British Prime Minister Rishi Sunak was all smiles as he began his campaign on Wednesday, addressing a crowd of about 100 Conservative members hours after announcing a snap general election.
Mr Sunak is trying to pull off a comeback against Labour's current 25-point lead in opinion polls, which would be unprecedented in modern political history.
He has taken an enormous gamble, pollster Prof Sir John Curtis told The Times.
Mr Sunak took his own Cabinet by surprise in announcing the election, on the day a fall in inflation was reported, fearing that if he delayed further the party may face setbacks caused by tax cuts and interest rates.
It has been reported that he told his Cabinet he was calling the election so that he could own the narrative, rather than wait until autumn.
Mr Sunak and his allies made the decision nearly a month ago, but chose to wait until the UK was out of recession and inflation had fallen significantly before making an announcement.
The Times reported that Mr Sunak also went against the advice of Isaac Levido, the Australian strategy consultant who is overseeing the campaign for the Conservative Party.
According to reports, Mr Levido recommended waiting until autumn to give expected interest rates cuts time to create a positive effect on family finances.
Rishi Sunak through the years - in pictures
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British Prime Minister Rishi Sunak announces July 4 as the date for the 2024 general election at No 10 Downing Street. Here, The National looks back at his political career. Getty Images -
Mr Sunak during local election campaigning in Teesside in May 2024. Getty Images -
Mr Sunak presents cupcakes to journalists on board a plane on the way to Warsaw in April 2024. Getty Images -
Mr Sunak during a press conference in Downing Street in January after the Safety of Rwanda Bill passed its third reading in the House of Commons. Getty Images -
Being applauded after his speech at the Conservative Party conference in October 2023. Getty Images -
Looking pensive alongside then-home secretary Suella Braverman at No 10 in October 2023. She didn't last much longer in the cabinet. Getty Images -
Mr Sunak sits in an old Special Branch police vehicle which was used to transport former prime minister Margaret Thatcher, in July 2023. Getty Images -
On board Border Agency cutter HMC Seeker during a visit to Dover in June 2023. Getty Images -
Mr Sunak alongside European Commission President Ursula von der Leyen, Canada's Prime Minister Justin Trudeau, US President Joe Biden, French President Emmanuel Macron and German Chancellor Olaf Scholz during the G7 Summit in May 2023. Getty Images -
Mr Sunak and his wife Akshata Murty arriving in Japan ahead of the G7 Summit in May 2023. Getty Images -
Mr Sunak and Chancellor Jeremy Hunt sending a message at Accrington Market Hall in January 2023. Getty Images -
Mr Sunak and Ukrainian President Volodymyr Zelenskyy meet in Ukraine's capital Kyiv in November 2022. Getty Images -
King Charles III welcomes Mr Sunak during an audience at Buckingham Palace, where he invited the newly elected leader of the Conservative Party to become Prime Minister and form a new government in October 2022. Getty Images -
Mr Sunak makes a statement outside No 10 in October 2022 after taking office. Getty Images -
Mr Sunak arrives inside Number 10 in October 2022. Photo: Simon Walker/ No 10 Downing Street -
Greeted by colleagues at Conservative Party HQ after having been announced winner of the leadership contest in October 2022. Getty Images -
Mr Sunak at Westminster Hall in London following the death of Queen Elizabeth II in September 2022. PA -
Mr Sunak visits his family's old business, Bassett Pharmacy, on the campaign trail in August 2022. Getty Images -
Mr Sunak looks at an NLAW anti-tank launcher during a visit to the Thales Defence System plant in Belfast in August 2022. Getty Images -
At a hustings event in Exeter in August 2022. Getty Images -
Celebrates England's first goal as he watches the Women's Euro 2022 final in Salisbury in July 2022. Getty Images -
Mr Sunak and Ms Truss take part in the BBC Leadership debate at Victoria Hall, Hanley, in July 2022. Getty Images -
With daughters Krisna and Anoushka and wife Akshata Murthy in July 2022. Getty Images -
Opening the Great Ayton Village Fete during the queen’s Platinum Jubilee celebrations in June 2022. Getty Images -
