With 8 days to go until the UK General Election, opposition leader Ed Miliband has made a pitch for the youth vote by visiting comedian and actor Russell Brand for a kitchen chat.
It's being described as a gamble, but Mr Miliband hopes to appeal to a crucial part of the British electorate.
This as polls suggest his Labour Party remains neck and neck with the Conservatives in the race for Downing Street - and that neither party is likely to win a parliamentary majority next week.
UK correspondent Olly Barratt reports.
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Ed Miliband went to Russell Brand for an interview in the comedian's well-appointed flat.
CLIP HELLO
Russell Brand has been criticised for campaigning on social issues while admitting he's never voted in an election.
Ed Miliband took to task on that.
CLIP WITHOUT THE POLITICS - NOT VOTING
Mr Brand now has his own show on youtube he calls 'The Trews' because he says it is the 'true news' unlike that on offer from the traditional media.
He says politicians are bound to let people down.
CLIP BLAIR OBAMA - I'M NOT LOOKING FOR EUPHORIA
This part of the interview was one of several where Mr Miliband appeared to ape the conversational style of his questioner - he certainly doesn't normally sound like this.
CLIP leads into bit where he talks like a gangsta it ain't gonna be like that
Ed Miliband didn't make any gaffes - remaining relaxed throughout.
Russell Brand seemed to appreciate the visit.
CLIP - thanks ed for coming
That may be slightly overestimating his own importance but it has been pointed out that Ed Miliband is bound to receive hundreds of thousands of views for this interview - which certainly can't always be guaranteed with a more traditional newspaper or even tv appearance.
Conservative Prime Minister David Cameron, however, is criticial.
CLIP
but if there was anyone left who needed convincing that media and politics and campaigning have changed forever - they could be directed straight to this online video.
OB, LONODN