The most striking image in today's papers comes courtesy of Easyjet. The low cost airline has drawn comparisons between a private jet passenger and a young family, in an advert campaigning against the increase in Air Passenger Duty.
The airline is hitting right at the heart of key swing voters - think New Labour's Mondeo Man - with this attack. At a time when families are concerned about the scale of cuts affecting services this is clever positioning from Easyjet.
It is also a warning for the Government: aspirational, lower middle class families win elections for politicians. The same families have also made Easyjet a hugely successful company. The coalition government needs to think a bit more like Easyjet in its communication strategy if it is to keep this key demographic on side through difficult times.