Related video: Grant Shapps jokes he's not as 'naughty' as Theresa May during leadership campaign interview
When a bid for the Conservative Party leadership is announced, campaign videos soon follow – to varying degrees of success, of course.
Rishi Sunak’s clip faced ridicule as the former chancellor pledged to “rebuild the economy”.
Ex-defence secretary Penny Mordaunt had to repost her video after the original featured convicted murderer Oscar Pistorius, a police officer (even though they must be seen as politically impartial) and Paralympian Jonnie Peacock – who soon requested he was removed from the video altogether.
And now, transport secretary Grant Shapps has decided he needs just 13 seconds to get his message across.
“My case for leadership is simple: I can plan, I can deliver, I can communicate, I can campaign.
\u201c"I can help you win your seat" - probably the canniest statement from any candidate yet. \n\nRemember, a lot of Tory MPs are worried about losing their seats at the next election. It's precisely what motivated some of them to boot out Boris.\u201d
\u201cRare to see a campaign video targeted at the actual people who will be voting for now. \n\nSuspect jumpy Tory MPs will want to hear more about \u201cI can help you win your seat\u201d than Britain\u2019s best days being ahead of us and I Vow to Thee muzak\u201d