Getting young people involved in politics is one of the great challenges of British democracy.
Bridging the perilous cultural divide between the established order and the yoof is an undertaking few politicians have pulled off.
Fortunately, Labour candidate Ken Macintosh is on hand ahead of May’s elections armed with the old favourite tool for generating cross-generational appeal.
The pop culture parody.
In an at-times testing video, Macintosh appropriates James Corden’s Carpool Karaoke format and sings songs old and new to a bemused young voter.
As the Eastwood candidate cruises down the road belting out Things Can Only Get Better, it is difficult to fault the song’s sentiment.
On May 5, 16 and 17-year-olds will have the chance to vote, which has led to a promotional push from all fronts encouraging them to register.
And, with Macintosh dropping the word “Beliebers” without so much as a knowing smile, we suspect he’s got this one in the bag.
Karaoke Ken, who eventually settled on Return Of The Mack by Mark Morrison as campaign trail anthem, has held his seat since 1999.
He said: “These are the first ever Scottish Parliamentary elections where 16 and 17-year-olds are able to vote, but I am very conscious that not everyone is registered to do so.
“I am also aware that going door to door with a clipboard and well-intended exhortations has its limitations, so with only a few days to go to the registration deadline, I thought I’d take a leaf out of James Corden’s book.
“I’m hoping the combination of a catchy tune, a pointed lyric and a cheesy video will be irresistible.”