Martin Sorrell: Election campaigns 'getting nastier'
29 November 2013 Last updated at 08:53 GMT
Britain is not a nasty country but its election campaigns are "getting nastier", said advertising boss Sir Martin Sorrell as he looked at negative advertising.
In a personal film for BBC One's This Week, the WPP chief executive said people complain about campaigns at elections, but it was a "very tough short-term business", and negative ads did have an effect.
And the advertising chief - with Polish and Ukrainian roots - took a swipe at "offensive" campaigns about immigration.