People who work in advertising love going viral. They love it even more than cocaine and stealing money from the tiny fists of children. They can’t get enough of it, yet it remains mysterious. Advertisers spend hours upon hours reading tea leaves or consulting tarot cards to try to divine the specific rubric which makes some ideas meme-worthy while others wilt and die without a retweet to their name.
In this election, Theresa May’s “strong and stable leadership” catchphrase has already taken on the qualities of a meme. Thanks to her adherence to the three Rs of repetition, repetition, repetition, the slogan has become one of the few things even the most casual of election observers will have picked up.