Labour was accused of turning the general election personal last night after it unveiled its new campaign offensive.

The party's new poster depicts Tory leader William Hague in Margaret Thatcher hair, pearl earrings and pink lipstick.

Unveiled by health secretary Alan Milburn and "One Foot in The Grave" actor Richard Wilson outside Labour's Millbank headquarters, the poster carries the slogan "Get out and vote. Or they get in."

Alastair Campbell, Tony Blair's official spokesman, yesterday described the poster as humorous and intended to show that Hague has no vision distinct from his former leader's.

Campbell said that in the last week of the campaign, Labour would attack the "Hague factor: a lethal combination of weak leadership, no vision and reheated Thatcherism that turns people off in their millions."

The Tories countered by calling Blair the "ultimate hypocrite" because he had said he wanted the campaign to centre on issues that affect real people but had authorised the attack on Hague.

A Conservative spokesman said: "He whinges about an alleged lack of media interest in policy, but at the same time his every word and deed advance the cult of personality. Mr Blair is not to be trusted."