We sit down with Boris Johnson's director of communications, Lee Cain.
In the last 48 hours Rishi has accused Starmer of being a threat to national security and a delight for Putin, a work-shy sloth who clocks off at 6pm, and a leader who's going to rig the electoral system forever more.
Is this the sound of a man who thinks his campaign is going to plan?
Perhaps the problem began long long before Rishi Sunak called the election - or even got into power.
We ask the man who presided over Boris Johnson's 2019 campaign - Director of Comms Lee Cain - if he accepts the rot set in with him. The lies, the Covid parties, the narcissism - and the opportunities missed by the last Conservative PM to hold onto his massive majority.
Editor: Tom Hughes
Senior Producer: Gabriel Radus
Producer: Zeynel Can Yuce
Video Production: Rory Symon, Shane Fennelly, Arvind Badewal
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The News Agents is brought to you by HSBC UK - https://www.hsbc.co.uk/