Malcolm Turnbull’s election campaign strategy has taken an unexpected turn, with an uncharacteristically heartfelt video popping up on social media positioning the Prime Minister as coming from a “battling” background.

Around dinner time on Sunday - or as marketing strategists call it, peak social media engagement time - a moving video with an equally touching message was blasted out on the PM’s Facebook and Twitter pages.

“I wouldn’t be where I am today without my dad,” the caption read.

It introduced a montage and black and white shots of baby Malcolm and his father Bruce, with a soft music backing track and nostalgic yet enthusiastic voice over from Malcolm Turnbull.

He detailed the “incredibly close” relationship he had with his single-dad father, and the “battling” the senior Mr Turnbull endured to provide for his son.

“We didn’t have much money. He was a hotel broker and for most of that time he was battling like a lot of people are, a lot of single parents are, certainly,” he said.

“And, he did well, after a while, in the latter part of his life, he kicked a few goals after a lot of effort.”

Mr Turnbull spoke glowingly of the “amazing things” his dear old dad taught him, and how he always put him first, and taught him what was important.

“I was the main object of everything he wanted to achieve,” he said.

“He was very focused on doing what was right for me, and so, when my mother left us, he always spoke about her in the most glowing terms. He told me how much she loved me, he did everything to make sure we had the closest relationship.

“I didn’t feel I missed out on anything ‘cause I had lots of love, a father who was very strong, very loyal and filled with love, who never left me in any doubt, that he loved more than anything, anything on earth.”

The emotional video is a significant departure from the kind of campaigning we’ve seen from the Liberal leader so far, with his seemingly indivertible “jobs and growth” message always taking centre stage.

Mr Turnbull’s television ads show him standing in what appears to be a city boardroom, suited up as always, and speaking authoritatively on jobs, growth, and other issues of the economy.

Up until now, he hasn’t been getting personal at all.

The Facebook video appears to be a softening up of the PM — a change in tactics allowing voters to see him in a different light and make him a bit more relatable.

But according to Deakin University political expert and analyst Dr Geoffrey Robinson, it’s a futile attempt and a sign of fear.

Dr Robinson says the diversion is a sign taunts from Labor and comments like Peta Credlin’s “Mr Harbourside Mansion” label, and Mr Shorten asking for “the old Malcolm Turnbull” are sticking, and the Libs are more worried about them that they’re letting on.

“It shows he believes that he needs to humanise his image and make himself appear more of a man of the people, which I think is a futile task,” he told news.com.au.

“People aren’t voting for Malcolm Turnbull because they think he’s a man of the people. They're going to vote for him because he’s a smart guy who’s going to have a better handle on running the economy than Bill Shorten.”

Dr Robinson said he believed the strategy showed “a lack of confidence” and “a fear that the image that Malcolm Turnbull is out of touch is actually having an influence with voters”.

He said the new strategy was likely in response to the close nature of the election campaign, which has perhaps surprised the Liberal Party.

With just under four weeks of the election campaigning remaining, there’s still a long way to go and a lot of advertising material to be seen.

While strategists and experts are convinced both sides are likely hit each other with negative campaigning, Dr Robinson says there is also the possibility the Liberals could continue their attempt to appeal to people’s emotions, but warned against it.

“If we see more of it, it will be a sign that the coalition is more worried than they’re letting on,” he said.

“It surprises me they’re not making more of the disunity and unhappy record of the last Labor government, but I think they are going to ramp up the negative campaign and that will all come out.”

Labor is expected to continue its campaign as “the only party that will protect Medicare”, and the best choice for Australian families.

Mr Shorten has already asserted himself as more of an “everyman” during the campaign, by enthusiastically mixing with voters and bringing his kids along with him to events.

With slowly sliding approval ratings and increasingly close polls, Mr Turnbull may be tempted to take his lead.

But perhaps he should listen to Dr Robinson before making any more sharp turns.

“If it’s not your strength, then don’t play to it.”

Malcolm Turnbull’s video tribute to dad exposes ‘fear’ and ‘weakness’