Cameron Direct - a study in air-brushed cool

There was something not quite right about the Cameron public meeting in Reading last week, and I've been trying to put my finger on what it was.

This was the 61st Cameron direct meeting, re-arranged because of the snow.

I arrived early to find everything already in place. The Madjeski stadium bar was spotless, the sound technicians were fine-tuning what sounded like a very expensive PA system, the lighting rig was totally even - not a trace of a shadow.

And that, I think, was what fed my lingering doubt.

It's all so perfect, so well-rehearsed, that the audience left still uneasy about the answers that they'd heard.

Cameron's own performance is well described here by Bracknell Lib Dem blogger Mark Thompson. There were tough questions, a decently sceptical and diverse audience, just the right amount of time spent on each answer to cover a wide spread of interest.

I was reminded of an early description of Cameron - "the words re-arrange themselves on the way out of his mouth." References to his family were without doubt sincere. He gave us just enough of a taste of a big news announcement the next day before stopping himself with a "better not say any more." There was light and shade, a twinkling humour, and yet...

Don't say the word "air-brushed" - it's not just that. It's less of a fuzziness, than a coolness that will need some attention before the election campaign. Some of that caution will need to be thrown to the wind.

To "seal the deal" and really connect with the electorate Dave has to find an extra gear, beyond what we saw in Reading. It's not just about policy - whether you agree or disagree there's plenty of detail coming through.

Reassuringly polished, but is the designer presentation starting to get in the way now?

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