Labour deputy leader Harriet Harman rode into the West Mildands on her famous pink bus and declared that she welcomed Ed Miliband's new 'Mr Cool' image.
Ms Harman was joined by Shadow Chancellor Ed Balls for a tour of the SERTEC engineering plant in Coleshill, in the North Warwickshire constituency which is a key Labour target on May 7.
Her visit was a day after the @cooledmiliband twitter feed hit the headlines with a string of photoshopped images depicting the 'geeky' Labour leader as a cool icon - appearing, for example, as a One Direction heartthrob and Star Wars hero Luke Skywalker.
Ms Harman said this was a light-hearted way to tackle the negative images of the Labour leader - whose personal approval ratings have improved as the campaign has gone on.
She said: "I like it. It's a humorous and affectionate way to challenge the portrayal of him that has come from certain newspapers and the Conservative Party. It's saying to people take another look at him."
The Pink Bus tour has been widely ridiculed but Ms Harman, who is married to Erdington Labour candidate Jack Dromey, said it was connecting with women.
She said: "I met some women who are welders and engineers today. Politics is similar to engineering in that many women do not believe it's for them. Our message is that they have a part to play."
She spoke to the staff about Labour's policies on child care and, when told the Tories were matching and exceeding Labour's pledges, said: "We had a track record in government of helping people with child care, with child tax credits, Sure Start and Children's Centres.
"Under the Conservative these have been cut, while child care costs have risen."