Following recent complaints of a dull campaign, and criticism for personal attacks on Ed Miliband, PM David Cameron will be hoping to re-kindle the Tory flame, with yesterday's pledge to rescue the family home from Inheritance Tax.

Reaching out to 'Middle Britain', the Conservative Manifesto promises to create a £1million limit - currently levied at 40 per cent - which will be paid for by restricting pension tax relief for people earning £150,000, or more. Under current legislation, the tax is charged on estates worth more than £325,000, rising to £650,000 for married couples. "I'll stand up for aspiration', announced the PM in his speech at Cheltenham yesterday; "Labour just don't get or respect" the instincts of working people to get "a promotion, a new car, or bigger home, and pass something on to their children".

The Conservatives by contrast, he added, "see someone working hard to build a good life and we say - we'll cut your taxes; see savers who have made sacrifices and say - we'll let you pass that on".

"This is the Conservative dream, and it comes back to one word: security". Unveiling his new slogan, Cameron promises to bring a much needed dose of "sunshine" to the Tory Campaign, as all three parties prepare to publish their manifestoes this week to rock the Tory-Labour deadlock. The vow of warmth relights a previous Conservative promise from the 2010 election, prohibited in coalition by the Liberal Democrats: "This is a tax that is meant to be paid for by the rich, not by hard-working families who have saved to buy a home and improve it," the PM informed the Sunday Times: "That wish to pass something on is about the most human and natural instinct there is".

Top Videos of the Day

Despite Cameron's more 'humane' vision, Labour deemed yesterday's pledge of 'sunshine' a "panic move", while the Lib Dems condemned it a confirmation of Tory "desperation". Yet, as BBC Conservative Campaign Correspondent Carole Walker, points out: "When George Osborne promised to raise the inheritance tax threshold to £1m back in 2007, he delivered a huge boost to Tory morale and put Gordon Brown off holding a snap election". Indeed, Cameron's efforts to boost morale start from the bottom up: their Manifesto vows to build a land "where young people can make the most of their potential, where you get up early, and do a shift, and know it's worth your while, where those who put in, contribute, and make this country what it is are rewarded for their efforts. [ … ] This is the Conservative dream".