Opposition leader Bill Shorten has given a rousing speech at the party's national conference in Melbourne. He also unveiled Labor's new slogan, "Advance Australia"... but wait... is it missing a word?
A lot is made of "three word slogans" in politics (Stop the boats, axe the tax etc etc)... so it was bold for Labor to go with two words. Even stranger they decided to use the title of the national anthem and drop the all important word "FAIR".
And people noticed.
Look the timing is not great. Labor has been criticised for abandoning its humane principles by supporting turning back asylum seeker boats.
Some people saw the lighter side.
For the next three days "ADVANCE AUSTRALIA" will be seen around a lot. It might have people asking, you couldn't have made it a three word slogan??
Mark Di Stefano is a Media and Politics Reporter for BuzzFeed News and is based in London.
Contact Mark Di Stefano at email@example.com.
Got a confidential tip? Submit it here.