Sam Cam - The Only One In Labour In Downing Street? UK Election
The news that Samantha Cameron, wife of UK Conservative leader David Cameron, is pregnant, could not have come at a better time for the Conservative Party who have so far not hammered home their opinion poll advantage of 6 months ago.
The pictures of Samantha and David Cameron looking every inch the millionaire couple that middle Englanders might aspire to be will do nothing to harm the Conservative efforts to oust Gordon Brown from Number 10.
Mrs Cameron has until recently adopted a low key approach to supporting her husband's drive for power but the last week or so has seen her coming to the fore for what many believe was going to be a battle of the wives for parliamentary supremacy.
That battle might now be all but won with the announcement that Sam Cam as she is increasingly being referred to, is expecting a baby in September. What on the fence voter could resist the pictures of a smiling, pregnant Sam Cam and Wham Bam, Eton educated husband, David Cameron, on the front, middle and who knows, maybe even the back pages of the nations press? This on top of the tragic story of the death of their son Ivan next year will play hard on the hearts of the British public and perhaps see the Conservatives into government with a real majority no matter what policy arguments might be put up against them.
Elections are increasingly won or lost on matters of perceived personality and media savvy rather than on hard policy considerations.
Gordon Brown is no doubt sincere in his congratulations to the Camerons but must know that the slippery slope down and out of government suddenly got steeper.