Inside the High-Stakes World of Political Advancers: The Hidden Architects of Campaign Moments
On the election trail, a single viral moment can make or break a campaign day. Whether it’s a poorly judged football kick — like Peter Dutton’s that took out a camera operator — or Bill Shorten’s infamous lettuce question, even the smallest missteps can derail a message.
To keep things on track, each political leader relies on a team of “advancers” — the behind-the-scenes staffers who stage-manage every handshake, photo op, and media appearance.
“An advancer is basically a political roadie,” explains Ally Luppino, who worked on Scott Morrison’s 2019 campaign. Their job is to scout locations, identify friendly faces for “spontaneous” interactions, and ensure the day runs smoothly. The public may see these handshakes as genuine — but they’re carefully planned.
Labor’s Alisha Aitken-Radburn, a campaign veteran, says advancers are often given just a brief theme — for example, “Bill’s good with the economy” — and must build an entire event around that. “That means high-vis gear and a big earth mover,” she laughs.
Advancers work ahead of the campaign bus, scouting locations and prepping venues. They try to stay invisible — ending up in a media shot means buying drinks for the team. But it doesn’t always go as planned. Tarps covering unwanted signs have backfired, and bad optics — like Kevin Rudd chatting to students beneath a poster of Hitler — have become infamous.
Sometimes, it’s the candidate who creates chaos. Scott Morrison tackling a child or Bill Shorten awkwardly eating a sausage were moments that spiraled into headlines. “These things matter,” says Aitken-Radburn, noting some voters may judge leaders on how relatable or authentic they seem in such gaffes.
The rise of stage-managed campaigns has made spontaneity rare. In today’s tightly controlled environment, street walks and public rallies — once common — are now risks leaders often avoid. It’s all about controlling the narrative and minimizing surprises.
Yet, some insiders believe a little unpredictability could help reconnect leaders with voters. “People can see through the stagecraft,” says Aitken-Radburn. “If politicians were bolder, I think they’d reap the rewards.”
