Labor hasn't won a majority of federal seats in WA since 1990 when Bob Hawke was PM. However, recent events and shifting sentiment sees the WA Liberals potentially facing a kind of existential crisis which could result in Labor getting the keys to the lodge, as detailed by 6PR Breakfast host Gareth Parker.

Election advertising allows parties to keep control of the messaging even when the campaign has other ideas. Renowned adman Russel Howcroft on the opening wave of election ads.

What's it like within the inner circle when a major gaffe jams a stick in the spokes? Hear from veteran political operatives Jinane Bou-Assi and Sally Branson.