The New Zealand Council of Trade Unions has launched a highly-visible campaign which highlights - in its words - why the country will be worse off under a Christopher Luxon-led National government.
The ads - on billboards and in newspapers - have been slammed by National's campaign manager Chris Bishop as a nasty "personal attack" campaign and he accused the CTU of being "intimately connected" with Labour.
What impact - if any - could this sort of third-party advertising have on voters?
And we can we expect more examples over the next six weeks ahead of this election?
Auckland University political communications expert Dr Edward Elder spoke to Ingrid Hipkiss.
