Tank takes on Reform Party campaign after avoiding political ads

Advertising agency Tank is running the Reform Party’s campaign for parliamentary elections, ending a 31-year period in which it had avoided political advertising, ERR reports. Tank founder and creative director Joel Volkov said the party’s values and its ability to oppose far-right populist politics were decisive.

Reform Party secretary-general Kristo Enn Vaga said the party had previously worked mainly with Kontuur Leo Burnett. Tank brought fresh energy to the campaign and to political communications in Estonia, he said.

Volkov said Tank considered helping the Reform Party after it approached the agency in early spring 2026. The agency ruled out working with other parties, he said.

Volkov said the Reform Party had made mistakes in difficult situations, contradicted itself and communicated poorly. Its recognition remained high, he said, but public trust had been badly damaged. Rebuilding that trust would require the party to be honest about its weaknesses and mistakes, he added.

Volkov described the campaign as a creative response to that challenge, saying it would have politicians listen rather than dominate the airwaves with their own messages.

The campaign slogan, “A steady course is the future,” was developed with Tank, Vaga said. He said “steady” reflected the party’s tradition and the need to assure people that Estonia is protected in a difficult security situation. He also argued that some parties were focused on dismantling existing systems rather than thinking about the future.