Eoghan Corry: Noonan ensures 'Tesco' ads backfire on Labour
It was the 'Tesco-style' ads which dominated the day.
We don't do American-style attacks, and when they have been tried in the past, they have backfired.
Varadkar the impaler was reluctant to say any of the allegations in the Labour newspaper advertisements were wrong.
"It is beneath the Labour party to be carrying on the way they are," Fine Gael leader Enda Kenny eventually said, but you felt there was more to be said on the issue on all the airwaves.
The adverts were a sign of "panic and desperation" by Labour and he claimed "the Labour party's projections are for twice as much tax increases as Fine Gael".
"Fine Gael proposals would hit families badly," Eamon Gilmore told Aine Lawlor. But he was the one that was floundering.
"There are times when you have to be strong and you simply have to stand up for your country," and "it is not desirable that any party should be given a monopoly of power".
Michael Noonan's explosion made the best soundbyte of the day.
"There are no soft options anymore, we are trying to protect the most vulnerable. It is crazy to have Labour taking ads in the newspapers criticising Fine Gael for putting a euro on a bottle of wine."
As the Labour ad says, every little hurts.
Catchphrase of the day (1): "The burden of persuasion," Brian Lenihan on Prime Time.
Catchphrase of the day (2): "I certainly don't look like him," Mary Coughlan asked if she was the Dick Roche of the campaign.
Catchphrase of the day (3): "Panicstricken". Michael Noonan's outburst on the Labour Party is one of the highlights of the campaign.