Britain's biggest selling newspaper declared its love for David Cameron today in a gushing and self-indulgent front page that left no doubt which party it will support at the next election.
With still seven months until the General Election The Sun claimed it would back the prime minister in next year's poll after he pledged £7.2 billion in tax cuts if the Tories win.
But its typical bombast was missing, as it said it was backing him, among other reasons, because his 52-minute speech was "crisply-expressed" while Ed Miliband's 66-minute speech was "rambling waffle".
The paper that backed Cameron in 2010 by calling him "our only hope" is now backing him on the coldly rational basis that he mentioned more policies in his speech and set out a manifesto that pledges to "cut back on welfare cuts, create jobs for everyone, axe the hated Human Rights Act, safeguard Britain's free NHS and create English votes for English laws".
The Sun today...
And The Sun on election day in 2010
The Daily Mail - a paper that rarely strives for friends in Westminster - also fell over itself to praise the speech with the headline: "At Last, A Real Tory Premier."
It says the announcement that the 40p tax threshold will be raised by £8,000 and the threshold below which people pay no tax at all will be raised was "justice at last after a 17-year tax assault on middle-earners".
Wow
The Daily Express and The Times also gave the tax cut pledge favourable coverage, with the Express saying it would help 30 million people.
The Daily Mirror, a long-standing Labour paper, did not even splash on the speech, despite can easy angle for them - Cameron's pledges have been criticised as doing more for the rich than the poor or squeezed middle.
Both papers refer to the 'giveaway' of tax breaks
The Mirror opted instead for a splash about the chaos of road tax disks expiring
The only paper that splashed on the concerns raised by the speech was the one Cameron dismissed as "dry and dusty" in an interview with Newsnight.
The Financial Times described the tax pledge as an effort to "win key swing voters" and reported that it could "put even more pressure on public finances" after years of cuts.
The paper Cameron called 'dry and dusty' was the least impressed with his speech
The Guardian front page probably summed up the significance of the speech with the words: "The election starts here."
Eight graphs David Cameron does not want you to see