In early 1979 Prime Minister James Callaghan was being driven back to 10 Downing Street. He turned to a political advisor and said, 'Sometimes there is a sea change in politics... and I suspect it is for Mrs Thatcher.'
That sea change happened, returning Margaret Thatcher and the Conservative Party to power. They were to remain in Government for 18 years. Clearly the change that Jim Callaghan had in mind was an ideological one, and loathe or like Thatcher, there is no doubt that the policies and practice of her era were very different.
If we fast forward to today, we may be witnessing another sea change but it has more to do with image than ideologies. We have before us a fascinating prospect – two leaders, Cameron and Clegg who represent the new young, flexible, media savvy, can do's and a Prime Minister who has set his face against the trend of 'style over substance'.
Gordon Brown was fettled in the political clashes of the 1970's. He may hope that the current fashion for retro gear might just seep into politics and that his earnest demeanor and focus on issues will be bought by a public sated with sound bites and televisuals. However, there are those who would say there is no turning back.
Ellis Cashmore, a writer on celebrity culture, argues that the way that many – especially the young –understand the world is through images and the key to success is to present oneself as someone who is both special and ordinary at the same time. The celebrity has to be special to gain attention, yet at the same time ordinary enough to allow the fans to identify with them. This is the marked contrast with previous political eras. Respect for a politician is deferential and old fashioned. Identity with your political candidate is democratic and exciting. David Cameron knows this. You are more likely to see him pressing the flesh in an Edinburgh bike shop than addressing an audience of blue rinses at a Morningside old people's home.
It is also unlikely that the 'experience' of Menzies Campbell will be lost on Nick Clegg, a politician who did not get to where he is today by being 66 years old and bald. Of course neither Clegg nor Cameron can do without policies. Interestingly though, they highlight new issues such as identity cards and the environment. No doubt if we hit a recession they will seize their opportunity and change their focus. Brown on the other hand, true to his past, will hope that the message 'It's all about the economy, stupid' will resonate with voters. He would be risking it if he were to depend on his image. Changing it would be hard. Nobody really believes he is a big Arctic Monkeys fan.
History might record that Blair, our first baby boomer Prime Minister, was also our first celebrity Prime Minister. As Gordon heads dour faced towards the next election, Tony may well be laughing - all the way to the Arctic Monkeys concert.