In thrall to a character who may not truly exist any more, the Labour leader kicked off his election campaign in Purfleet

• Tim Burrows is the author of The Invention of Essex

Call him Southend Keir. The kind of geezer who when in search of a new job – in this case the next prime minister of the UK – rolls up his sleeves and takes himself to dockside Essex. That’s where the Labour leader launched his six pledges for the next election on Thursday, in an aircraft hangar-sized rehearsal space in Purfleet, a town in Thurrock known for its 18th-century gunpowder battery. But there were no explosive pledges. Instead, there were anaesthetised assurances that if elected, Labour will, tentatively, try to make people’s lives a little bit better. Just not straight away.

The significance of Essex was not lost on the Times, which pointed out the party’s attempts “to win over the modern equivalent of Blair’s ‘Essex man’”. Simon Heffer, the Telegraph columnist, came up with the term Essex man in 1990 to describe a new kind of voter who materialised during the Thatcher era. He had sharp elbows and worked as a trader in the City of London, near to where his unionised father had worked on the docks. He may have grown up in a socially rented east London flat, but he now lived in leafier environs on the other side of the newly built M25, where he was likely to have bought a council house.