Mr Sunak and Ms Murthy speak to then-Prince Charles at a British Asian Trust event in February 2022. Getty Images -
Mr Sunak arrives at COP26 in Glasgow in November 2021 when he was chancellor. Getty Images -
Holding the budget box as he departs 11 Downing Street to deliver his Autumn Budget in October 2021. Getty Images -
At a press conference on the 2021 Budget in London in March 2021. Getty Images -
With former prime minister Boris Johnson during a visit to PD Ports on the River Tees in March 2021. Getty Images -
Mr Sunak poses with the budget box at 11 Downing Street in March 2021. Getty Images -
Meeting staff back at work after being furloughed at Hamleys toy shop in London, December 2020. Photo: HM Treasury -
Mr Sunak visits the Imperial Clinic Research Facility at Hammersmith Hospital, London, in November 2020. Getty Images -
Lighting a candle for Diwali on Downing Street, November 2020. Getty Images -
Working on a speech in his flat above 11 Downing Street in November 2020. Photo: HM Treasury -
Mr Johnson and Mr Sunak visit the headquarters of Octopus Energy in London in October 2020. Getty Images -
With his 'Winter Economy Plan' outside 11 Downing Street in September 2020. AFP -
Decorating a plate at Emma Bridgewater pottery in Stoke pottery in September 2020. Getty Images -
Promoting 'eat out to help out' on the Isle of Bute, Scotland, in August 2020. Getty Images -
A member of the public takes a selfie with Rishi Sunak during a visit to Scotland in August 2020. AFP -
Visiting a Wagamama restaurant in central London in July 2020. Photo: HM Treasury -
Rishi Sunak visits a Pret A Manger in Westminster in July 2020. HM Treasury -
With Mr Johnson at his first Cabinet meeting after a reshuffle at 10 Downing Street in February 2020. Getty Images -
Mr Sunak speaks during a general election debate in Cardiff in November 2019. Getty Images
At an emergency Cabinet meeting on Wednesday night, Levelling Up Secretary Michael Gove backed Mr Sunak's election gamble, telling the Prime Minister: "Who dares, wins. You dared and you will win."
But the decision has caused concern among some Tories who fear the election could lead to electoral wipeout.
Senior Conservative MP David Davis said he was surprised by the timing of the election but added that it might yet prove to be a "smart gamble".
On Wednesday evening, at Mr Sunak's first Conservative campaign rally of the general election, the crowd cheered as his Cabinet entered the room before Home Secretary James Cleverly began with a speech.
Mr Cleverly introduced the Prime Minister to a roar of approval from the audience.
His supporters appeared to be in the mood for celebration, with members holding placards reading "Vote Conservative" and cheering to music as Mr Sunak took to the stage.
Rishi Sunak's childhood landmarks - in pictures
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Rishi Sunak was born in Southampton on the south coast of England. Here he is pictured visiting his family's old business, Bassett Pharmacy, in Southampton, during his campaign to be leader of the Conservative Party in August. PA -
The childhood home of Mr Sunak: 21, Spindlewood Close, in Southampton. Getty Images -
The former Oakmount Prep School where Rishi Sunak was a pupil before going on to Winchester College. The school closed in 1989. Getty Images -
The Vedic Society Hindu Temple in Southampton, which was established by Ramdas Sunak, Mr Sunak's grandfather. Getty Images -
The Vedic Society Hindu Temple prepares to celebrate the Hindu New Year. Mr Sunak's family were regulars at the temple during his childhood. Getty Images -
The Raymond Road Doctors Surgery where Yashvir Sunak, Rishi Sunak's father, practiced medicine in Southampton. Getty Images -
The former site of Kuti's Brasserie in Oxford Road Southampton, where Mr Sunak worked shifts in the 1990s. Getty Images -
Southampton Football Club's St Mary's Stadium. Mr Sunak claims to be a big fan of his home-town team. Getty Images
With his jacket ditched and his sleeves rolled up, the Prime Minister’s mood appeared to be one of excitement, although some of his Cabinet looked a little more serious, even nervous.
Supporters cheered every time Mr Sunak praised his government’s record and grunted at every mention of Labour leader Keir Starmer.
But the loudest applause of the evening came as Mr Sunak concluded his speech with a rallying cry, claiming his party would show Labour “the British people will never be taken for granted”.
