The campaign - which included TV ads featuring the newsreader popping up around the UK and asking the public: "Are you in?" - is understood to have been backed by a media budget in excess of £10m.
Media sources said the campaign had been scheduled to launch within days when Sunak pre-empted it by announcing an early summer election outside No 10 on 22 May.
While much of the eight-figure budget set aside for it by the government will not have been used, some will have been spent on coming up with the advert and on filming.
Diese Geschichte stammt aus der June 29, 2024-Ausgabe von The Guardian.
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Diese Geschichte stammt aus der June 29, 2024-Ausgabe von The Guardian.
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