The Conservative Party leader issued a solid declaration of intent to not only win the forthcoming General Election, but to win it with a crushing overall majority as he released the party election slogan - "Erm..."
"How's that for a battle cry!" he told a rally in Nottingham.
"Erm..." many were heard to utter in reply.
Professor S. Tinking-Fahrt of Roughborough University told us that the new election slogan was a surefire votewinner. He insisted that it's almost impossible to alienate anybody, or leave lingering doubts over important policy issues by simply repeating the slogan "Erm..."
"It's a fantastic election slogan," Tinking-Fahrt told us. "It's brilliant in its simplicity. You can't argue with 'Erm...' because it's neither one thing nor the other. It seems to have the added attraction of implying that you're actually thinking about something, seriously poring over an important issue. 'Erm...' - it's pure bloody genius is what it is matey!"
The Labour Party's Publicity Committee were 'absolutely furious' that the Conservatives had nabbed 'Erm...' before their own people thought of it. One lamented that any question ever formulated could be answered with 'Erm...' and that there was simply no arguing with it.
"Not even Jeremy 'bloody' Paxman can argue with a strategically dropped 'Erm...'" a senior Conservative beamed.
More as we 'Erm...' get it.