I went to the Waterfront Hall this morning, where Alliance held their first formal election event. They previewed an animated Party Election Broadcast narrated by Naomi Long. The mood seemed upbeat - Alliance believes that the UUP's difficulties and apparent swing to the right will present them with an opportunity.
David Ford talked as if two seats in East Belfast were almost in the bag. After Naomi Long's Westminster victory, he argued, Alliance was the lead party in the east of the city. But what about Peter Robinson's renaissance? A resurgence by the DUP could put paid to Alliance's ambitions - one seat looks assured, but a second could be a scramble.
Alliance have been seen to be signing off the same hymn sheet as the DUP and Sinn Fein in recent times - not just in the show of solidarity at Stormont Castle, but in their votes on the budget. However David Ford seemed keen to put some clear "yellow water" between the two parties, describing Peter Robinson's recent comments on integrated education as "partly an opportunity to knock the maintained sector".
Mr Ford believes Alliance can gain 2 or 3 seats which would put them in position to take a Stormont department under the D'Hondt system. Conversely he is also backing a reduction in the number of thosde departments, down to 7 or 8. My colleague Martina Purdy will assess how the Stormont system might be reformed on BBC Newsline tonight.
Earlier in the day I tweeted about the makers of the Alliance broadcast having had a hand in the "Mad Men" series titles - an admission, I took a joke rather too seriously, so put that down as a belated April Fool. But it's not only Alliance which have been experimenting with new formats - last night's DUP broadcast featuring a couple decorating their house was a novel change to the usual procession of politicians holding forth to camera. The TUV's David Vance isn't the only one who has noticed the resemblance to an episode of "Changing Rooms".
Of course the DUP would prefer the "Groundhog Day" analogy - don't vote for us and get stuck in the past. But the digital clock reading 2003 felt like a clever wheeze too far - I missed half the commentary that followed after puzzling over why this couple were lying in until 8 pm. Does Mr and Mrs Average NI work the night shift?