Sajid Javid splurged thousands of pounds on his moving biographical campaign video in an attempt to reboot his stuttering Tory leadership bid, MailOnline can reveal today.
The Home Secretary has been praised for charting his incredible rise to the top after growing up in poverty in a tiny flat above the clothes shop run by his immigrant parents.
But critics have said Mr Javid’s team should have released it when he announced he would stand to replace Theresa May a fortnight ago, because he is currently predicted to finish fourth in the race for No 10.
Instead he announced his candidacy in a video branded ‘budget’ because it appeared to have been filmed in his Westminster office on a handheld camera.
His new slick film focusses on his heritage and business background and has been hailed as the best of the leadership battle so far – with his dog Bailey also stealing the show.
The 49-year-old former banker pledges to ‘deliver Brexit’ and convince voters to take a ‘fresh look’ at the Conservative Party saying: ‘I know better days lie ahead’.
The biographical video made to re-energise his leadership campaign was filmed in 24 hours by an unnamed London PR firm, and while ‘Team Saj’ wouldn’t reveal its cost MailOnline believes he may have spent up to £10,000 on the project.
The campaign short begins in his home, where he lives with his wife Laura and four children, Mr Javid makes the family tea and Marmite on toast while their Cavapoo – a cross between a Cavalier King Charles Spaniel and a Poodle – plays with a ball in the kitchen.
He then travels to Bristol, where he moved as a child after he was born in Rochdale, and stands outside the flat above his parents’ shop, which is now a dry cleaners.
His father, Abdul, a bus driver, arrived in Britain in 1961 from Pakistan with just £1 in his pocket and earned the nickname ‘Mr Night and Day’ because he worked all hours.
Until he was 16 he shared a bedroom with one of his brothers and his parents – with his three brothers sleeping together in the other room.
Mr Javid also talks about facing racism, being written off at school because teachers told him ‘boys like me don’t do maths’ but went on to university and building a successful career in the City of London as a banker before entering politics in 2010.
It has been compared to the famous Tory 1992 campaign video made by Saatchi&Saatchi for John Major, where he visits his former home in South London, with the slogan: ‘What does the Conservative Party offer a working class kid from Brixton? They made him Prime Minister’.
Viewers have been quick to compare it to Sir John’s campaigns, where he also said: ‘The Tories gave me a hand up when my family had nothing’.
Beginning in his family home, where he lives with his wife and four children, Mr Javid travels by train to Bristol, where he moved as a child after he was born in Rochdale.
He tells viewers about his father, who moved to Britain from Pakistan in 1961, and visits the family shop where he grew up.
‘I wanted to give back to the country that’s given me so many opportunities,’ says Mr Javid, who also introduced his dog in the two-minute clip.
‘I feel really privileged to have been given the experience and responsibilities in government that I’ve had.
‘These are incredibly challenging times. The country feels very divided.
‘We need leadership. We need someone who can help heal the country and bring people together.’
He credits ‘public services, hard work and the encouragement and support of my family’ for his career in business and politics.
The MP for Bromsgrove has previously held senior roles at Chase Manhattan Bank and Deutsche Bank.
Concluding the video with clips of him alongside his mother Zubaid, Mr Javid adds: ‘I want people to take a fresh look at the Conservative Party, because if we’re going to win the next election we need to look like change.
‘I’m optimistic because I believe deeply in what this country is about. I want to seize the opportunity to be the next Prime Minister, because I believe I can deliver Brexit, I can unite the country.
‘I know better days lie ahead.’
The Bromsgrove MP, a former managing director at Deutsche Bank, has risen swiftly through the ministerial ranks and is now among the favourites to be party leader.
As the fallout from the Windrush scandal continued over the weekend, he spoke movingly of how it ‘could have been me, my mum or my dad’, but insisted the government was making efforts to ‘put things right’.
Mr Javid senior inspired a devotion to Margaret Thatcher in his son at the age of just 11.
The family lived in Rochdale before moving to Bristol, where Mr Javid attended Downend School, a comprehensive, before going on to study politics and economics at Exeter University.
A career in investment banking followed, taking him to New York and Singapore as well as London.
At the age of 25 he became the youngest vice-president at Chase Manhattan Bank and was later headhunted by Deutsche Bank.
Part of the 2010 parliamentary intake, he was quickly made a member of the Work and Pensions Select Committee and his background in finance made him an obvious choice for a job under Chancellor George Osborne.
In 2012 he was appointed economic secretary to the Treasury within two years he became Culture Secretary.
In 2015, he was made Business Secretary and Theresa May gave him the job of Communities Secretary when she became Prime Minister the following year.
Last April he became Home Secretary after Amber Rudd quit over the Windrush scandal.
Although his family heritage is Muslim, Mr Javid does not practise any religion but his wife, Laura, his childhood sweetheart, is a Christian.
Outside politics, he has a long track record of fundraising, including drumming up £710,000 in one go for the Disasters Emergency Committee and heading up a trek to the summit of Mount Kilimanjaro for Help the Aged.
Despite experiencing bouts of racism in the past, Mr Javid describes Britain as the ‘world’s most tolerant country’, adding ‘if you have talent, colour and gender is less important’.