Before the May 2022 federal election, Anthony Albanese, partly to silence critics of his ‘small target’ campaign and partly to manage wider expectations, proposed to lead a Labor government that under-promised and over-delivered. A deliberately thin ‘look-at-them’ election campaign was designed to keep the focus on a tired and compromised Coalition government, rather than following Labor’s usual approach of fighting for voters’ attention with big new ideas. For a social democratic party which exists for reform, it was an unorthodox strategy and one not without risks. The political capital from any ‘over-delivery’ might well accumulate for a ‘re-election’ bid in 2025, but the thinness of Labor’s 2022 enticements would be obvious.