A new advertising campaign by the Coalition in Australia targets Kevin Rudd by focusing on his record as prime minister instead of rehashing the personal attacks made by his Labor Party enemies.
The ABC reports the television and newspaper campaign begins on Sunday to try and counter Mr Rudd's resurgence since his reinstatement.
Labor has surged in the opinion polls since the ALP changed its leader on 26 June.
The ABC reports Opposition Leader Tony Abbott has been practically invisible since then.
The campaign is two-pronged, with one 30-second advertisement featuring Mr Abbott discussing his plans for government and urging viewers to download the Coalition's policy document.
The other runs 60 seconds and focuses entirely on the Government, listing policy failures from Mr Rudd's first term in office.
In a major shift from previous tactics, the ad mentions Labor's internal divisions only briefly and does not include any of the savage criticisms Mr Rudd's colleagues made about his prime ministership during previous leadership spills and bouts of instability.
The ABC reports neither party would reveal how much they were spending on their election campaigns.