Although the public had probably seen sufficient media exposure of Heath and Wilson in the past, the two main parties placed their leaders at the heart of their campaigns.

The 1970 election was the most presidential and personality based the public had yet seen.

Harold Wilson led many of Labour's press conferences himself, and the Conservatives ignored the polls showing how little Heath was liked personally and made their campaign and manifesto very much a reflection of his views.

Although the election did see a rare glimpse of humour from Heath when, in the wake of a protester throwing an egg at Wilson, he joked that many ordinary people carried eggs around with them just in case they came across the Labour leader.

The new Liberal leader Jeremy Thorpe was leading his party in his first campaign after replacing Jo Grimond.

But unluckily for Thorpe, he found himself faced by a party on a downward swing.

By-election successes - usually a Liberal staple - failed to materialise, with the party losing many deposits during the span of the parliament. Activity in the constituencies also slumped as the Liberals failed to capitalise on Labour's woes as the nation moved to the right.