Well, that was a first. Cameron rips up years of tradition not to mention convention, and speaks before the Prime Minister announces that the dissolution has been granted.
As for the campaign itself:
The team leader v The individual
The ordinary man v The privileged man
The policy man v The personality man
Stability v Risk
Five more years of the same v Change
Big government v Big society
Meanwhile, FT Westminster has been out and about in the real world:
1) A mood running against Labour but not with the Tories;
2) An unexpected yearning for a hung parliament; and
3) A distinct lack of engagement with politics in Westminster
Very few signs that any of the big political debates in Westminster were reverberating in the West Midlands. No mention of National Insurance, Ashcroft, unions etc.
One calendar month to go, folks.