Sayeeda Warsi with her mock frontpage on ITV's The Agenda tonight.
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Tory class war continues as Sayeeda Warsi calls for end to "Eton Mess"

The Tory Foreign Office minister backs Michael Gove and produces mock frontpage with the headline "Number 10 takes Eton Mess off the menu".

Two days after the FT published its interview with Michael Gove in which the Education Secretary described the number of Old Etonians in David Cameron's inner circle as "ridiculous" and "preposterous",  the Tory class war shows no sign of ending. David Cameron is reported to have given Gove "a right royal bollocking" over his comments and it looks as if he'll also have to have a stern word with Sayeeda Warsi.

On tonight's edition of ITV's The Agenda, the Foreign Office minister will join Gove on the barricades when she produces a mock frontpage (featuring OEs Cameron, Jo Johnson, Oliver Letwin and Ed Llewellyn)  with the headline "Number 10 takes Eton Mess off the menu". Even by the standards of Warsi, a minister renowned for going off message, it's a remarkably provocative intervention. She will tell the programme: "Michael was making an incredibly serious point that it can’t be right that the 7 per cent of kids who go to independent school end up at the top tables, not just of politics, but banking, and law, and every other profession, and that what Michael wants to create is a first class, world class state system which means that in future years you will have more pupils from state schools, people like me, around the cabinet table, and in that I fully support Michael Gove."

The more one reads Warsi's headline, the worse it gets for Cameron. How is he supposed to take "Eton Mess" off the menu when he's part of it? Resign? If Warsi was a New Labour minister, I expect resigning is precisely what she'd be ordered to do tomorrow morning.

As Ed Miliband prepares to respond to George Osborne's Budget by declaring that this is a recovery "for the few, not the many", it's hard to think of a worse possible backdrop for the Tories. By denouncing Cameron's "Eton Mess", Warsi has done Labour's spinners work for them. There couldn't be a more perfect attack line for Miliband to store for Wednesday afternoon.

George Eaton is political editor of the New Statesman.

Photo: Getty
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Labour's dilemma: which voters should it try to add to its 2017 coalition?

Should the party try to win over 2017 Conservatives, or people who didn't vote?

Momentum’s latest political advert is causing a splash on the left and the right.

One of the underreported trends of 2016 was that British political parties learnt how to make high-quality videos at low-cost, and Momentum have been right at the front of that trend.

This advert is no exception: an attack that captures and defines its target and hits it expertly. The big difference is that this video doesn't attack the Conservative Party – it attacks people who voted for the Conservative Party.

Although this is unusual in political advertising, it is fairly common in regular advertising. The reason why so many supermarket adverts tend to feature a feckless dad, an annoying clutch of children and a switched-on mother is that these companies believe that their target customer is not the feckless father or the children, but the mother.

The British electorate could, similarly, be thought of as a family. What happened at the last election is that Labour won votes of the mum, who flipped from Conservative to Labour, got two of the children to vote for the first time (but the third stayed home), but fell short because the dad, three of the grandparents, and an aunt backed the Conservatives. (The fourth, disgusted by the dementia tax, decided to stay at home.)

So the question for the party is how do they do better next time. Do they try to flip the votes of Dad and the grandparents? Or do they focus on turning out that third child?

What Momentum are doing in this video is reinforcing the opinions of the voters Labour got last time by mocking the comments they’ll hear round the dinner table when they go to visit their parents and grandparents. Their hope is that this gets that third child out and voting next time. For a bonus, perhaps that aunt will sympathise with the fact her nieces and nephews, working in the same job, in the same town, cannot hope to get on the housing ladder as she did and will switch her vote from Tory to Labour. 

(This is why, if, as Toby Young and Dan Hodges do, you see the video as “attacking Labour voters”, you haven’t quite got the target of the advert or who exactly voted Labour last time.)

That could be how messages like this work for Labour at the next election. But the risk is that Mum decides she quite likes Dad and switches back to the Conservatives – or  that the second child is turned off by the negativity. And don’t forget the lingering threat that now the dementia tax is dead and gone, all four grandparents will turn out for the Conservatives next time. 

Stephen Bush is special correspondent at the New Statesman. His daily briefing, Morning Call, provides a quick and essential guide to domestic and global politics.