Labour leader David Cunliffe has done what politicians hate to do: he has admitted to getting it wrong.
And it is a long list - there is his apology for being a man and his apology for taking a holiday. There is even an apology for the scarf he has been wearing.
"I am being straight up - things I could have done better, things that I will do better."
The Labour Party is in a crisis at just 26.7 percent in the latest 3 News-Reid Research poll.
- READ MORE: 3 News-Reid Research poll - July
Mr Cunliffe took three days off to go skiing in Queenstown last week and he says he got that wrong too.
"I'm happy to say, with the information I now have about movement in the polls, when I made that decision I would have made a different decision."
The poll shows since Mr Cunliffe took over as the Labour leader last year, voters who say he's performing poorly have doubled, to 53 percent.
After being criticised for his red scarf, Mr Cunliffe says he won't wear it as much.
"You know what - I reserve the right to put it back on occasionally," he says. "But it won't be on every day… I quite like the colour red."
Meanwhile Prime Minister John Key takes 10 days off in Hawaii, and refuses to personally apologise to Tania Billingsley - the woman at the centre of the botched Malaysian diplomat case - but instead, it is Mr Cunliffe forced into making multiple apologies.
The scrutiny on his leadership is amplified - because Labour is so far behind.
source: newshub archive