After taking the high road in his first ad as Prime Minister it appears Kevin Rudd thinks Australians are no longer “sick and tired of negative politics”.

Rudd first suggested it was his and opposition leader Tony Abbott’s responsibility  to “raise the standards” of political discussion in Australia, but after three Abbott gaffes in three days it appears his character is too soft a target to ignore.

A new Australian Labor Party campaign ad uploaded to YouTube takes direct aim at Abbott’s character.

The video, titled ‘Hiding’, kicks off with a woman pointedly asking: “What are you hiding Mr Abbott?”

“I remember when you were really aggressive, negative. Angry about everything. Now you’ve just gone quiet.”

The ad (above) is in stark contrast to Rudd’s first campaign ad (below) and it has been reported that the ALP is poised to unleash a round of ads attacking Abbott’s perceived weaknesses.

The ALP’s change in tack comes after a series of blunders committed by Abbott.

One of the three saw Abbott refer to a “suppository of wisdom”, describe a female Liberal candidate as having “sex appeal” and brand the push to legalise same-sex marriage as the “fashion of the moment”.

Abbott’s gay marriage quip has seen him come under fire with Finance Minister Penny Wong tweeting: “Note to Mr Abbott: Equality is not a fashion item.”

The opposition leader has also copped it from Pop-singer Katy Perry who told him on 2DayFM that “I love you as a human being, but I can’t give you my vote then”.

Abbott isn’t the only politician in trouble for his comments about Liberal candidate for Lindsay, Fiona Scott.

 On the other side of politics former Labor leader Mark Latham said on 3AW that Abbott’s “sex appeal” statement revealed he has “low standards”. “She’s a rather plain ordinary-looking woman,” he said adding: “in politics they say it’s a showbiz for ugly people and I don’t think she’ll be out of place”.