on Labor leader Bill Shorten.
Many of the most commonly used election terms have a long linguistic history, stretching from ancient Rome to modern-day America and Australia.
Political campaigns today are presented as products of bottom-up participation, not top-down direction. But even if a campaign appears grassroots-driven, it's likely to be run from the centre.