THE dreaded word was not even mentioned. Instead, at a carefully orchestrated sleaze free manifesto launch, John Major was able to proudly declare the Tories to be the party for the family without so much as a raised eyebrow.
This was clearly Mr Major's personal election manifesto. While party chairman Brian Mawhinney gruffly welcomed the media, Mr Major could be seen standing alone in the wings, his lips moving as he read his prepared statement.
Under the watchful eyes of six of his cabinet colleagues - all of whom have expressed an interest in his job and seemed keenly aware that so much rested upon this performance - Mr Major certainly could not be accused of lacking ambition. He declared his goal simply to be for "Britain to be the best place in the world to live".
Claiming the manifesto to be the "boldest and most far reaching" since 1979 - a description which will certainly not please his predecessor, Lady Thatcher - Mr Major had clearly learned from his broken tax promises pledged during the 1992 election. So, instead of promises, he spoke of aims and intentions.
Even the Big Idea - the reform of family taxation to the benefit of married couples with the enticement of an extra £17.50 a week - would "probably, probably" be introduced only in the second year.
Indeed, Mr Major may have dreamed up this policy as a reward for the marital fidelity of all those sleaze free Tory MPs who are predicted to lose their seats.
"We believe in the family. Together with our national institutions, families are one of the foundations of a free, caring and decent democratic society ... We are in favour of marriage. We are in favour of the family. There is no doubt about that," he explained. Some wondered where his wife, Norma, was on this important occasion.
Not surprisingly, Dr Mawhinney carefully selected the journalists to be heard. They were the chosen few. Clearly enjoying his moment of power, he studiously ignored the frantic waving of arms from both the Sun and Guardian representatives, fearing, no doubt, that sleaze might once again raise its ugly head.
Despite the odd stutter, this was a slick political performance. Mr Major joked with the journalists while side stepping the difficult questions.
There had been no mistakes, he insisted, despite Black Wednesday and the 22 tax increases. There was no embarrassment that the Tories were still hoping to "turn the have nots into the haves" after 18 years of government. "This is a continuing programme," he explained. "We want to include everybody."
There was only one awkward moment. As the Euro friendly Chancellor, Mr Ken Clarke shifted nervously in his seat, Mr Major paused for thought when asked whether he would have liked the manifesto's tone to be more sceptical towards European monetary union, but felt hindered by his colleague's "well known views".
Both Malcolm Rifkind and Michael Howard failed to suppress large Euro sceptical smiles, while the solemn pro European Michael Heseltine also appeared to squirm in his chair.
Looking directly at his Chancellor, Mr Major smiled and then deliberately avoided answering the question. Instead, he opted to attack Labour's stance on Europe in his best Euro sceptical language. "If he [Tony Blair] is not prepared to be isolated in Europe, he cannot represent the British interest in Europe," Mr Major declared.
At the end, the cabinet ministers seemed to give a collective sigh of relief as they slipped away through a side door, allowing Mr Major to parade before the cameras waving his manifesto aloft.
PA adds: Earlier yesterday Mr Major stressed his determination to root out sleaze but insisted on the use of the proper procedures to deal with it.
"If there's an anti sleaze candidate in this country, it's me," he told BBC Radio 4's Today programme.
He said sleaze was "a side issue to the question of how people live in this country, education, health, taxes, the fact that this country is booming ...