Labour's election strategy unleashes Gordon McBroon's inner hard man

In an audacious new election strategy, Labour is set to embrace Gordon Brown's reputation for anger and physical aggression, presenting the prime minister as a hard man, unafraid of confrontation, who is willing to take on David Cameron in "a bare-knuckle fistfight for the future of Britain".

Following months of allegations about Brown's explosive outbursts and bullying, Downing Street will seize the initiative this week with a national billboard campaign portraying him as "a sort of Dirty Harry figure", in the words of a senior aide. One poster shows a glowering Brown alongside the caption "Step outside, posh boy," while another asks "Do you want some of this?"



Brown aides had worried that his reputation for volatility might torpedo Labour's hopes of re-election, but recent internal polls suggest that, on the contrary, stories of Brown's testosterone-fuelled eruptions have been almost entirely responsible for a recent recovery in the party's popularity. As a result, the aide said, Labour was "going all in", staking the election on the hope that voters will be drawn to an alpha-male personality who "is prepared to pummel, punch or even headbutt the British economy into a new era of jobs and prosperity".



Strategists are even understood to be considering engineering a high-profile incident of violence on the campaign trail, and are in urgent consultations on the matter with John Prescott, whose public image improved in 2001 after he punched an egg-throwing protester.

The Brown team has been buoyed by focus group results suggesting that an outbreak of physical fighting during the campaign, preferably involving bloodshed and broken limbs, could re-engage an electorate increasingly apathetic about politics. They also hope they can exploit the so-called "Putin effect", and are said to be exploring opportunities for Brown to be photographed killing a wild animal, though advisers have recommended that weather, and other considerations, mean Brown should not remove his shirt.

You can see the full poster campaign here.