Workmanlike at best and "pure drivel" at worst. That's the verdict of top advertising and marketing figures on the Labor and Liberal parties' election TV advertisements, halfway through the campaign.

Labor's ads came in for the most criticism, largely because the party is behind in most opinion polls and has to pick up seats to win government.

Steve Dodds, a senior copywriter at Whybin TBWA who has worked on award-winning campaigns for the likes of NAB and the NRMA, said: "The Labor Party is saying the wrong things and the Liberal ads are dull ... They're all uniformly dreary and awful."