The decision to release a political advertisement during a time of national crisis, such as catastrophic fire conditions, can be seen as tone-deaf and indicative of poor leadership. In moments of genuine emergency, the public generally expects their leaders to prioritize responses to the crisis over political campaigning.

Morrison’s actions might raise questions regarding his judgment and priorities as the Prime Minister. Effective leadership requires empathy and an understanding of the gravity of the situation at hand. By choosing to market his party amid such urgent circumstances, it may appear that he is more focused on political gain rather than the welfare of the nation and its people.

This can lead to a deterioration of public trust and confidence in his ability to govern effectively, as citizens expect their leaders to act decisively and compassionately in times of need. Ultimately, such decisions can have lasting impacts on a leader’s reputation and their capacity to lead during both crises and calm periods.