I must say it's funny how PPs are crediting Cameron and Johnson with being such excellent campaigners and failing to mention the enormous boost they get from the right-wing press in this country. Remember a certain bacon sandwich and the absolutely heinous way in which it was eaten which would undoubtedly have resulted in the annihilation of Great Britain had Putin witnessed it?
Obviously Johnson did have a certain appeal amongst many and the simplicity bullshit of 'Get Brexit Done' was effective (so effective it's now never mentioned even though it's one promise that was kept - wonder why that is...) but Cameron was not a great campaigner. He also headed the Remain campaign and look how well that went. However, to be fair to dear old Hammy there was also the law-breaking on the Leave side - it was hardly a fair fight.
I think the press play a big part in it all, even today, and then unexpected things like the bloody 'bigoted woman' thing can crop up, but even that wasn't that unexpected as it was all tied in with fucking Brexit, not that it was even called that then I don't think. I think, when you step back and peel back the layers, there's often a common thread that takes hold. From 2015 onwards that was Brexit, and now I really do think it's the idea that everything has gone to shit in this country and that is the fault of the Tories who are corrupt/shit/both, or they've just been in too long. I think many people hold a version of that view and I hope (and barely dare to think) that that will be the thread that strengthens and will result in a clear Labour win.