A thousand words
Downing Street: It is the images - not the words - that stick in the mind after this morning's election announcement.
Image One: Peter Mandelson standing centre stage, in front of No 10, apart from the rest of the Cabinet, fingering his mobile phone as he waited for the prime minister to step out.
This will be his campaign as much as it will be Gordon Brown's.
Image Two: Alistair Darling emerging from the famous black door at Gordon Brown's side. The chancellor the prime minister planned to sack is now seen as a key electoral asset.
Image Three: The Cabinet flanking the prime minister, simultaneously flagging what Labour perceive as a strength (the team) and what Labour fear may be a weakness (the leader).
It is a reminder, too, that one of these men and women is likely to become Labour leader and possibly even prime minister before the election after this one. Remember: Tony Blair said at the last election that he planned to serve a full term. No doubt Gordon Brown will say the same.
Image Four: David Cameron pointing at Parliament behind him as he gave his rallying speech.
He is determined to position himself as the man trying to seize power on behalf of those he called this morning "the great ignored".
He is equally determined to avoid being portrayed as the Establishment candidate.
Image Five: The words "Vote For Change" held aloft for the news helicopter filming the prime minister's journey to the Palace.
Huge effort will be made by the parties to subvert their rivals' carefully planned pictures - remember the Grim Reaper who followed Michael Howard at the last election?