Watching Paddick's campaign launch

Sketch By Vicky Young BBC News political correspondent

With the race for London mayor getting tighter by the day Labour MPs have been ordered not to refer to the Conservative candidate as "Boris".

Apparently it makes him sound too friendly.

Brian Paddick faces a challenge to raise his profile

There has been no similar edict about "Brian". That is Brian Paddick the Liberal Democrat candidate. The electorate certainly is not on first name terms with him.

Currently languishing a poor third in opinion polls, the former Metropolitan Police deputy assistant commissioner desperately needs to raise his profile.

At the official launch of his campaign he acknowledged the problem himself.

He recounted how, before a television interview last week, he had had to explain who he was to confused make-up artists who thought Ken Livingstone and Boris Johnson were the only candidates for mayor.

His experience in the Met police could persuade some Londoners he has got what it takes to deal with the capital's rising gun and knife crime.

But while Brian Paddick may have little formal political experience, he argues that there are fewer more political places than the higher reaches of Scotland Yard.

And he points out that as Commander of Lambeth borough in south London he was directly responsible for 940 police officers, 230 support staff and an annual budget of �37m.

His manifesto for London includes a new tram network, a pledge to reduce crime by 5 per cent year-on-year and the abolition of the western extension of the congestion charge zone.

But it is the theme of trust that Mr Paddick returned to again and again at his launch.

Celebrity backer

He says his approach has always been to be honest and direct - a philosophy that made him Britain's most senior openly gay police officer.

On Monday he received a ringing endorsement from Duwayne Brooks, who was with Stephen Lawrence on the night he was murdered in south east London.

Mr Brooks says when he met Brian Paddick he immediately saw his potential and warmed to his relaxed, polite and honest personality.

But the Liberal Democrats running the Paddick campaign know their man is the outsider in this race.

He is never going to set the world alight with his public speaking - he has not got out of that habit of speaking like a copper.

But his experience in the Met police could persuade some Londoners he has got what it takes to deal with the capital's rising gun and knife crime.

On a lighter note, Mr Paddick was asked whether it was true that he had gained a celebrity endorsement from Elton John.

Yes, he could confirm that the singer was backing him as mayor - but apparently Mr John's diary is too full for him to knock on doors or deliver leaflets for his friend.

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