An improvised, non-aggressive and quite original campaign in Madrid

The PP in Madrid has posted on X the message "It's all lies. Even love" accompanied by a video. It is a campaign piece that renounces direct attacks and bets on puzzlement as its hook.

The Madrid PP account posted on X a phrase that does not sound like it came from a rally: "It's all lies. Even love". It comes attached to a video. There is no rival's name, no unemployment figure, no promise of tax cuts. Just six words and an audiovisual piece that is not described in the message.

## A message that attacks no one

The campaign does not target a specific adversary. It includes no economic proposals or management data either. That absence is the news: a party that governs the Community of Madrid gives up, in its first attention-grabbing move, talking about budgets or taxes.

The chosen format, a short video on X, is the cheapest one in the electoral market. Yet the phrase works as an emotional hook and leaves all the content up to interpretation.

## What it means for the economic debate

If the campaign does not mention the economy, the message becomes a frame: it suggests that public discourse is polluted and that nothing said deserves credit. That affects how any official figure is received during the campaign.

A voter who assumes that "it's all lies" is a voter less willing to check data on growth, debt or employment. The piece offers no arguments, but it shapes the ground where the debate will take place.

## The cost of saying nothing concrete

Originality comes at a price. Without verifiable proposals, the message cannot be assessed or rebutted with figures. All that is left is the phrase, and phrases do not govern. The campaign starts with no baggage and no substance.