 This approach stood in contrast to the Labour Party's seemingly slicker campaign and it chimed with the electorate, along with hard-hitting negative campaign advertising focusing on the issue of Labour's approach to taxation.During the campaign, both parties were either tied or within one point of each other in opinion polls, leading to uncertainty over who would win – or whether there would be an outright election winner at all.On the night of the election, exit polls indicated a very slim Labour lead, which most observers predicted would translate into either a hung parliament or a small Labour majority, with Major's best hope of retaining power being with the Tories remaining in government as a minority government or as part of a coalition.