Looks are important.
Ed Miliband, or more probably his advisers, decided its time to play the family card.
Mrs Miliband defended her husband and the mini-Milibands told the media what a great dad he was.
It was quite alright, as these things go. Mrs Miliband is mostly normal. Looks normal. behaves like a normal person. Miliband's kids were like any small children in any other household. All ..cute as buttons normal.
Which is exactly what the spinners were hoping for.
However, the fact Ed has been reduced to using the wife card is because the election is only weeks away and Labour are either trailing-level-just ahead, in the polls. This is a bad place for an opposition party to be in. He should, by any measure, be around 6-10% ahead by now. That they are not is partly due to Labour's lack of any real narrative for governance. Partly because they are still blamed for causing much of the mess that the economy is in today. And partly because Ed Miliband looks like a slightly melted novelty condom.
The spinners set out to try and counter Miliband's dismal personal ratings by showing that contrary to all evidence, rather than just "talk Human" their Ed "is human."
Labour supporters rushed to declare their man a hero. And that old line, it doesn't matter what he looks like..its what he says was trotted out.
However, since the Heath, Brown, Major ministries, and the post-Blair era, its perfectly clear that it DOES matter what a person looks like. And also what they act like.
Cameron, whatever else may be said about him, looks and acts like a Prime Minister. He doesn't look like he's trying to force his way into an EU leader's photo-op , like Brown did. He isn't aloof and annoyed by the public , like Heath. He isn't a victim, like Major.
When he stands next to Mrs Cameron, they look like a normal couple going to normal function.
And I'd add that SamCam has been the best first lady since Denis.
Brown, after repeated gaffs and failures, became a national laughing stock. And the public stopped listening to him. That's part why he had to have a re-launch every week. To try and get someone to take some notice of him. And in the end, during the bunker days, Mrs Brown was wheeled out more and more often, to try and humanise the lumpen leader. Even to the point that she starred at the Labour conference.
There is a danger there for Miliband. He needs only to look at what happened to Brown.
In trying to show what a caring and decent man Gordon was by appearing on tear jerk TV with his wife, and to show how 'human' he was on the conference stage it only served to show how much better she came across than him.
Which made people think .."she's far more normal than him! Maybe she should be leader?"
In one of those post-Brownian era documentaries there was the film-maker in a taxi asking expert manipulator Peter Mandelson whether it was tough having to spin Gordon.
Peter, guarded as ever, made a satisfactory answer of support. But he did sigh, gaze out of the window, and a little wistfully express a desire that just once..just once.. when the PM emerged from his ministerial car, his tie wouldn't be flapping over his shoulder. Or his trousers weren't tucked into his socks. Or when he went to speak he'd remembered to clear his throat off stage, rather than start his speech with a phlegmy cough straight into the microphone.
Miliband has some of those qualities. Not as severe, but they are there.
The more we see of geeky Ned standing next to sensible Justine, the more we notice the contrast.
And before long we begin to wonder if ... Maybe she should be leader ?