'Andrew Little, regular guy' is the theme of Labour's first campaign ad
Labour has put leader Andrew Little front and centre of its first campaign advertisement.
Deputy Jacinda Ardern appears in a couple of the scenes of the one minute advertisement but she is the only other MP to feature.
And unlike the first Green Party videos, released earlier this year, there are no celebrity cameos.
Most of the scenes are filmed in and around Wellington, close to Little's Island Bay home, with others in Auckland.
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It starts with Little saying the question he is often asked is "why do you want to be prime minister?" and includes shots of him with his family, walking their dog Harry and discussing how surviving cancer made him aware of the need for a first class health system..
Party general secretary Andrew Kirton said voters wanted to know more about Little as "an alternative prime minister".
"He's still pretty new on the scene. Unlike Bill English and Winston Peters he hasn't been a politician for 25 or 30 years so it's only natural there might be some curiosity to learn a bit more about him."
He suggested the aim was to present someone who reflected voters' own values.
"He's serious and cares deeply about issues facing New Zealand but he also plays Xbox with his son Cam, goes kayaking, walks his dog with his wife Leigh every weekend, He's a regular guy."
Kirton said it also touched on the main policies important to Little; traffic, housing affordability, mental health and the health system in general, dirty rivers, education, immigration and infrastructure.
In it Little promises "fresh thinking" to fix problems and it winds up with a plug for "Andrew Little and Labour - it's time for a fresh approach for New Zealand".
Kirton said Little and Ardern "as the PM, deputy PM team" were the only MPs included but this was just the first of several advertisement and it would be used mainly in the pre-campaign period.
The others would be rolled out during the campaign leading up to the September 23 election.
He said under election rules the adverts could not go on "terrestrial TV and radio" but would be used online on Youtube, Facebook, Stuff and NZME.
"Even on-demand TV is allowed, because it's not live."
There would also be shorter 30 and 15 second versions of the first advertisement.
But he said the jury was out on whether Labour would run any attack advertisements, which dominated the campaign for United States president last year.
"We haven't made up our mind yet - depends on what our opponents decide to do. It's always an option."
He pointed to the National Party advertisement from 2014 with its "sting in the tail" portraying a confused and divided Opposition in a dinghy rowing in different directions.
"If they come up with another lame sporting analogy then we might have to respond to that. But we 're also not here to eat our lunch, so we'll see what we need to do."
Kirton didn't say it, but for the record Little is paddling his own single kayak in Labour's new advertisement.