The Prime Minister has genuine goodwill with the Jamaican people enuh. The “alright brogad” in that video sounds so assured, relaxed and comfortable. You can hear that they believe him. He’s their friend.

The rebranding of Andrew Holness needs to be studied for years to come.

Just six years ago he was seen as an aloof, distant type of politician. I remember dreading his public speeches. They were long and rambling, almost like a university lecture. But for some reason I just believed he had the raw ingredients to be a great leader.

I admit that I cringed when he leaned in to the “brogad” moniker. I wondered if a Prime Minister should be adopting something like that, but he clearly read the temperature accurately. He’s somehow managed to make political leadership accessible and relatable.

People criticise him for pulling “public relations stunts”, but they’re missing that these “stunts” are energising citizens, particularly young citizens. If that translates to a politically active and engaged generation, it would have been worth it.

Even my very comrade grandmother calls him “brogad”. She constantly stresses how much “brogad” a try him best. I don’t get the sense of distrust she had for Seaga and Golding. She believes Holness, even if ultimately she won’t vote for him. That authenticity is important.