Victorian Coalition MPs say Advance’s campaign in 20 Labor-held seats could cost them majority government by undercutting months of messaging that voters must back the Liberals and Nationals to remove Labor.
A $350,000 push starting Monday centers on a 60-second AI-generated ad telling voters to “put Labor last,” with social media, streaming, mobile billboards and print targeting suburban and regional electorates.
Several of those seats — including ultra-marginal Pakenham, Bass, Hastings, Melton and Yan Yean — are also being contested by One Nation, raising Coalition fears the campaign could divert right-wing votes and preferences.
Advance dismissed the criticism as “galactically stupid,” arguing polling shows 25%-35% of Coalition and One Nation voters would preference Labor ahead of each other and that anti-Labor preference discipline is essential.
Electoral analyst Ben Raue said the strategy may suit Advance’s broader federal aims but is unhelpful for a Victorian Coalition trying to secure a state-election majority while holding its right flank.